Roy Morgan Research findings show that 87 per cent of Australian consumers surveyed include vegetables in their diets, eating fresh, frozen and/or canned vegies at least once in an average seven days.
The research found fresh vegetables were the most popular, being consumed by 83 per cent of respondents, well ahead of frozen veges (50 per cent) and canned veges (18 per cent).
Those aged between 50 and 64 years are the most likely to eat fresh vegetables in any given seven-day period (86 per cent of respondents), while frozen vegetables are most popular with the 65-plus age bracket (56 per cent) and canned vegetables hit their peak with 25-34 year-olds and 35-49 year-olds (19 per cent each).
Teenagers between 14 and 17 are the least likely to eat any kind of vegetable in an average seven days, according to the research. In any given week across Australia in this age group, 30 per cent of boys surveyed and 17 per cent of girls surveyed claim they eat no vegetables.
“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,” Roy Morgan Research General Manager Consumer Products Andrew Price said. “However, this is not necessarily bad news for retailers and/or producers of frozen and canned vegetables: 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 vegies, 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.”