A slight shift in how vegetable prices are displayed in stores is proving to be a way to boost fresh produce sales, with new research showing that “nutritional serve pricing” can meaningfully change shopper behaviour.
Monash University and Deakin University conducted a study across more than 70 Ritchies IGA stores, and found that displaying vegetable prices per 75-gram nutritional serve – alongside the standard per-kilogram price – significantly increased shoppers’ purchases of fresh vegetables.
For example, if cabbages are priced at $2.99 per kg, under the nutritional serve pricing initiative, the supermarket ticket also shows that one serving costs 22 cents.
This method may help shoppers see that vegetables are more affordable than they might think.
Early results drawn from 850 days of de-identified loyalty card data show that average daily vegetable purchases increased by 25.7 per cent among semi-regular shoppers and 28.4 per cent among less frequent buyers. Across stores, daily vegetable purchase volumes rose by 7.5kg.
The findings come as vegetable consumption remains well below recommended levels, with only 6.5 per cent of Australian adults meeting daily intake guidelines.
Researchers say the approach helps counter the perception that healthier choices cost more.
Monash Business School’s associate professor Fiona Newton said the per-serve display gives shoppers “a clearer sense of value and a simpler way to assess what fits within their budget,” driving meaningful changes in purchasing behaviour without the need for promotional activity.
The initiative has now been formally endorsed by AusVeg and forms part of the organisation’s broader Plus One Serve program, which aims to help Australians add one extra serve of vegetables daily by 2030.
AusVeg CEO Michael Coote said the research demonstrates the influence that clear, value-based price communication can have in the fresh aisle.
“Encouraging shoppers to put 25 per cent more vegetables in their shopping basket is no mean feat, but by emphasising the price-per-serve and the great value that vegetables represent, Ritchies has achieved just that,” he added.
“It’s good news for consumers’ health, good news for Ritchies, and good news for Australian growers.”
