New research tracks consumers’ perceptions of vegetables

New research commissioned by AUSVEG will track consumers’ perceptions of vegetables. The research will be released as monthly reports, the first of which has just been released.

“Measuring purchasing habits, consumer knowledge of vegetable varieties, new product launches and how Australians prepare their vegetables, Project Harvest will track consumer trends across a number of key vegetables on a monthly basis over a three-year period in order to identify opportunities for growers to better meet consumers’ needs,” said AUSVEG Manager of Industry Development and Communications Andrew White.

“There is an increasing need in the Australian vegetable industry to monitor and gauge consumer perception and behaviour in relation to vegetables.

“Understanding consumer purchasing behaviour will be critical to identifying ways in which vegetable growers and retailers can best meet the needs of Australian consumers.”

“To continue to maximise the opportunities for Australian vegetable growers it is imperative that we are able to evaluate consumer trends. For instance, if Australians are moving away from traditional meat-and-three-veg to Asian-inspired cooking we may discover a raft of opportunities to supply new varieties of vegetables to the market.”

The research will also monitor new product releases from around the world. An online panel of 500 consumers, representing all Australian states and territories and metro and rural areas, will be surveyed to identify opportunities for vegetable growers to better meet consumer needs.