Wave 30, November 2015 Vegetables tracked: Broccoli

Wave 30, November 2015 Vegetables tracked: Broccoli

Wave 30, November 2015

Vegetables tracked: Broccoli, Chillies, Corn,

Green Peas, Kale, Leeks, Lettuce

This project has been funded by Horticulture Innovation Australia using the vegetable levy and funds from the Australian Government.

1

Contents.

1 Executive Summary

1 Tracker Ad-hoc Questions

1 Overall Vegetable Tracker

1 Broccoli

1 Chilli

3

13

16

20

40

1 Lettuce

1 Sweet Corn

1 Green Peas

60

80

100

1 Kale

1 Leek

1 In the Media

120

140

160

1 Background & Methodology 164

2

Wave 30:

Executive Summary

3

Industry Insight.

In January 2014, Wave 8 of the Project Harvest Vegetable Consumption Tracker found that children consumed, on average, 2.4 serves of vegetables per day

– fewer than the Australian Guide to

Healthy Eating recommendation of 2.5 to 5.5 serves. This illustrates why there is such a concern around unhealthy diets and why this is a current focus for HIA, as well as for other national institutions.

In October 2015, the Royal Children’s Hospital surveyed a nationally representative sample of 1993 adults for their “Top Ten Child Health Problems” report. The results reveal that an Unhealthy Diet was ranked in the top four concerns, coming in after Excessive Screen Time, Obesity and a Lack of

Physical Activity. These issues were more commonly rated as “big problems” facing all children compared to other concerns, such as Bullying, Illegal Drug Use, Violence, Internet Safety or Sun

Safety.

A positive correlation was observed between children’s age and parents’ concerns about their unhealthy diets, aligning with findings of the Australian Health Survey (2011-13) that revealed those aged between two and three were more likely to meet the recommended usual intake of vegetables

(49%) compared to children aged 4-18 (less than 10%). Interestingly, Unhealthy Diets were considered much more of a problem for all children (58%) than for respondents’ own children (11%).

This in itself shows the challenge around effectively changing behaviour: parents believe there are real problems, but not in their own homes.

4

Industry Insight continued.

To help address these concerns about unhealthy diets in children, HIA commissioned research into strategic initiatives to increase their vegetable consumption through project VG13090 A

strategy to address consumption of vegetables in children. This has resulted in four priority areas of future focus: collaboration between those in and outside the horticulture industry; initiatives to engage children; continued research into new initiatives; and policy changes. These should be pursued whilst acknowledging the difficulty parents have with recognising their role in the problem, as well as working with what parents told us in Wave 8 of the current Vegetable

Consumption Tracker: that the taste of particular vegetables has an impact on children’s consumption habits.

This tracker told us that vegetables with bitter, sour, tart or aniseed-like flavour (such as witlof, chicory, artichoke and fennel) can inhibit consumption, suggesting that offering children vegetables with a blander or sweeter flavour profile may help in this most important quest!

5

Broccoli Grower Action Plan.

Wave 30 Fast Facts

– Broccoli

7

Consumer sentiment is in line with the Vegetable

Average for all vegetables tracked thus far. There are high levels of endorsement for broccoli.

7

On average broccoli is purchased 4 times per month and consumed 10 occasions per month. Mainstream retailers are the main purchase locations.

7

Consumers typically purchase 800g of broccoli per occasion, relatively consistent with previous months.

Broccoli is perceived to be good value for money, increasing this wave. Individual heads of broccoli are the preferred format.

7

National pricing analysis revealed an average of

$3.69 per kg, which is substantially lower than July,

2015 prices.

7

Overall awareness of broccoli types remains low.

Over half of consumers are unable to recall any variety.

7

The key motivations for purchasing broccoli are health and convenience. The main barriers to purchase are that broccoli is not available in their area and that they don’t want to waste any.

7

Broccoli is expected to remain fresh for a week.

Expectations of freshness are stable and in line with previous waves.

7.7

days is the number of days broccoli is expected to remain fresh.

1.

Insight:

Health is an increasing trigger to broccoli purchase.

Short Term

Recommendation:

Appeal to Conscious Improver consumers by clearly labelling the health benefits of broccoli at point of sale, including specific vitamin and nutrient benefits.

This should encourage more frequent broccoli purchases.

2.

Insight:

There has been a lack of new product development globally, and only three product launches domestically in the last three months.

Long Term

Recommendation:

Snacking is a growing category in Australia

– look to the USA for innovative broccoli snacking products, including chips and poppers.

6

Chilli Grower Action Plan.

Wave 30 Fast Facts

– Chilli

7

Chillies hold strong importance to consumers and are likely to be recommended to family and friends. There is strong future purchase intent for chillies.

7

Chillies are purchased 4 times a month and consumed on 10 occasions per month, which has declined this wave. Purchase is from mainstream and specialist retailers.

7

Consumers generally purchase 300g of chillies, with recalled last spend consistent at $4.00.

Overall, chillies are perceived as fair value for money.

7

Pricing analysis revealed the average national price for long red chillies was $18.64 per kg, slightly higher than prices in July 2015.

7

There is a high level of recall for chilli varieties.

Jalapeno and birds eye have the greatest awareness amongst consumers.

7

Main triggers for purchasing chillies are to use as an ingredient in dishes and taste. The key barriers to purchase are consuming enough for their needs and not wanting to waste any.

7

Chillies are expected to remain fresh for just over

10 days, and this freshness is met most of the time .

$18.64 per kg was the average price for chillies in

November, 2015

1.

Insight:

There has been a decline in consumption of chillies in past waves. However, consumers are open to experimenting with chillies when cooking a new recipe.

Short Term

Recommendation:

Inspire consumers with new recipe ideas that contain chilli at point of purchase. Clearly call out expected heat levels of dishes to avoid alienating less frequent users.

2.

Insight:

A considerable number of consumers grow their own chillies. Additionally, purchase of chilli plants is on the rise.

Long Term

Recommendation:

Further differentiate chilli varieties by creating cuisinespecific chillies, such as by encouraging consumers to use jalapenos for Mexican cooking and birds eye chillies for Thai.

This will create the need for multiple varieties rather than a chilli plant for all cuisines.

7

Lettuce Grower Action Plan.

Wave 30 Fast Facts

– Lettuce

7

Lettuce holds high levels of importance and satisfaction with consumers. Future purchase intent has remained stable.

7

Lettuce is purchased on average 4 times per month and consumed approximately 15 times per month. Purchase is primarily from mainstream retailers.

7

On average, consumers are purchasing 700g of lettuce, which is consistent with the previous wave.

Recalled last spend was $2.70. Value for money is perceived as fair.

7

Price tracking revealed an average price of $2.22 per Iceberg lettuce head. This is lower than prices from July 2015.

7

There is a high level of awareness of lettuce types, especially Iceberg and Cos.

7

The main motivations for purchasing lettuce are health and complementing other food. Not wanting to waste any and short shelf life are the key barriers to purchase.

7

Lettuce is expected to stay fresh for a week.

Expectations of freshness are met most of the time, consistent with previous waves.

14.7

times is the average number of consumption occasions for lettuce per month.

1.

Insight:

Knowing that lettuce is grown in

Australia is highly important to consumers.

Short Term

Recommendation:

Ensure that all lettuce varieties have Australian provenance called out in-store and on-pack.

Where possible, communicate locally grown lettuce (i.e. state provenance).

2.

Insight:

Fear of wastage remains a key barrier to purchase. Lettuce also has the highest level of wastage of all vegetables tracked.

