Findings by Roy Morgan Research reveal that Woolworths’ free monthly "Fresh" is not only the fourth most-read magazine in Australia but the most-read in its category, Food & Entertainment.
Say what you will about this country’s magazine publishing industry, it’s never dull. Whether titles are being canned, readership wars are being waged, or staff being laid off, something’s always going down. The latest development? Findings by Roy Morgan Research reveal that Woolworths’ free monthly Fresh is not only the fourth most-read magazine in Australia but the most-read in its category, Food & Entertainment.
In the 12 months to June 2013, 1,678,000 Australians aged 14+ (or 8.8% of the population) reported reading the latest issue of Fresh. Long-time heavyweights Woman’s Day (1,929,000 readers), Women’s Weekly (1,776,000) and Better Homes and Gardens (1,763,000) took the top three positions.
Furthermore, Fresh was the most-read magazine in the Food & Entertainment category – with a lead of 988,000 readers on its distant rival Super Food Ideas. Third place went to Australian Good Taste.
Who reads Fresh?
Data indicates that Fresh is reaching a lucrative target audience with big discretionary spending power. Primarily female and their household’s main grocery buyer, the typical Fresh reader is 64% more likely than the average Australian to spend $200+ per week on groceries and 20% likelier to try new food types. Almost 8 out of 10 (78.2%) love to cook, well above the national average of 62.4%.
Besides being prolific grocery spenders, Fresh readers are often first among their friends to try new brands available in the supermarket (51% more likely than the average Aussie) and to buy new kitchen gadgets/small electrical appliances (60% more likely).
They’re also influential consumers, with friends and family asking their advice on everything from buying new food products to health and nutrition.
Source:Roy Morgan Single Source (Australia), July 2012 – June 2013 (n = 50,344).
George Pesutto, General Manager — Media & Communication, Roy Morgan Research, says:
“Being a free magazine, Fresh might attract foodies looking for savings but it’s also attracting true and influential foodies. It seems that content and positioning have hit the mark.
“Fresh readers are very interested in food and cooking, and are willing to spend big on buying the latest food products and kitchenware. Trusted advisors among their friends and family, they’re usually female, aged between 25 and 49 years old, and responsible for their family’s grocery shopping.
“With readers like these, and as the most-read magazine in its category, Fresh offers a golden opportunity to food marketers looking to ‘preach to the converted’.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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