Young Australians prize convenience when shopping for vegetables but are less likely to choose a quick and easy frozen option than the average Australian consumer, according to new research into the vegetable buying habits of millennials.
While more than three quarters of Australian shoppers regularly buy frozen vegetables, only around half of Millennials do the same, according to the study.
The research is part of the broader Horticulture Innovation Australia commissioned Project Harvest study, which looks into Australian attitudes towards vegetable purchases.
“When young Australians buy food, they try to strike a balance between wanting fresh, high quality produce and wanting convenient options which can cut down on meal preparation time,” said AUSVEG spokesperson Shaun Lindhe.
Millennials – defined in the study as Australians between 18 and 35 years old – are three times more likely to buy pre-prepared vegetables than the average shopper, the study found.
“While frozen produce is still a popular option among millennials, many young consumers feel as though they’re compromising on taste and quality if they buy frozen vegetables, leading to the relatively strong preference for fresh, pre-prepared options,” said Lindhe.
“This ties into the broader desire among young shoppers for healthy, convenient single-serve products that can be turned into meals quickly.”
The preference for pre-prepared options may also be tied into Millennials’ desire to reduce food waste, with the study showing that nearly 60 per cent of young shoppers are concerned about the amount of vegetable wastage in their household.
“On average, millennials are more open to reducing their food waste than the average consumer, and are more prepared to acknowledge that there are ways they can change their current behaviour to do so,” said Lindhe.
“Only one in five millennials think they can’t reduce their vegetable wastage, compared to nearly double that proportion among average consumers. So while the desire for convenience is about saving time, it may also be about having clearly defined portion sizes that don’t leave leftovers.”