Long Term

Recommendation:

Consumers want smaller portion sizes to help reduce their wastage. Ensure there are multiple sizes of pre-prepared lettuce formats that will appeal to couples, small families, and large families.

8

Sweet Corn Grower Action Plan.

Wave 30 Fast Facts

– Sweet Corn

7

Sweet corn holds high levels of satisfaction for consumers, and they are likely to recommend sweet corn to family and friends.

7

Purchase frequency of sweet corn is around 4 times per month and on average sweet corn is consumed on 6 occasions per month.

7

On average, consumers purchase 0.9kg of sweet corn, with recalled last spend $4.20. Perceived value for money is good (6.7/10), consistent with the previous wave.

7

Analysis of pricing nationally revealed an average price of $1.42 per cob, which was slightly higher than in July 2015.

7

Awareness of sweet corn remains very low, with two thirds of consumers unable to recall a type.

7

Taste is the primary trigger to purchase. Ease of preparation is becoming a stronger influence on purchase across waves. Already consuming enough and wanting a variety of vegetables are the main barriers to purchase.

7

Consumers expect sweet corn to remain fresh for approximately 8 days, and this longevity is likely to be met most of the time.

54% of consumers purchase sweet corn in prepackaged small trays.

1.

Insight:

Weight and diet management has doubled as a barrier to purchasing sweet corn over the last three waves.

Short Term

Recommendation:

To negate negative perceptions of sweet corn, include nutritional panels or health star ratings and nutritional claims on pack (such as sweet corn cobs having less calories than an apple).

2.

Insight:

Grilling corn is continuing to grow in popularity.

Long Term

Recommendation:

To increase awareness of grilling as a cooking style, provide cooking instructions on all packs

(with husk and without). As we enter warmer months, consider adding corn to meat grill packs for family BBQs.

9

Green Peas Grower Action Plan.

Wave 30 Fast Facts

– Green Peas

7

Green peas hold high levels of importance and consumers are likely to recommend peas to family and friends. Future purchase intent looks stable.

7

Green peas are purchased on average 5 times per month and consumed on 10 occasions per month.

Purchase is primarily from mainstream retailers.

7

On average, consumers are purchasing 700g of green peas, which is consistent with the previous wave. Recalled last spend was $4.20. Value for money is perceived as fair.

7

Price tracking revealed an average price of $11.87 per kg of snow peas, which has continued to decline over the last three waves.

7

Over half of consumers are unable to recall a type of green pea. Snow Peas and Snap Peas have the highest level of recall.

7

The main motivations for purchasing green peas are taste and health. Already consuming enough and not wanting to waste any are the key barriers to purchase.

7

Green peas are expected to stay fresh for 8 days.

Expectations of freshness are met most of the time.

7.7

days is the number of days green peas are expected to remain fresh.

1.

Insight:

Awareness of green pea varieties has fallen this month.

Short Term

Recommendation:

Ensure pea varieties are clearly labelled at point of sale. Further differentiate types of green peas by communicating specific flavour profiles and suitability in cooking and cuisine styles.

2.

Insight:

Consumers are increasingly eating green peas raw.

Long Term

Recommendation:

Investigate new product development opportunities that include raw green peas including pre-prepared salad mixes and slaws.

10

Kale Grower Action Plan.

Wave 30 Fast Facts

– Kale

7

There are high levels of interest in kale, with consumers likely to recommend it to family and friends. There is strong future purchase intent, with one third of consumers indicating they intend to increase the amount they currently purchase.

7

On average, kale is purchased 4 times per month, and consumers 9 occasions per month.

7

On average, consumers purchase 600g of kale.

Value for money is perceived to be fair.

7

Analysis of pricing nationally revealed an average price of $3.26 per bunch, which is slightly lower than in July 2015.

7

Awareness of kale varieties has substantially improved, however 61% of consumers are still unable to recall a type.

7

Health and nutrition are the primary triggers to purchase. Not wanting to waste any and consuming enough for their needs are the main barriers to purchase.

7

Consumers expect kale to remain fresh for nearly a week, and this longevity is likely to be met most of the time.

39%

of consumers use steaming as a method for cooking kale.

1.

Insight:

Kale has lower than average consumer satisfaction and declining value for money, but strong future purchase intent.

Short Term

Recommendation:

Communicate the versatility of kale by promoting various meal occasions such as smoothies for breakfast, salads for lunch and chips for a snack. This should increase value for money and satisfaction perceptions.

2.

Insight:

Short shelf life has increased as a barrier to purchase this wave, while wastage remains the key barrier for kale purchase.

Long Term

Recommendation:

As a newer vegetable in consumers’ repertoire, there is a need for education on the optimal storage of kale. Coming into the warmer months, highlight freezing of kale as a storage option, which will also minimise wastage.

11

Leek Grower Action Plan.

Wave 30 Fast Facts

– Leek

7

Consumer sentiment for leeks are in line with the Vegetable Average.

7

Leeks are purchased on average twice per month and consumed four times per month, slightly higher than the previous wave. Purchase is primarily from mainstream retailers.

7

On average consumers are purchasing 800g of leek. Recalled last spend was $3.50, with value for money perceived to be fair.

7

Price tracking revealed an average price of

$2.27 per leek, relatively consistent with the previous wave.

7

Awareness of leek types is very low, with 91% of consumers unable to recall a type.

7

The main motivations for purchasing leeks are to use as an ingredient in dishes and that they taste great. Already consuming enough and not wanting to waste any are the key barriers to purchase.

7

Leeks are expected to stay fresh for over a week. Expectations of freshness are met most of the time.

26%

of consumers used leeks when cooking a new recipe.

1.

Insight:

Ease of preparation is a trigger to purchase. Quick meal occasions are increasing in popularity.

Short Term

Recommendation:

Appeal to time-poor consumers by highlighting its convenience, ease of cooking and versatility for quick meals, such as frittatas, quiches, omelettes and soups.

2.

Insight:

There has been an increase in leeks used in Asian cuisine, in particular Chinese and Thai. Stir frying is also on the rise.

Long Term

Recommendation:

Investigate new product development that includes leek in pre-prepared stir fry packs substituting out spring onions and shallots.

12

Wave 30:

Response to Ad hoc

Questions

13

Vegetable Wastage.

8%

6%

4%

2%

0%

16%

15%

14%

12%

12%

10%

12%

6%

10%

7%

9%

6%

9%

6%

9%

6%

8%

Lettuce Spring Onion Cauliflower Pumpkin Capsicums Cucumbers Beans

Since 2013, there has been a directional increase in the amount of wastage of fresh vegetables.

Overall, vegetable wastage still remains relatively minimal, even though it has increased by approximately 3% in absolute terms.

5%

8% 8%

4%

8%

Broccoli Baby Broccoli Carrots

5%

8%

7%

4%

7%

2%

6%

Zucchini Sweetpotato Sweet Corn Green Peas

14

Wave 5: Oct-13 Wave 30: Nov-15

Lettuce, spring onion and cauliflower have the most wastage.

AHW30Q1. Of the vegetables below, what percentage of the amount that you purchase, do you typically not use?

Base: Wave 5 N=589, Wave 30 N=613

Reducing Wastage.

34%

37%

36%

35%

27%

27%

Opportunity for education.

There has been little variation in strategies to reduce vegetable wastage since 2013.

Over one third of consumers still believe that they could not reduce their wastage.

