Riding a wave of smoothies and superfood benefits

Australia: Kale enjoyed significant sales growth in 2018

Kale has enjoyed significant dollar sales growth in 2018 while riding a wave of green smoothies and superfood benefits. Kale was purchased by 13% of Australians over the 52 weeks ending 20 April 2019; this remained relatively unchanged compared to the previous year. Volume consumption, however, grew by 6.9% over the past year; and dollar sales grew a healthy 11.7% - driven by a rise in the average price of kale. An increase in the purchase frequency of kale (+15.5%) also contributed to strong volume and dollar sales.

Health is the key purchase trigger for kale among consumers and compared to other vegetables, it is the most used for breakfast. On 14% of occasions, kale was consumed at breakfast - comparable with spinach - suggesting the green smoothie is here to stay. Kale is also used for dinner and is especially popular in stir-fries.

Older couples (Senior & Established Couples) represent almost half of all kale volume sales. Senior couples are also driving sales growth, followed by small scale families.

Older couples represent almost half of all kale volume sales. Senior couples are also driving sales growth, followed by small scale families. Older couples are set to benefit from the nutritional benefits of kale with a US study finding that a diet that includes a daily serve of green leafy vegetables is associated with slower age-related cognitive decline.

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