Australia: Market research shows high consumer interest in Asian vegetables

A new study of 741 consumers released by the Australian vegetable industry today reveals almost one third of consumers have shown significant interest in buying more Asian vegetables.

“This new data supports trends over the last eight years showing that both the value and the gross production of Asian vegetables in Australia are continuing to rise,” said Andrew White, Manager of Industry Development and Communications at AUSVEG.

“Asian vegetables used to be considered a market niche catering for Australians of Asian descent in particular, but now about 25 per cent of consumers in general are incorporating Asian vegetables into more traditional Australian cuisine styles as well,” said Mr White.

Monthly trends in 2013 show that consumption of Asian vegetables is up by around 20 per cent since July, and that shoppers are very likely to recommend them to friends and family.

“Asian veggies are seen to be good value for money, quick to cook and prepare, while also tasting great, which ticks all the boxes for consumers,” said Mr White.

“Buk Choy had the highest spontaneous awareness among shoppers, followed closely by Choy Sum, although a large portion of consumers couldn’t name any varieties, indicating that there is still potential for boosting sales by increasing awareness of Asian vegetables overall,” said Mr White.

“Communicating the health benefits of Asian vegetables is particularly important as 90 per cent of Australian adults still don’t eat the recommended daily serves of vegetables,” said Mr White.

The study showed that Asian vegetables have a monthly consumption rate of about 8‑9 serves per month, with most preferring to purchase them individually rather than in packs.

“The popularity of Asian vegetables is on the rise, and the future purchasing intent data suggests consumers are likely to continue enjoying the convenience, health benefits and great taste of vegetables in this category,” said Mr White.

The research project has been funded through HAL using the National Vegetable Levy and matched funds from the Australian Government.

Publication date: Thu 24 Oct 2013