Understanding how consumers buy and use fresh produce

In 2022, Hort Innovation conducted a multi-industry project to identify and prioritise opportunities for the horticulture sector to engage consumers and build demand across the domestic market for fruits, nuts and vegetables.

Delivered by Kantar Insights, the research will help growers and the wider horticulture sector in their decision-making on ‘where to play’ and ‘how to win’ when seeking to engage Australian consumers. The findings will be used by the Hort Innovation Marketing Team to inform levy-funded marketing programs.

On the project page for Consumer demand spaces for horticulture (MT21003) you can download information on your industry, with 31 industry-specific reports available that take a deep dive into each commodity.

Key findings

Six needs drive all consumption choices

The research found that six key needs drive all consumption choices:

• Taste (all about taste, enjoyment and refreshment)
• Quick and easy (all about convenience, simplicity and ease)
• Healthy and nutritious (all about nourishment)
• Indulgence (all about comfort, relaxation and self-care)
• Physical and mental energy (all about reinvigoration and energy)
• Connection (all about bonding, celebrating and creating memories)

Meal occasion is an important factor in consumer choice

After the six needs, the next most predictive factor that determines a consumer’s choice for fresh produce is the meal occasion. Are they buying for breakfast, lunch, dinner, dessert or a snack?

Shift from Australian-grown to locally grown

Supporting Aussie farmers has long been a driver of purchasing, with our produce being seen to be of better quality and nutrition than imports, as well as from better growing conditions. The research found a shift is occurring from proudly purchasing Australian produce, to proudly purchasing produce according to region. Supporting local farmers is becoming a factor of increasing importance.

Childhood imprints of food are meaningful

Childhood experiences of food were found to have a significant impact on their future repertoire and engagement with fresh produce. What people were exposed to when they were young, in particular what fresh produce was used and how, largely sets people up for how they use it as they age.

People tend to plan their shops

The research found that people tend to plan their shops based on the type of meals they expect to have, with a healthy dose of flexibility for special deals and seasonality. While people may not know exactly what they are going to purchase, they broadly know the types of produce they need or intend to buy. Most people are habitual in both their consumption and shopping choices, and therefore have a set list based on the type of meals they are going to have over the week.

Consumers group food based on use

The research found that consumers group fruit, nuts, and vegetables based on how they’ll eat the food and what need they are trying to meet (rather than how the horticulture sector would group the food based on production).

For vegetables, four groups were identified:

1. Roastables and root vegetables (sweetpotato, potato, pumpkin, onion, eggplant). There is true love for this group, as they provide a warm and wonderful texture that adds heartiness to a dish. For some, these veggies make a meal a ‘real’ meal and are most often linked with evening meal occasions.
   
   
2. Leafy vegetables. These leafy greens are light and healthy and the consumer feels they cannot each too much of them. They provide freshness while also providing great nutritional value and make people feel full of vitality and invigorated.
   
   
3. Powerhouse vegetables (broccoli, cauliflower, Brussels sprouts). These vegetables are the true heroes – nutritionally dense and full of fibre. They are linked with gut health, good digestion, robustness and strength.
   
   
4. Flavour enhancers (cucumber, tomato, capsicums). These vegetables are all about elevating the flavour of dishes and are often seen as staples in the fridge. They add freshness, interest, flavour and texture to a dish, and in particular they make a salad complete.

For fruits, six groups were identified:

1. Mainstay (apples, banana, oranges). These fruits are the simple staples that provide consumers with reassurance that they are getting their nutritional intake, and appeal to adults and children.
   
   
2. Daily favourites (berries and grapes). These fruits provide bursts of flavours and offer the consumer a moment of joy.
   
   
3. Summer treats (stonefruit and cherries). These fruits are limited in season and are viewed as a special treat that uplift your mood.
   
   
4. Tropical refreshment (pineapple, passionfruit, melons). Simple tropical fruits that feel refreshing.
   
   
5. Exotic fruits (custard apple, lychee, persimmon). Occasional and obscure, consumers tend to be unsure about how these would taste and how to use them.
   
   
6. Flavour makers (lemon and lime). Zesty and refreshing, these fruits provide a flavour enhancement but are not often used on their own.