New research led by Monash University, with support from Deakin University and Ritchies Supermarkets, has assessed whether alternative price-display formats can influence vegetable purchasing behaviour in Australian retail. The project evaluated nutritional service pricing, which Ritchies introduced nationally in March 2024. The format displays the price per 75-gram nutritional serve of vegetables alongside the standard price per kilogram.
According to preliminary findings based on loyalty card data before and after the rollout, average daily purchases increased among two shopper groups. Semi-regular vegetable shoppers purchased an additional 46.3 grams per day, and less frequent shoppers purchased an additional 60.6 grams per day.
Ausveg noted the potential relevance of the data for wider efforts to increase vegetable consumption in Australia. Ausveg CEO Michael Coote said, "Ritchies Supermarkets should be commended for rolling out this visionary price display initiative, and Monash and Deakin researchers congratulated for this groundbreaking study." He added, "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."
Several organisations are linking the results to ongoing public-health initiatives. Ausveg, supported by Hort Innovation, is leading the Plus One Serve program, which aims to encourage Australians to add one serve per day by 2030. Managing Director of Plus One Serve, Justine Coates, said, "Retail settings play a major role in educating and informing consumers' perceived value of vegetables, and now we have further evidence of how integral retailers are to getting more Australians choosing to put more vegetables in their shopping baskets."
Coates added that nutritional-per-serve pricing "gives consumers a clear and meaningful way to understand both value and recommended dietary intake through a practical, scalable tool."
The researchers expect the findings to inform further discussions among growers, retailers, health groups, and supply-chain stakeholders about methods to increase vegetable consumption and communicate value to consumers.
For more information:
AUSVEG
Tel: +61 (0) 3 9882 0277
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www.ausveg.com.au
