Monday, 19 November 2018


Potatoes are on the third position on Australians’ preferences, as market share and percentage of buying households, when it comes to fresh vegetables and fruits, according to Nielsen. However, they lost 7.7% as sales percentage year-on-year.

Australian households are buying healthier packaged grocery products thanks to greater health education and awareness, along with supplier innovation bringing in a range of better-for-you alternatives. However, this growing demand for healthy products is yet to be fully realized when it comes to fresh produce.

Total fruit and vegetable dollar sales were relatively flat versus a year ago (+1.3%) and the amount of kilograms consumed by households remained stable. 

Nielsen’s analysis of the top 20 fruits and vegetables ranks the fresh produce categories that accounted for the largest dollar share of at-home consumption by Australian households over the past year.

Nielsen notices four important levers of growth for driving future sales of fresh produce; premiumization, availability, pricing strategy and communication. 

“Sales trends over the past year show that there are premiumization opportunities to be had in fresh produce. Shoppers are willing to pay more for new varieties; and brands or formats that deliver a better eating experience or cater to households’ increasing need for convenience,” Nielsen say.

On the other hand, Australian shoppers are increasingly searching for healthy options. “Products that are positioned as being healthy and stay top-of-mind for shoppers, are well placed to capitalize,” Nielsen explains why companies have to better communicate the benefits of their products. 

Related articles: 

Australian Authority Takes Action against Unfair Potato Trading Practices 

McCain Foods Australia/New Zealand Starts Pilot Program to Test PEF Unit 

Key Technology and Heat and Control Form Strategic Partnership in Australia, New Zealand and India

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