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ASIAN VEGETABLES REGULAR ANALYSISYEAR TO 29/11/2014
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1. Market Overview
2. Demographics
3. Retail Health Situation by State
Agenda
This analysis is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Beans excluding Canned Beans).
Asian Veg: Pak Choi, Buk Choi, Chinese Broccoli, Choy Sum, Chinese Cabbage/Wombok, Gai Choy and Ong Choi
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HIGHLIGHTS
RECOMMENDATIONSActivate awareness and recipe ideas for Asian Vegetables through the rising influence of food media and innovative Asian restaurants in home cuisine. This can help expand the appeal of the crop among Bustling Families and Young Transitionals who are lapsing out of the vegetable, especially since they consume the most on average.
Asian Vegetables represent 1.0% of the total value market share . It’s buyer base has reduced this year to about one-third of Australian households, however, they have increased their spend and frequency of purchase.
Established Couples are gaining relevance for Asian Vegetables as they have increased their contribution to volume sales substantially this year from 21% to 28% .
Smaller (1-2 member) households account for more than half of volume sales. Larger (3 or more members) households have reduced their consumption this year.
Non-supermarkets represent almost 38% of Asian Vegetables volume share and have witnessed growth in terms of value and volume.
Almost half of Woolworths shoppers are purchasing Asian Vegetables on their visit to Woolworths stores. Headroom to elevate conversion to levels enjoyed by Cucumber, Fresh Salad, and Broccoli.
Consumption of Asian Vegetables increased across all states except in WA. However, the number of buying households have reduced for NSW, VIC and WA.
Ensuring consistent quality and variety of supply of Asian Vegetables in Coles and Woolworths can help the majors compete with Asian Green Grocers and Non supermarkets which dominate the trade. This should help rebalance share of trade and achieve conversion rates that are better aligned with other crops.
As Asian Vegetables increase penetration among Ready to Eat Meals (Colmar Brunton Wave 16) and convenience formats, marketing programs can be steered towards suggested uses for in-home consumption.
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Market OverviewAsian Vegetables
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Share of Market VolumeTotal VegetablesAustralia
Share of Market ValueTotal VegetablesAustralia
Asian Vegetables represent 0.6% of total volume and 1.0% of total value market share of vegetables, both remaining stable over the last year.
Source: Nielsen Homescan
Last year This year
23.3% 23.5%
22.8% 22.2%
10.7% 11.0%
11.0% 10.6%
10.3% 10.1%
5.6% 5.4%
5.6% 5.8%
4.7% 5.2%3.1% 3.2%2.1% 2.3%0.6% 0.6%
Last year This year
39.8% 39.9%
11.8% 11.3%
4.8% 4.4%
13.6% 14.5%
4.3% 4.0%3.8% 4.3%2.9% 3.1%2.4% 2.6%8.0% 7.5%7.6% 7.5%
1.0% 1.0%
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T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
357.1
10.6 7.2 17.0 35.1 20.0 11.9 8.8
381.8
11.1 7.8 20.1 36.3 21.6 13.9 9.3
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
89.0
1.6 2.0 6.2 2.5 5.3 2.3 2.0
87.9
1.7 2.1 5.8 2.6 5.1 2.3 2.1
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
99.7
33.6
55.5
80.7 76.8 76.663.8 68.4
99.7
32.9
57.2
80.9 78.3 76.261.0 66.5
How many Households buy
annually?
How much (Kg) do they buy per year?
How much ($) do they spend per year?
This YearLast year
Source: Nielsen Homescan
Asian Vegetables lost 52,602 buying households while their consumption and average spend has increased compared to last year.
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How much ($) do they spend per occasion?
How much (Kg) do they buy per occasion?
How often do they buy annually?
Source: Nielsen Homescan
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
50.3
4.3 3.710.1 8.0 10.0
5.0 5.0
50.7
4.5 3.610.0 8.1 9.9
5.1 4.8
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
1.77
0.360.54 0.62
0.310.53 0.46 0.40
1.73
0.380.58 0.59
0.320.52 0.45 0.44
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
7.10
2.441.95 1.69
4.39
2.00 2.411.74
7.53
2.49 2.16 2.02
4.48
2.192.75
1.95
The rise in average spend is due to an increase in both spend per trip and number of trips for Asian Vegetables compared to last year. There is also a slight increase in volume per trip this year.