However, this wave saw an increase in consumer perceptions that greater knowledge about the use of parts which they discard would enable them to minimise waste. Further education may be required to enable consumers to utilise the whole vegetable.

17%

22%

15%

16%

13%

13%

11%

11%

13%

9%

15

I do not think I can reduce my vegetable wastage

Increase longevity of freshness and shelf life

Smaller portion sizes

Increased knowledge for the use of the parts I discard

Increased knowledge of the health benefits for the parts I discard

Recipes available at time of purchase clearly communicating the amounts required to cook the meal

Greater availability of pre-prepared vegetables

Information on portion/serving sizes communicated on vegetable labels

Wave 5: Oct-15 Wave 30: Nov-15

AHW30Q2. How could this wastage be reduced?

Base: Wave 5 N=589, Wave 30 N=613

Wave 30: Overall

Vegetable Tracking

16

Top 20 Vegetables

Purchased Last Month

Carrots, tomatoes and potatoes continue to be the staple vegetables most popular with consumers.

Vegetable purchase in November is consistent with past waves. Whilst there has been little variation, purchase of cucumber and lettuce has increased over the past two waves in line with the warmer months.

Carrots

Tomatoes

Potatoes

Onion

Lettuce

Broccoli

Cucumbers

Capsicums

Celery

Pumpkins

Sweetpotato

Cauliflowers

Beans

Garlic

Cabbage

Spring Onion

Zucchini

Peas

Baby Broccoli

Sweet Corn

0% 20%

Wave 25

Wave 28

40% 60%

Wave 26

Wave 29

80%

Wave 27

Wave 30

100%

Sample Wave 30 N=948 (base in higher as Q appears in Screener)

S8. Which of the following fresh vegetables have you purchased in the last month?

17

Category Health

Explained.

The following questions were asked to understand consumer sentiment about the vegetables, which can be tracked over time.

The Harvest Project Average is the average of all commodities tracked thus far in this program.

8

How important to you is having a range of

commodity available in the store where you usually shop?

8

How satisfied or dissatisfied are you with the range of commodity currently available?

8

How likely would you be to recommend

commodity to your family and friends?

8

How interested or disinterested are you in new commodity varieties?

8

In the future, are you likely to buy?

18

Category health and consumer sentiment remains strong, especially for endorsement and interest compared with the vegetable average.

Kale, green peas and chillies have strong future purchase intent, while other commodities appear stable.

Importance

Satisfaction

Endorsement

Interest (New Varieties)

Future Purchase

More

Same

Less

6.4

7.1

7.4

6.3

13%

86%

1%

Broccoli

Chillies

7.2

6.5

7.4

7.3

20%

80%

0%

Lettuce

7.0

7.0

7.0

6.4

17%

83%

0%

Sweet

Corn

6.5

7.0

7.3

6.5

18%

80%

2%

Green

Peas

7.3

6.8

7.3

6.8

21%

77%

2%

Kale

6.5

6.2

7.3

6.7

32%

65%

3%

Leek

6.3

6.6

7.1

6.5

10%

89%

1%

Vegetable

Average

6.4

6.6

6.9

6.3

15%

83%

1%

19

Vegetable Average is the mean of all commodities from Wave 1, up to and including current wave

.

Broccoli

.

20

Average

Consumption

10.5 times per month

10.1 times, Wave 22

10.5 times, Wave 26

21

Both consumption and purchase frequency of broccoli have remained relatively stable this wave.

Purchase is typically from mainstream retailers, with Aldi becoming an increasingly popular purchase channel.

Purchase Channels

55%

59%

61%

58% 58%

57%

Average

Purchase

4.1 times per month

4.2 times, Wave 22

4.5 times, Wave 26

35% 35%

32%

17%

21%

20%

16%

20%

19%

15%

17%

19%

Aldi

0%

4%

4%

1%

4%

3%

2% 2%

2%

0% 0%

1%

0% 0%

1%

3% 3%

2%

Online Direct from the grower

Gourmet

Independent

Retailers

Costco Convenience

Stores

Other Coles Woolworths Specialist

Fruit and

Vegetable

Retailer

Markets Independent

Supermarkets

Wave 22: Mar-15

Q1. On average, how often do you purchase <commodity>?

Q2. On average, how often do you consume <commodity>?

Q5. From which of the following channels do you typically purchase <commodity>?

Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302

Wave 26: Jul-15 Wave 30: Nov-15

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

Average Spend and Price Sensitivity.

Average weight of purchase

Recalled last spend

The average consumer typically purchases 800g of broccoli, which is consistent with the previous wave.

The average recalled last spend in November was

$3.40, which has slightly declined over the last three waves.

Value for money

On average, consumers perceived broccoli to be good value for money

(6.4/10). There has been an increase in value perceptions across waves.

6.1/10, Wave 22

6.2/10, Wave 26

700g, Wave 22

800g, Wave 26

$3.60, Wave 22

$3.50, Wave 26

Q3. How much <commodity> do you typically purchase when you shop for it?

Q3b. To the best of your memory how much did this cost on your most recent typically purchase?

Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale)

Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

22

Individual broccoli heads are the main format purchased by consumers. Pre-packaged formats in small and large containers, bags and trays are also purchased options.

23

97%

94%

Individual Broccoli

5%

6%

Pre-packaged in small container/ bag/tray

3%

4%

Pre-packaged in large container/ bag/tray

Wave 26: Jul-15 Wave 30: Nov-15

4%

3%

Pre-prepared formats

Q4b In what fresh formats do you typically purchase Broccoli?

Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302

Online and In-store Commodity Prices.

Broccoli.

Darwin, NT

Woolworths: N/A

Coles: $3.90kg

The average price for broccoli in Australia was $3.69kg

Brisbane, QLD

Woolworths: $3.88kg / $3.88kg

Coles: $3.90kg / $3.90kg

Perth, WA

Woolworths: $4.98kg

Coles:

$3.50kg

Adelaide, SA

Woolworths: $3.90kg / $3.90kg

Coles: $3.90kg / $3.90kg

Sydney, NSW

Woolworths: $3.98kg / $3.98kg

Coles: $3.90kg / $3.90kg

The average price of broccoli was substantially lower than July 2015, with a national average of $3.69 per kg.

There were multiple price promotions across Perth and Melbourne. Otherwise prices were relatively consistent between states and retailers.

The lowest price was $2.00 per kilo and the highest price was $4.98 per kilo. The retail price range this wave was $2.98 per kg.

Pricing was carried out on 17 th

November 2015 between 10am-12pm.

Prices are displayed Online / In-store.

Green text indicates promotional price.

Melbourne, VIC

Woolworths: $3.5kg

/ $3.5kg

Coles:

$2kg

/

$2kg

Canberra, ACT

Woolworths: $3.98kg

Coles: $3.98kg

Hobart, TAS

Woolworths: $4.98kg

Coles: $3.90kg

24

Overall awareness of broccoli types is relatively consistent across waves, with just over half of consumers unable to recall a type.

Consumers recall ‘Broccolini’ and generic names, such as

‘broccoli’, with very few consumers able to name specific types.

38%

40%

34%

27%

30%

37%

Broccolini

Broccoli

Other varieties recalled are

Calabrese, Arcadia and

Marathon.

5%

3%

3%

3%

3%

3%

1%

1%

2%

Chinese Broccoli

Purple

Other

55%

52%

56%

Do not know any varieties

Wave 30: Nov-15 Wave 26: Jul-15 Wave 22: Mar-15

Q6a. What varieties of <commodity> are you aware of? (unprompted)

Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302

25

Health and convenience continue to be the main influences on broccoli purchase. The main barrier to purchase is broccoli not being available in their area.

