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Fresh vs frozen

vegetablesLatest research has revealed that out of the 87 per cent of Australians who consume vegetables in a seven day period, 83 per cent of those prefer fresh vegetables over canned or frozen produce.

The findings, released by Roy Morgan Research, illustrate that while only 50 per cent of Australians eat frozen vegetables, and 18 per cent consume canned, it is not necessarily bad news for retailers and producers of these varieties.

Andrew Price, GM-consumer products, Roy Morgan Research, says the results indicate a scope for improvement in marketing as retailers come to a greater awareness of demographic and consumption patterns:

“With a more thorough understanding of Australians who are most likely to eat frozen and/or canned vegetables, brands and retailers can target them with more accuracy”.

“For example, Roy Morgan Research data shows that people born in the UK and the US are much more likely than those born in Australia to eat canned veges, as are those who eat a primarily vegetarian diet. Meanwhile, people who buy frozen/chilled ready-prepared meals also tend to be more partial to frozen vegetables”, he said.

The findings show that domestically, Australians aged between 50 and 64 years are the most likely to eat fresh vegetables in any given seven-day period (86 per cent); frozen vegetables are most popular with the 65+ age bracket (56 per cent); and canned vegetables hit their peak with 25-34 year-olds and 35-49 year-olds at 19 per cent each.

The least likely demographic to incorporate vegetables into their diet all together are teenagers aged between 14 and 17, a statistic which Price says provides a golden marketing opportunity for vegetable producers.

Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=15,857). Base: Australians 14+


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