This YearLast year
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9Source: Nielsen Homescan
4 W
/E 2
9/12
/201
2
4 W
/E 2
6/01
/201
3
4 W
/E 2
3/02
/201
3
4 W
/E 2
3/03
/201
3
4 W
/E 2
0/04
/201
3
4 W
/E 1
8/05
/201
3
4 W
/E 1
5/06
/201
3
4 W
/E 1
3/07
/201
3
4 W
/E 1
0/08
/201
3
4 W
/E 0
7/09
/201
3
4 W
/E 0
5/10
/201
3
4 W
/E 0
2/11
/201
3
4 W
/E 3
0/11
/201
3
4 W
/E 2
8/12
/201
3
4 W
/E 2
5/01
/201
4
4 W
/E 2
2/02
/201
4
4 W
/E 2
2/03
/201
4
4 W
/E 1
9/04
/201
4
4 W
/E 1
7/05
/201
4
4 W
/E 1
4/06
/201
4
4 W
/E 1
2/07
/201
4
4 W
/E 0
9/08
/201
4
4 W
/E 0
6/09
/201
4
4 W
/E 0
4/10
/201
4
4 W
/E 0
1/11
/201
4
4 W
/E 2
9/11
/201
4
6.1
7.8 7.8 7.48.6 8.5 8.1 8.0 7.9 8.0 8.4
7.6 7.9
6.2
7.77.1
7.78.6
8.1 8.3 8.28.9
8.0 7.6 7.97.3
0.6
0.50.5
0.5
0.5 0.5
0.6
0.50.6
0.5
0.50.5 0.5
0.6
0.5 0.5
0.6
0.5
0.5 0.5
0.6
0.5 0.5 0.5
0.5
0.6
Penetration of households Average Volume per household every 4 weeks
There is a drop in number of buyers in the latest 4 weeks compared to same period last year. Nonetheless, latest month’s consumption is at a 2-year peak for Asian Vegetables.
Kg
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10Source: Nielsen Homescan
4 W
/E 2
9/12
/201
2
4 W
/E 2
6/01
/201
3
4 W
/E 2
3/02
/201
3
4 W
/E 2
3/03
/201
3
4 W
/E 2
0/04
/201
3
4 W
/E 1
8/05
/201
3
4 W
/E 1
5/06
/201
3
4 W
/E 1
3/07
/201
3
4 W
/E 1
0/08
/201
3
4 W
/E 0
7/09
/201
3
4 W
/E 0
5/10
/201
3
4 W
/E 0
2/11
/201
3
4 W
/E 3
0/11
/201
3
4 W
/E 2
8/12
/201
3
4 W
/E 2
5/01
/201
4
4 W
/E 2
2/02
/201
4
4 W
/E 2
2/03
/201
4
4 W
/E 1
9/04
/201
4
4 W
/E 1
7/05
/201
4
4 W
/E 1
4/06
/201
4
4 W
/E 1
2/07
/201
4
4 W
/E 0
9/08
/201
4
4 W
/E 0
6/09
/201
4
4 W
/E 0
4/10
/201
4
4 W
/E 0
1/11
/201
4
4 W
/E 2
9/11
/201
4
6.1
7.8 7.8 7.48.6 8.5 8.1 8.0 7.9 8.0 8.4
7.6 7.9
6.2
7.77.1
7.78.6
8.1 8.3 8.28.9
8.0 7.6 7.97.3
3.43.2
3.43.6 3.5 3.5 3.5
3.3
3.63.5 3.4
3.6 3.63.7
3.4
3.7 3.7
3.1
3.53.6
3.83.7 3.6 3.6 3.6
3.9
Penetration of households Average $ spend per household every 4 weeks
The average spend has increased $0.30 cents in the last 4 weeks compared to the same period year ago.
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11Source: Nielsen Homescan
4 W
/E 2
9/12
/201
2
4 W
/E 2
6/01
/201
3
4 W
/E 2
3/02
/201
3
4 W
/E 2
3/03
/201
3
4 W
/E 2
0/04
/201
3
4 W
/E 1
8/05
/201
3
4 W
/E 1
5/06
/201
3
4 W
/E 1
3/07
/201
3
4 W
/E 1
0/08
/201
3
4 W
/E 0
7/09
/201
3
4 W
/E 0
5/10
/201
3
4 W
/E 0
2/11
/201
3
4 W
/E 3
0/11
/201
3
4 W
/E 2
8/12
/201
3
4 W
/E 2
5/01
/201
4
4 W
/E 2
2/02
/201
4
4 W
/E 2
2/03
/201
4
4 W
/E 1
9/04
/201
4
4 W
/E 1
7/05
/201
4
4 W
/E 1
4/06
/201
4
4 W
/E 1
2/07
/201
4
4 W
/E 0
9/08
/201
4
4 W
/E 0
6/09
/201
4
4 W
/E 0
4/10
/201
4
4 W
/E 0
1/11
/201
4
4 W
/E 2
9/11
/201
4
3.4 3.2 3.43.6 3.5 3.5 3.5
3.33.6 3.5 3.4
3.6 3.6 3.73.4
3.7 3.7
3.13.5 3.6 3.8 3.7 3.6 3.6 3.6
3.9
2.44 2.38 2.34 2.46 2.45 2.53 2.47 2.42 2.48 2.42 2.44 2.53 2.56 2.612.42
2.58 2.522.28
2.442.59 2.62 2.53 2.53 2.48 2.60
2.81
1.4 1.4 1.4 1.5 1.4 1.4 1.4 1.3 1.5 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.5 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.4
Average $ spend per household every 4 weeks $ spend per purchase occasion Average purchase occasions every 4 weeks
This month’s increase in average spend on Asian Vegetables is driven by the higher spend per trip as the shopping occasions remain stable.