26

Triggers

Barriers

As they are healthy

Easy to prepare/cook with

They taste great

To add variety to my vegetable selection

Specific health and nutritional benefits

Cooks quickly

To use as an ingredient in dishes

To add colour to a meal

To complement other food

The whole family likes them

Wave 22: Mar-15

42%

41%

42%

40%

34%

45%

38%

37%

38%

34%

34%

32%

31%

32%

24%

33%

31%

47%

51%

48%

46%

45%

46%

57%

65%

68%

54%

61%

60%

Added in Wave 26

13%

13%

15%

25%

27%

19%

18%

23%

20%

11%

6%

11%

8%

7%

6%

4%

7%

43%

25%

28%

35%

28%

3%

3%

4%

4%

4%

4%

Wave 26: Jul-15 Wave 30: Nov-15

Wave 22: Mar-15

Not versatile for my cooking style

I grow my own

I don't know how to fit any more vegetables into my daily diet

Other

Inconsistent or poor quality

Short shelf life

I consume enough to balance my diet

Expensive

I don't want to waste any

Not available in my area

Wave 26: Jul-15 Wave 30: Nov-15

Q7. Which of the following reasons best describes why you purchase <commodity>?

Q8. Which reason best describes why you don’t buy <commodity> more often?

Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302

30%

20%

10%

0%

70%

60%

50%

40%

57%

Traditional

Dinner is the main meal occasion for broccoli consumption.

Cuisines typically cooked remain relatively consistent this wave, with Australian and Chinese cuisines being most popular.

Top 5 Consumption Occasions

Dinner

Family Meals

Weekday Meals

Quick Meals

Weekend Meals

Wave 26 Wave 30

82%

77%

61%

53%

62%

46%

37%

42%

39%

39%

13%

used broccoli when cooking a new recipe

9%, Wave 22

14%, Wave 26

Typical Cuisine Cooked

45%

Modern

Australian

47%

10% 15%

23%

6%

5% 5%

Chinese Thai

Wave 22: Mar-15

Vietnamese Indian

Wave 26: Jul-15

Asian

11%

British

Wave 30: Nov-15

Italian Snacks Other

European Snacks

Q10. What cuisines do you cook/consume that use <commodity>?

Q11. Which of the following occasions do you typically consume/use <commodity>?

Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

27

Broccoli is generally steamed and stir-fried. Carrots, potatoes and cauliflower are most likely to be served in combination with broccoli, consistent with the previous wave.

Accompanying Vegetables

Carrot

65% lettu

Potato ce

Cauliflower

57%

40%

Potato ot

35%

Pumpkin

30%

Q9. How do you typically cook <commodity>?

Q10a. And when are you serving <commodity> which of the following do you also serve together with this?

Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302

Steaming

Stir frying

Boiling

Microwave

Soup

Raw

Sautéing

Frying

Slow Cooking

Roasting

Top 10 Cooking Styles

Wave 22 Wave 26

62%

49%

36%

28%

12%

9%

6%

0%

9%

4%

66%

57%

39%

26%

16%

12%

11%

8%

10%

8%

Wave 30

68%

47%

36%

26%

13%

10%

10%

9%

7%

6%

28

Importance of provenance has slightly declined this wave. However, knowing that broccoli is grown in Australia still remains highly important information for consumers.

Vegetable Average

Wave 22: Mar-15

Wave 26: Jul-15

Wave 30: Nov-15

Q14. When purchasing <commodity>, how important is Provenance to you?

Q15. And when purchasing Chillies, how important is that it is grown in Australia?

Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302

6.5

6.9

6.9

6.7

7.9

29

Broccoli is expected to stay fresh for just over a week, slightly above previous waves.

Expectations of freshness are being met most of the time.

Expected to stay fresh for

7.7 days

7.2 days, Wave 22

7.4 days, Wave 26

Expectations Met

68%

Wave 22: Mar-15

2% 6% 12%

Wave 26: Jul-15

3%

6% 11%

12%

17% 63%

Wave 30: Nov-15

2% 7%

12% 63% 16%

Never Met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect <commodity> to stay fresh for, once you have purchased it?

Q13. How often is this length of freshness met when you buy <commodity> ?

Sample: Wave 22 N=317, Wave 26 N=309, Wave 30 N=302

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

30

Broccoli Product

Launch Trends

.

31

Broccoli Global Launches

September

– November 2015

Country

21%

USA

Canada

Japan

Mexico

Germany

9%

8%

6%

5%

There were 282 new broccoli products launched globally over the last 3 months. Top categories for launch were meals and fruit and vegetables.

These launches occurred primarily across Europe and North America.

282 Global NPDs

Region

12% 2%

31%

26%

Europe

Asia Pacific

Middle East & Africa

30%

North America

Latin America

Top Pack Formats

7%

7%

8%

29%

13%

17%

Flexible

Flexible sachet

Tray

Bottle

Flexible stand-up pouch Carton

Categories

Meals

29%

Snacks

11%

Fruits &

Vegetables

14%

Skincare

9%

Microwaveable

No Additives/

Preservatives

Low/No/Reduced

Allergen

Gluten-Free

Ease of Use

Top Claims

23%

20%

31%

29%

27%

Broccoli Product Launches:

Last 3 Months (September

– November 2015)

Summary

• A total of 282 products containing broccoli as an ingredient were launched globally within the last 3 months, which is up from the previous wave.

• There were 3 products containing broccoli launched in Australia in the past 3 months (see upcoming slide for more detail).

• Europe (31%), North America (30%) were the top regions for broccoli product launches.

• Flexible pack formats (29%) are the predominant form of packaging for launches in the last 3 months. This is consistent with the previous waves.

• The top categories for launches were meals (29%), fruit and vegetable products

(14%), and snacks (11%).

• The core claims used for launches centred around convenience and health, with microwaveable being the top claim (31%), no additives or preservatives (29%) and low/no/reduced allergen (27%).

• The most innovative launch found was a Cereal Bar with Broccoli & Peas in the

Czech Republic (see upcoming slides for more detail).

Source: Mintel (2015)

33

USA was the dominant country for broccoli product launches. Meals, fruit & vegetables and snacks were the main product categories.

21%

282

Global

Launches

Top Launch Countries

9%

8%

6%

5%

4%

4%

4%

3%

3%

USA

Canada

Japan

Mexico

Germany

Brazil

Ireland

South Korea

France

Taiwan

Top Launch Categories

Meals & Meal Centers

Fruit & Vegetables

Snacks

Skincare

Juice Drinks

Soup

Baby Food

Healthcare

Other Beverages

Processed Fish, Meat & Egg

Products

7%

6%

5%

4%

2%

14%

11%

9%

8%

29%

34

Microwaveable is the most used claim on broccoli products, with no additives/preservatives and low/no/reduced allergen also popular claims.

Flexible packaging is utilised across all regions.

Pack Formats Used

Flexible

Tray

Flexible Sachet

Flexible

Tray

Tub

Flexible

Tray

Flexible Sachet

26%

7%

38%

17%

12%

29%

16%

11%

31%

Top Claims Used

Microwaveable 27%

No Additives/Preservatives 26%

Low/No/Reduced Allergen 22%

Microwaveable 34%

No Additives/Preservatives 26%

Vegetarian 24%

Low/No/Reduced Allergen 45%

Gluten Free 42%

GMO-Free 42%

Only regions with n >30 are displayed

35

Innovative Broccoli Launches:

L3M (September

Imagine Natural Creations

Organic Creamy Broccoli

Soup

(Philippines)

Imagine Natural Creations Organic Creamy

Broccoli Soup is USDA organic and kosher certified. It is made with the pure taste of broccoli, slowly cooked vegetables, roasted garlic, and lightly seasoned. It is non-dairy, and free from GMOs, gluten, monosodium glutamate and artificial ingredients and preservatives. This microwaveable soup contains one vegetable serving per cup.

