Australians are still overwhelmingly happy little Vegemites, with 39 per cent aged 14 and up consuming the homegrown spread at least once a week, according to Roy Morgan Research.
In the 12 months to September 2014, Vegemite (or substitutes Marmite and Promite) was the preferred spread of choice for Australians, with jam and marmalade the second most popular at 31 per cent. Honey and peanut butter were third favourite at 30 per cent each.
According to Roy Morgan, of the 7,550,000 people who eat Vegemite, Marmite, or Promite in an average seven day period, 85 per cent were born in Australia.
Meanwhile 43 per cent were born in New Zealand, and 30 per cent the UK or Ireland. Just 12 per cent of Asian born people eat Vegemite in a seven day period.
Angela Smith, group account director at Roy Morgan Research, said Vegemite is as Australian as koalas.
“With its unique taste and unappealing appearance, it inspires either love or hate in people,” Smith said.
The popular spread is featured in songs by quintessentially Aussie acts like Men at Work and John Williamson, as well as its own famous ‘Happy little Vegemites’ jingle, and is renowned for its nutritional value.
“It’s no real surprise that Australian-born Aussies are most likely to eat Vegemite in an average seven days, while those born in other regions tend to favour spreads more prevalent in those regions: peanut butter for US-born folks, jam for people born in the UK or Ireland, and so on.
“The ever increasing number of Aussies born in Asia presents an interesting challenge for the producers of Vegemite, Marmite and Promite. Our data shows that this group is far less likely than people from other non-Australian backgrounds to eat yeast-based spreads in an average seven days — which could have serious implications for the continued success of these products.
“Indeed, understanding the demographics, attitudes and behaviours of consumers who favour different kinds of spreads is crucial for brands seeking to communicate effectively with their present and potential markets, and potentially even influence their preferences with some smart, targeted marketing.”
