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Asian vegetables gain popularity among Aussies

Bok ChoyAsian vegetables’ profit has significantly increased recently, which may become a gateway for Australian supermarkets to drive sales through their fruit and vegetable departments, according to Nielsen’s latest research.

“Green grocers and specialty Asian stores accounted for a 37% share of the total volume of Asian vegetables sold but sales in this channel declined by 5% in the same 12 month period,” said Sarah McKee, associate director, Client Services at Nielsen.

Nielsen Homescan data showed that volume sales for Asian vegetables jumped by 22% and dollar sales rose by 17% in the year ending January 2017, compared to the previous year. Asian vegetables such as pak choi, bok choy, choy sum, Chinese Cabbage and Chinese Broccoli can be found in one-in-three (34.5%) of Australian homes.

“Asian vegetables are purchased around five times per year on average, with shoppers spending $2.92 each time,” McKee added.

Households in New South Wales and Victoria are the biggest consumers of Asian vegetables – accounting for almost two-thirds of total dollar sales (64%) for the category. Asian vegetables are particularly popular among smaller households of up to two people, with this group of consumers representing just under half of sales.

“There is room for supermarkets to drive volume growth further by stocking a greater supply of Asian vegetables and attracting new consumers who wouldn’t typically shop outside of a [grocery],” McKee concluded.

“Promoting the benefits of Asian vegetables in terms of ease of preparation, cooking and versatility would help to remove trial barriers for new consumers.”

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