– November 2015)

Labocare Everyday Mask

(Hong Kong)

Product Description: Labocare Everyday

Mask is described an easy and efficient skin treatment mask made with 10 kinds of super food extracts selected by the Times of

America for having good effects on body and skin.

Natural Polyphenol Antioxidants

Barber Foods The Original

Broccoli & Cheese Stuffed

Breaded Chicken Breasts

(USA)

Barber Foods The Original Broccoli &

Cheese Stuffed Breaded Chicken Breasts have been relaunched, were previously under the Barber Foods brand name, feature a new recipe and have been repackaged to celebrate the 60 years of the company. They comprise rib meat and are filled with broccoli florets and a creamy blend of Swiss and

American cheese. These all natural chicken breasts are USDA inspected and contain no artificial ingredients.

M Signature Wm Morrison

Minted Green Veg with

Tenderstem Broccoli

(UK)

M Signature Wm Morrison Minted Green Veg with Tenderstem Broccoli comprises tenderstem broccoli, cabbage, sweet leeks, tender green fine beans, sugar snap peas and spinach with a melting fragrant mint butter. Suitable for vegetarians, the microwaveable product provides one of the five-a-day, and retails in a 260g partly recyclable pack.

36

Claims:

No Additives/Preservatives, All Natural

Product, Low/No/Reduced Allergen, GMO-

Free, Organic, Ethical - Environmentally

Friendly Package, Vegan, Kosher, Social

Media, Time/Speed, Microwaveable, Gluten-

Free, No Animal Ingredients

Source: Mintel (2015)

Claims:

Cleansing*, Botanical/Herbal, Ease of Use,

Brightening / Illuminating*, Moisturising /

Hydrating, Toning*

Claims:

Social Media, All Natural Product, Ethical -

Environmentally Friendly Package, Limited

Edition

Claims:

Ethical - Environmentally Friendly Package,

Vegetarian, Premium, Microwaveable

Innovative Broccoli Launches:

L3M (September

President's Choice

Organics Broccoli and

Spinach Wholegrain Puffs

(Canada)

President's Choice Organics Broccoli and

Spinach Wholegrain Puffs are made with wholegrain brown rice and white rice, and contain no colourings or artificial flavourings.

The puffs have been processed according to the principles of organic agriculture and production, and are easy for toddlers to chew and swallow, They are described as a great tasting, convenient snack, and are an excellent source of iron.

– November 2015)

Cerea New Bar Cereal Bar with Broccoli & Peas

(Czech Republic)

Cerea New Bar Cereální Tycinka Brokolice

& Hrásek (Cereal Bar with Broccoli & Peas) is made with dried vegetables, including

20% of dried broccoli and 16% of dried peas and yogurt coating. The product is a source of fibre, free of preservatives and artificial colours, and retails in a 33g pack that provides one serving.

Natural Polyphenol Antioxidants

Pokphand Fiesta Cheesy

Chicken with Broccoli

(Indonesia)

Pokphand Fiesta Naget Ayam Isi Keju dan

Brokoli (Cheesy Chicken with Broccoli) has been relaunched with a new brand. It is easy to prepare and is made from only selected fresh chicken, combined with other selected ingredients. This halal certified product retails in a newly designed 500g pack.

Plum Organics Apple &

Broccoli Stage 2 Organic

Baby Food

(Canada)

Plum Organics Apple & Broccoli Stage 2

Organic Baby Food is suitable for babies aged six months and up. This smoothtextured, simply blended baby food is unsweetened and unsalted, and contains no genetically modified ingredients or artificial ingredients. The kosher product is certified organic by USDA and Oregon Tilth. It retails in a 128ml BPA-free pack, featuring the B

Certified Corporation logo.

37

Claims:

No Additives/Preservatives, Kosher, Ease of

Use, Organic, Babies & Toddlers (0-4),

Wholegrain

Claims:

No Additives/Preservatives

Source: Mintel (2015)

Claims:

Halal, Ease of Use, Microwaveable

Claims:

All Natural Product, GMO-Free, Kosher,

Ethical - Environmentally Friendly Product,

Low/No/Reduced Sugar, Ethical - Human,

Organic, Low/No/Reduced Sodium, Babies &

Toddlers (0-4)

Innovative Broccoli Launches:

L3M (September

Brad's Raw Cheeze Louise

Broccoli Poppers

(USA)

Brad's Raw Cheeze Louise Broccoli

Poppers are said to be an excellent source of living nutrients and enzymes, as well as a source of vitamin A, vitamin C, iron and calcium. This USDA organic certified raw product is free of GMO, gluten and soy and is suitable for vegans. This snack is made with 1/4-lb. of veggies and seeds and is produced with vegan cheese made without nuts. Broccoli is described as one of the most nutrient-dense superfoods.

– November 2015)

DJ&A Garden Basket

Broccoli Chips

(Singapore)

DJ&A Garden Basket Broccoli Chips are

100% natural. The gluten free product contains no added preservatives, no trans fat and is nutrient dense, one 25g portion being made up of around 70g of raw broccoli. It is cholesterol free and contains no added MSG, genetically modified vegetables, artificial colours, flavours ore preservatives. The halal product retails in a

25g pack.

Natural Polyphenol Antioxidants

Hilcona Tuscan Pasta with

Tomatoes & Broccoli

(Germany)

Hilcona Pasta Toscana mit Tomaten &

Broccoli (Tuscan Pasta with Tomatoes &

Broccoli) is now available. The product is a natural enjoyment for healthy eaters and is free from preservatives, flavour enhancers and artificial flavours. It is quick and easy to prepare in the microwave, suitable for ovovegetarians and retails in a 370g pack.

Evol. Veggie Cups Broccoli

& Cheddar with Uncured

Ham & Potato

(USA)

Evol. Veggie Cups Broccoli & Cheddar with

Uncured Ham & Potato is gluten free and contains 9g protein and 3g of fiber. The meal is made with pork raised without antibiotics and has been inspected and passed by the U.S. Department of

Agriculture. It retails in a microwavable 5-oz. pack bearing the Facebook and Twitter logos.

38

Claims:

Low/No/Reduced Allergen, GMO-Free,

Gluten-Free, Vegan, Social Media, Organic,

No Animal Ingredients, Antioxidant

Source: Mintel (2015)

Claims:

No Additives/Preservatives, All Natural

Product, Low/No/Reduced Allergen,

Low/No/Reduced Cholesterol, GMO-Free,

Halal, Gluten-Free, Low/No/Reduced

Transfat

Claims:

Ease of Use, No Additives/Preservatives,

Vegetarian, Time/Speed, Microwaveable

Claims:

Gluten-Free, Social Media, Low/No/Reduced

Allergen, Microwaveable

Australian Broccoli Launches:

L3M (September

– November 2015)

Malaysian Quick As Wok! Chicken

Laksa

Malaysian Quick As Wok! Chicken Laksa is described as a fast and authentic microwavable meal. The product can be heated in two and a half minutes, and retails in a 350g pack

Al & Dan's Home-Style Magic

Meatballs Grass Fed Beef with

Mushrooms

Al & Dan's Home-Style Magic Meatballs Grass Fed Beef with Mushroom is described to be a delicious alternative, made using only the highest quality Australian produce. It contains no artificial ingredients or preservatives, is healthy and nutritious and contains wholegrain breadcrumbs, four veggies and mushroom, herbs and spices and is coated in a crisp cornflake crumb.