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DemographicsAsian Vegetables
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14Source: Nielsen Homescan
Distribution of BuyersAustralia
Distribution of VolumeAustralia
Last Year This Year
8% 8%
11% 10%
15% 14%
12% 12%
13% 13%
26% 25%
15% 18%
Last Year This Year
9% 7%
9% 9%
19%17%
14%12%
15%
13%
21%28%
13% 15%
Established Couples continue to be valuable buyers of Asian Vegetables and have substantially increased their consumption contribution this year.
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How many Households buy
annually?
Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan
How often do they buy annually?
How much (Kg) do they buy per occasion?
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAMILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
33.642.0
36.3 36.443.5
20.2
39.530.532.9
42.535.4 32.9
41.6
20.0
37.2 33.2
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAM-ILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
4.3 4.13.7
4.75.2
4.1 4.2 4.34.53.5 3.8
4.75.6
4.04.9
4.1
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAM-ILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
0.360.43
0.340.43
0.35
0.45
0.30 0.310.38 0.38 0.37
0.45
0.30
0.450.38 0.35
Whilst Established Couples have lost 40,899 households from its buyer base, their number of trips and consumption per trip have increased more than any other lifestage.
This YearLast year
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16Source: Nielsen Homescan
Distribution of BuyersAustralia
Distribution of VolumeAustralia
Last Year This Year
52% 53%
18% 18%
19% 18%
11% 11%
Last Year This Year
47% 51%
17%16%
22% 22%
13% 11%
Smaller (1-2 member) households are important buyers for Asian Vegetables increasing their consumption to account for more than half of volume sales.
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How much (Kg) do they buy per occasion?
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
33.630.0
38.4 40.336.4
32.9 29.837.1 38.3 36.1
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
4.3 4.2 4.4 4.5 4.44.5 4.6 4.4 4.54.0
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
0.36 0.33 0.340.41 0.44
0.38 0.35 0.36
0.46 0.44
Whilst Asian Vegetables lost 25,349 buyers amongst 4 member households, their consumption has increased this year and is highest amongst all households.
This YearLast year
Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan
How many Households buy
annually?
How often do they buy annually?
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Retail HealthSituation by StateAsian Vegetables
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Share by RetailersThis YearAsian Vegetables
Sales vs. Last YearThis year vs. Last yearAsian Vegetables
Other Supermarkets
Non Supermarkets
Volu
me
Valu
e
While Woolworths witnessed a significant -10% decline in its volume sales, it has rebounded in dollar terms posting a 2% increase value sales. Non Supermarkets have performed consistently well this year.
Source: Nielsen Homescan
59%15%
1%3%
9%
12%
20%
-4%
40%
-24%-22%
15%8%
22%
-2%
15%
-11%
2%
-10%
5%37%
9%
1%3%
28%
22%
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Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 29/11/2014
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Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Almost 50% of Woolworths shoppers purchasing Asian Vegetables anywhere chose to buy at Woolworths. Headroom to drive better conversion and achieve levels of other vegetables.
Account Shopper ConversionYear to 29/11/2014 | Woolworths (WW)
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Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 29/11/2014
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Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Almost 44% of Coles shoppers that buy Asian Vegetables, prefer to buy it while shopping at Coles. Opportunity to drive better conversion relative to Woolworths and achieve levels of Cucumber, Fresh Salad and Broccoli.
Account Shopper ConversionYear to 29/11/2014 | Coles
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34.6 34.0
1.41.7
SA + NT (9%)
VIC (28%)
NSW (35%)
QLD (15%)
WA (10%)
Average KG per Buyer
Penetration this year vs. last year
( ) State share of Asian Vegetables $ sales consumption
Is there a particular State driving the category performance?
Source: Nielsen Homescan
36.5 34.9
2.11.9
30.1 30.1
1.3
1.8
29.6 30.5
1.01.2
36.6 34.3
1.9 2.0
Consumption has increased across all the Australian states except WA.
However, the number of buyers have declined for NSW, VIC and WA.
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