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Supermarkets dominate fruit and veg

woolworths, produce, grocery, fruitMore than 1.5 million Australian grocery buyers purchase fruit and vegetables from a market or stall during an average week—but even the majority of these locally and organically minded,  farmer friendly shoppers take their totes to a supermarket’s produce section too, new retail data from Roy Morgan Research shows.

According to the latest Roy Morgan Research, 11 per cent of grocery buyers bought fresh fruit and vegetables at a market or stall in an average seven days in the 12 months to March 2015, unchanged over the past few years.

But for most of them, the brightly lit convenience of the supermarket remains a lure: 54 per cent also bought fruit and vegetables at a supermarket, including 29 per cent at Coles and 25 per cent at Woolworths.

Overall, 12.3 million Australians (87 per cent of grocery buyers) buy fresh fruit and veg during the week, 10.2 million buy produce at a supermarket (72 per cent), up from 8.8 million (68 per cent) in 2011.

A reverse of the inclination toward Coles among market shoppers, Woolworths has a slight lead among the general grocery-buying population. 5.2 million (36 per cent) buy fruit or veg at Woolworths in an average week, while 4.7 million (33 per cent) do so at Coles.

“It’s a clear indication of supermarkets’ ever increasing dominance of the category that even people shopping at produce markets during the week can’t help but find themselves also buying some fruit and veg on their next supermarket trip,” Andrew Price, GM – consumer products, Roy Morgan Research, said.

“Those buying their weekly fruit and veg at a market stall tend to be socially aware, higher earning younger couples in their late-20s and early 30s, often without kids. They enjoy cooking, eating healthily, and trying new things. They are cautious about genetic modification and almost 50 per cent more likely than the average to try to buy organic food when possible.

“To be truly competitive and generate satisfaction and long term loyalty, supermarkets need to know not just what shoppers look like, do and buy once inside but where else they go, and why. Only by combining external, all-inclusive and multi-channel research with internally collected data can retailers get a more comprehensive picture of their fruit and veg consumers in order to build strategies to attract and target them,” Price said.

Percentage of grocery buyers who purchase fruit/veg via store in average week

Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 n=12,828 Grocery Buyers 14+

 Percentage of market/stall shoppers who also purchase fruit/veg via store

Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 n= 1,261 Grocery Buyers 14+ who bought fresh fruit/vegetables at a market or stall in the last seven days.


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