Street Food Meal Pots Chicken

Noodle Pad Thai

Street Food Meal Pots Chicken Noodle Pad Thai is new to the range. This fast and fresh ready-to-heat product can be ready in three minutes in a microwave and retails in a

290g pack, providing one serving.

39

Claims:

Time/Speed, Microwaveable

Source: Mintel (2015)

Claims:

No Additives/Preservatives, All Natural Product,

Wholegrain, Social Media, Microwaveable

Claims:

Ease of Use, Time/Speed, Microwaveable

Pumpkin

.

.

40

Purchase and consumption frequency have continued to decline across waves.

Coles and Woolworths remain the primary purchase channels for chillies, with specialist retailers seeing a continuous decline over the last three waves.

Average

Purchase

3.7 times per month

4.0 times, Wave 22

3.8 times, Wave 26

Average

Consumption

10.4 times per month

12.4 times, Wave 22

12.0 times, Wave 26

41

54%

65%

55%

55%

54%

51%

Purchase Channels

42%

40%

34%

32%

23%

29%

17%

26%

20%

12%

8%

8%

6%

4%

5%

3%

4%

4%

Coles Woolworths Specialist

Fruit and

Vegetable

Retailer

Markets Independent

Supermarkets

Aldi Direct from the grower

Gourmet

Independent

Retailers

Wave 22: Mar-15

Q1. On average, how often do you purchase <commodity>?

Q2. On average, how often do you consume <commodity>?

Q5. From which of the following channels do you typically purchase <commodity>?

Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204

Wave 26: Jul-15

2%

2%

1% 1%

0%

1%

2%

0%

6%

2%

4%

Online Costco Convenience

Stores

Other

Wave 30: Nov-15

Average Spend and Price Sensitivity.

Average weight of purchase

The typical consumer purchases 300g of chillies, consistent with all previous waves.

Recalled last spend

Recalled last spend on chilli purchase was

$4.00, consistent with the past three waves.

300g, Wave 22

300g, Wave 26

$4.00, Wave 22

$4.00, Wave 26

Q3. How much <commodity> do you typically purchase when you shop for it?

Q3b. To the best of your memory how much did this cost on your most recent typically purchase?

Q4. Please indicate how Poor to Good Value you think this product is? 0-10 scale

Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204

Value for money

Consumers’ perceived value for money was relatively fair (6.4/10), consistent with the last wave.

6.2/10, Wave 22

6.4/10, Wave 26

42

Individual chillies are the main format purchased, followed by pre-packaged small trays.

83%

92%

95%

Individual Chilli

30%

20%

20%

Pre-packaged in small container/bag/tray

7% 7%

9%

Plant

5%

3%

Pre-prepared formats

Wave 22: Mar 15 Wave 26: Jul-15 Wave 30: Nov-15

Q4b In what fresh formats do you typically purchase Chillies?

Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204

43

Online and In-store Commodity Prices.

Chillies (Long Red).

Darwin, NT

Woolworths: N/A

Coles: $19.90kg

The average price for Chillies in

Australia was $18.64 kg

Brisbane, QLD

Woolworths: $16.98kg / $16.98kg

Coles: $18.00kg / $18.00kg

Perth, WA

Woolworths: $24.98kg

Coles: $24.00kg

Adelaide, SA

Woolworths: $19.98kg / $19.98kg

Coles: $19.90kg / $19.90kg

Sydney, NSW

Woolworths: $15.90kg / $15.90kg

Coles: $15.90kg / $15.90kg

Canberra, ACT

Woolworths: $17.98kg

Coles: $15.90kg

Melbourne, VIC

Woolworths: $18.00kg / $17.98kg

Coles: $18.00kg / $18.00kg

The average national price per kilo in Chillies was $18.64 per kg, slightly higher than July

2015.

There was little price variation between retailers, but differences between east and west coast. The cheapest price was in Sydney and Canberra ($15.90kg) and the most expensive

($24.98kg) in Perth.

The retail price range remained stable at $9.08kg.

Pricing was carried out on 17 th November 2015 between 10am-12pm.

Prices are displayed Online / In-store.

Green text indicates in-store promotional price.

Hobart, TAS

Woolworths: $15.98kg

Coles: $16.90kg

44

45

One third of consumers cannot recall a type of chilli.

Jalapeno and Birds eye remain the most recalled types. There has been a consistent increase in

Habanero awareness over last three waves.

Red

26%

Green

22%

Yellow

1%

Jalapeno

Birds eye

Habanero

Long

Banana

Cayenne

Scotch bonnet

Thai

Mexican

Serrano

Do not know any varieties

Chilli colour recall

Wave 30: Nov-15

6%

6%

4%

5%

3%

2%

5%

4%

7%

4%

4%

2%

2%

7%

6%

1%

1%

1%

0%

2%

2%

Wave 26: Jul-15

14%

20%

18%

28%

27%

27%

37%

36%

35%

34%

32%

31%

Wave 22: Mar 15

Q6a. What types/varieties of <commodity> are you aware of? (unprompted)

Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204

Three key triggers continue to drive chilli purchase: use as an ingredient in dishes, taste and complementing other food. Consuming enough for their needs and not wanting to waste any remain the main barriers to purchase.

46

Triggers Barriers

To use as an ingredient in dishes

They taste great

To complement other food

Easy to prepare/cook with

To add colour to a meal

It's versatile

As they are healthy

To add variety to my vegetable selection

Specific health and nutritional benefits

The whole family likes them

26%

37%

36%

25%

35%

35%

19%

29%

29%

19%

31%

29%

26%

35%

27%

15%

16%

24%

18%

27%

20%

47%

65%

76%

72%

60%

69%

67%

61%

60%

Added in Wave 26

18%

16%

16%

19%

24%

21%

4%

4%

4%

6%

4%

6%

6%

5%

8%

11%

14%

9%

8%

10%

9%

6%

9%

11%

30%

26%

34%

30%

30%

Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15 Wave 22: Mar-15

Not versatile for my cooking style

Inconsistent or poor quality

Lack of variety available

Other

Short shelf life

I want a variety of vegetables in my diet

Expensive

I grow my own

I don't want to waste any

I consume enough to balance my diet

Wave 26: Jul-15 Wave 30: Nov-15

Q7. Which of the following reasons best describes why you purchase <commodity> ?

Q8. Which reason best describes why you don’t buy <commodity> more often?

Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204

Chillies are popular in Asian and

Italian cuisine, consistent with previous waves.

Consumers are typically eating chillies for dinner. Chillies are also popular when cooking new recipes.

52%

Top 5 Consumption Occasions

Dinner

Family Meals

Weekday Meals

Weekend Meals

Quick Meals

Wave 26 Wave 30

79%

76%

68%

54%

52%

50%

63%

53%

51%

48%

41%

used chillies when cooking a new recipe

30%, Wave 22

42%, Wave 26

63%

Typical Cuisine Cooked

54%

30%

20%

10%

0%

70%

60%

50%

40%

13%

Traditional

32%

Modern

29%

4%

37%

8%

6%

Australian

Chinese Thai

Wave 22: Mar-15

Vietnamese Indian

Wave 26: Jul-15

Asian

British

Wave 30: Nov-15

Italian Snacks Other

European Snacks

47

Q10. What cuisines do you cook/consume that use <commodity> ?

