Friday, November 27th, 2015 - Roy Morgan Research

It’s no secret that most Australians don’t eat the recommended five serves of vegetables per day, but the latest findings from Roy Morgan Research show that the great majority (87%) of us do include vegetables in our diets, eating fresh, frozen and/or canned veges at least once in an average seven days.

In the 12 months to June 2015, 87% of Australians aged 14+ ate fresh, frozen and/or canned vegetables at least once in an average seven days, a marginal increase on the same time last year (85%). Fresh vegetables were the most popular, being consumed by 83% of the population (up from 81% in 2014), well ahead of frozen veges (50%, with no change year-on-year) and canned veges (18%, up from 17%).

People aged between 50 and 64 years are the most likely to eat fresh vegetables in any given seven-day period (86%); frozen vegetables are most popular with the 65+ age bracket (56%); and canned veges hit their peak with 25-34 year-olds and 35-49 year-olds at 19% each.

Fresh, frozen or canned: how Australians eat their vegetables by age


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

As the chart above shows, teenagers aged between 14 and 17 are the least likely to eat any kind of vegetable in an average seven days.

In fact, in any given week across Australia, 30% of boys and 17% of girls in this age group claim to eat no vegetables! This suggests that: a) either parents across the nation are disguising the vege content of the meals they’re serving up to their reluctant teenagers; or b) there exists a golden marketing opportunity for a vegetable company capable of convincing more Aussie teenagers to eat their greens…

Andrew Price, title, Roy Morgan Research, says:

“For most Australians, eating vegetables fresh is by far the most popular way of consuming them, despite the frozen and canned varieties generally costing less. However, this is not necessarily bad news for retailers and/or producers of frozen and canned veges: it simply means there is room to improve.

“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.

“But the biggest challenge lies with the nation’s teenagers. Vegetables are essential for a healthy diet, but clearly need to be marketed to this group in a way that resonates with their particular attitudes to food, cooking and health… ”

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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.
Samantha Wilson
P: (03) 9224 5268


vegetables, fresh produce, supermarkets, food, health, diet, nutrition




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