Q11. Which of the following occasions do you typically consume/use <commodity> ?

Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204

Onions and capsicums remain the main vegetables that are served with chillies. Consumers prefer to stir-fry chillies, whilst frying and slow cooking are also common cooking styles.

Accompanying Vegetables

Onion

62% lettu

Capsicum ce

60%

Garlic

56% carr

Tomato ot

52%

Carrot

43%

Q9. How do you typically cook <commodity> ?

Q10a. And when are you serving <commodity> which of the following do you also serve together with this?

Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204

Stir frying

Top 10 Cooking Styles

Wave 22 Wave 26

Wave 30

75% 74%

76%

Frying

Slow Cooking

Sautéing

Soup

Raw

Roasting

Grilling

Baking

Boiling

21%

29%

32%

29%

24%

16%

13%

9%

4%

44%

38%

33%

36%

31%

23%

11%

14%

8%

45%

32%

30%

28%

27%

19%

16%

14%

5%

48

Importance of provenance declined this wave, which is below the

Vegetable Average. This may be due to consumers only purchasing a small amount of chillies per shop compared with other vegetables.

Vegetable Average

6.5

Wave 22: Mar-15 6.1

7.0

Wave 26: Jul-15

6.3

Wave 30: Nov-15

6.0

Q14. When purchasing <commodity>, how important is Provenance to you?

Q15. And when purchasing Chillies, how important is that it is grown in Australia?

Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204

49

Freshness expectations have improved this month with over one fifth of consumers stating that their expectations were always met.

The expected shelf life of chillies continues its downward trend but remains over 10 days, which is relatively substantial compared to other commodities.

Wave 22: Mar-15

8%

11%

Expectations Met

62%

Expected to stay fresh for

10.4 days

11.4 days, Wave 22

10.9 days, Wave 26

17%

Wave 26: Jul-15

7% 69%

18%

Wave 30: Nov-15

2% 7% 9% 61% 21%

Never Met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect <commodity> to stay fresh for, once you have purchased it?

Q13. How often is this length of freshness met when you buy <commodity> ?

Sample Wave 22 N=253, Wave 26 N=201, Wave 30 N=204

50

Pumpkin

.

Launch Trends

.

51

Chilli Global Launches

September

– November 2015

India

China

UK

Germany

USA

Country

6%

6%

10%

9%

9%

There were 2800 new products launched in the last 3 months that contained chilli as an ingredient. The majority of these launches were in the Asia Pacific and Europe regions. The top product launches categories were sauces & seasonings and snacks.

2800 Global NPDs

Region

8%

6% 3%

48%

36%

Asia Pacific

North America

Middle East & Africa

Europe

Latin America

Top Pack Formats

8%

7%

8%

31%

Flexible

Tray

Tub

10%

13%

Jar

Flexible stand-up pouch

Flexible sachet

Categories

Sauces &

Seasoning

31%

Meals

21%

Snacks

25%

Processed

Products

10%

Top Claims

No Additives/

Preservatives

Vegetarian

Ease of Use

Microwaveable

Ethical -

Environmentally

Friendly Package

22%

18%

15%

14%

13%

Chilli

Product Launches:

Last 3 Months (September

– November 2015)

Summary

• A total of 2800 products that contained chilli as an ingredient have been launched globally in the last 3 months.

• There were 77 chilli products launched in Australia – slightly more than in the previous wave.

• The two main regions for launches are Asia Pacific (48%) and Europe (36%).

• Flexible packaging (31%) and jars (13%) remained the main formats used for chilli launches.

• Top categories for launches are sauces and seasoning (31%) and snacks

(25%).

• The key claims used are no additives/preservatives (22%) and vegetarian

(18%).

• The most innovative products are Spicy Tortilla Wraps in Poland, and Hot

Lollipops from Mexico (see upcoming slides for more details).

Source: Mintel (2015)

53

India and China have had the greatest number of launches over the past three months. The majority of products are launched as sauces, snacks and meals.

Top Launch Countries

10%

9%

9%

2800

Global

Launches

6%

6%

4%

4%

4%

3%

3%

India

China

UK

Germany

USA

South Korea

Mexico

Indonesia

Taiwan

France

Top Launch Categories

Sauces & Seasonings

Snacks

Meals & Meal Centers

Processed Fish, Meat &

Egg Products

Savoury Spreads

Soup

Bakery

Fruit & Vegetables

Side Dishes

Dairy

3%

3%

2%

2%

1%

1%

10%

25%

21%

31%

54

No additives & preservatives is the key claim used on products containing chilli. Flexible formats are the main type of packaging used, being the top format in each region.

55

Pack Formats Used

Flexible

Jar

Tray

Flexible

Jar

Flexible Sachet

Flexible

Tray

Jar

12%

10%

24%

19%

13%

31%

13%

7%

36%

Only shown regions > 30 products launched

Top Claims Used

No Additives/Preservatives 22%

Vegetarian

Halal

18%

9%

No Additives/Preservatives 23%

Vegetarian 23%

Halal

Ethical - Environmentally

Friendly Package

18%

22%

No Additives/Preservatives 19%

Microwaveable 18%

Innovative Chilli Launches:

L3M (September

– November 2015)

El Tequito Spicy Tortilla

Wraps

(Poland)

El Tequito Pikantne Placki Pszenne (Spicy

Tortilla Wraps) have been repackaged.

These microwaveable wraps have been made with wheat, red pepper and chilli peppers, and retail in a 370g pack containing six units measuring 25cm in diameter each.

Felix Crispers Hot Chilli

Flavoured Roasted Peanuts in Crispy Shell

(Poland)

Felix Crispers Smazone Orzeszki Ziemne w

Chrupkiej Skorupce o Smaku Chilli (Hot

Chilli Flavoured Roasted Peanuts in Crispy

Shell) are now available. The product contains whole peanuts, it is said to be very crunchy, and retails in a 200g pack.

Tesco American Style

Loaded BBQ Pulled Pork

Pizza

(UK)

Tesco American Style Loaded BBQ Pulled

Pork Pizza comprises a deep pizza base with BBQ tomato sauce, mozzarella cheese, pulled pork, sweetcorn, red onion and sweet and tangy sauce. The product and cooks from frozen in 26 minutes, contains no artificial flavours or colours, and retails in a

447g recyclable pack.

Mister Pop's Cabezón Hot

Lollipops

(Mexico)

Mister Pop's Cabezón Hot Paletas de

Caramelo Macizo (Lollipops) are now available. The product retails in a 261.6g pack that contains 24 x 10.9g pack in the following flavours: sandía con chile

(watermelon and chili); piña con chile

(pineapple and chili); and manzana verde con chile (green apple with chili).

56

Claims:

Vegan, Microwaveable, Ease of Use, No

Animal Ingredients, Vegetarian, Wholegrain

Claims:

N/A

Source: Mintel (2015)

Claims:

No Additives/Preservatives, Vegetarian,

Ethical - Environmentally Friendly Package

Claims:

N/A

Innovative Chilli Launches:

L3M (September

– November 2015)

Gazda Spicy Bryndza

Cheese Spread

(Czech Republic)

Gazda Bryndzová Pomazánka Pikantní

(Spicy Bryndza Cheese Spread) is now available. This product is retailed in a 120g pack.

The Modern Gourmet

Grilling Seasoning

Collection

(USA)

The Modern Gourmet Grilling Seasoning

Collection comprises the following nine seasonings: Montreal spice blend; chipotle lime seasoning; jerk spice blend; cajun dry rub; chili sea salt; garlic sea salt; onion sea salt; curry sea salt; and rosemary sea salt.

The product retails in a 13.6-oz. pack.

Tong Garden Spicy B.B.Q.

Sunflower Kernels

(Malaysia)

Tong Garden Spicy B.B.Q. Sunflower

Kernels have been repackaged. They are said to have a superior quality for a fun time and be crunchy. The halal certified product is suitable for vegetarians and retails in a

110g pack containing 10 x 11g packets.

Pringles Spicy Chilli Tortilla

Chips

(Brazil)

Pringles Salgadinho de MilhoTipo Tortillas

Sabor Pimenta Picante (Spicy Chilli Tortilla

Chips) are now available. The flavored product is suitable for vegetarians and retails in a 180g pack featuring a QR code.

57

Claims:

N/A

Source: Mintel (2015)

Claims:

N/A

Claims:

Halal, Low/No/Reduced Transfat,

Vegetarian, Low/No/Reduced Cholesterol

Claims:

Vegetarian

Innovative Chilli Launches:

L3M (September

– November 2015)

Rocky Mtn Provisions

Sweet Cajun Fire Trail Mix

(USA)

Rocky Mtn Provisions Sweet Cajun Fire

Trail Mix is created in Denver, Colorado with the finest quality ingredients including butter toffee and honey roasted peanuts, zesty peanuts, honey roasted and Cajun sesame mix, and hot Cajun corn sticks. The on-thego product is kosher certified, contains no artificial colors, flavors or hydrogenated oils, and retails in an 18-oz. bag.

Bravo Snack Me! Hot Chilli

Flavoured Tortilla Chips

(Germany)

Bravo Snack Me! Maischips mit Chili (Hot

Chilli Flavoured Tortilla Chips) are fried with sunflower oil, and are made in a sustainable and resource sparing way. The product retails in a 300g pack.

Asda Hot & Spicy Beetroot

(UK)

ASDA Hot & Spicy Beetroot consists of

British beetroot with chilli powder, pickled in acetic acid and spirit vinegar with sugar and sweetener. It contains no artificial colours or flavours and is suitable for vegetarians. This product retails in a 440g recyclable pack.

Clover Sunflower Oil

Cooking Spray with Chilli

Extract

(UK)

Clover Sunflower Oil Cooking Spray with

Chilli Extract is quick and easy to use and ideal for all the cooking needs. With 86% less fat than butter and 46% less saturated fat than olive oil, this non-stick sunflower oil emulsion can be used for healthier cooking every day. This vegetarian product retails in a 120ml recyclable pack.

58

Claims:

No Additives/Preservatives,

Low/No/Reduced Transfat, Kosher, On-the-

Go

Claims:

Ethical - Environmentally Friendly Product

Claims:

No Additives/Preservatives, Vegetarian,

Ethical - Environmentally Friendly Package

Claims:

Low/No/Reduced Saturated Fat, Ethical -

Environmentally Friendly Package,

Low/No/Reduced Fat, Time/Speed, Ease of

Use, Vegetarian

Source: Mintel (2015)

Australian Chilli Launches:

L3M (September

– November 2015)

Doritos Thai Sweet Chilli

Corn Chips

Mad Dog Chilli Sauce The Pure Produce

Company The Perfect

Entertainer Original Dips

Pack

Smith's Limited Edition

KFC Zinger Flavour Crinkle

Cut Potato Chips

59

Connoisseur Mini Mexican

Chili Chocolate with

Churros Gourmet Ice

Cream

Pratt's Popcorn Spanish

Tomato Popcorn

Marion's Kitchen Thai Red

Curry Cooking Kit

Old El Paso Restaurante

Pork al Pastor Seasoning for Pork

Source: Mintel (2015)

Lettuce

.

60

61

Purchase and consumption of lettuce have both increased this wave, with consumption occurring once every two days on average.

Mainstream retailers remain the primary channel of purchase for consumers, whilst there is an increasing trend in independent supermarkets as a purchase channel.

Average

Purchase

4.4 times per month

4.6 times, Wave 22

4.2 times, Wave 26

Purchase Channel

57%

61%

62%

57%

63%

61%

Average

Consumption

14.7 times per month

14.0 times, Wave 22

13.1 times, Wave 26

Coles

37%

38%

28%

21%

23%

26%

13%

21%

18%

17%

20%

15%

0%

3%

4%

2%

3%

3%

1%

4%

2%

0%

1%

Woolworths Specialist

Fruit and

Vegetable

Retailer

Independent

Supermarkets

Aldi

Wave 22: Mar-15

Markets Online

Wave 26: Jul-15

Direct from the grower

Gourmet

Independent

Retailers

Convenience

Stores

0%

1%

0%

3%

2%

3%

Costco Other

Wave 30: Nov-15

Q1. On average, how often do you purchase <commodity> ?

Q2. On average, how often do you consume <commodity>?

Q5. From which of the following channels do you typically purchase <commodity> ?

Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

Average Spend and Price Sensitivity.

Average weight of purchase

The typical consumer purchases 700g of lettuce, which is consistent with the previous wave.

Recalled last spend

Recalled spend on lettuce was $2.70. This has trended downwards over the last three waves.

600g, Wave 22

700g, Wave 26

Q3. How much <commodity> do you typically purchase when you shop for it?

Q3b. To the best of your memory how much did this cost on your most recent typically purchase?

Q4. Please indicate how Poor to Good Value you think this product is? 0-10 scale

Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304

$3.30, Wave 22

$2.90, Wave 26

Value for money

Consumers’ perceived value for money is fair

(6.3/10), slightly lower than the past wave.

6.0/10, Wave 22

6.4/10, Wave 26

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

62

Individual lettuce heads are purchased by the majority of consumers. This wave sees a continued increase in purchase of individual lettuce leaves as well as preprepared formats.

80%

87%

88%

Added in Wave 26

24%

33%

28%

11%

25%

26%

14%

21%

24%

17%

21%

Individual

Whole Lettuce

Pre-packaged

Small Bag of

Lettuce/Lettuce

Leaves

Individual

Lettuce Leaves

Pre-prepared formats

Pre-packaged

Large Bag of

Lettuce/Lettuce

Leaves

12%

10%

4%

5%

5%

2% 2%

1%

Baby/mini formats

Half Lettuce Quarter Lettuce

Wave 30: Nov-15 Wave 26: Jul-15 Wave 22: Mar-15

Q4b In what fresh formats do you typically purchase Lettuce?

Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304

63

Online and In-store Commodity Prices.

Lettuce (Iceberg).

Darwin, NT

Woolworths: N/A

Coles:

$1.20ea

The average price for lettuce in Australia was $2.22 each

Brisbane, QLD

Woolworths: $2.48ea / $2.48ea

Coles: $2.50ea / $2.50ea

Perth, WA

Woolworths: $1.88ea

Coles:

$1.00ea

Adelaide, SA

Woolworths:

$2.00ea

/

$2.00ea

Coles:

$1.20ea

/

$1.20ea

The national average price for Iceberg lettuce was $2.22 each, which was lower than

July 2015.

There were multiple price promotions available nationally in November. The cheapest price was $1.00 per head in Perth and the most expensive at $2.98 in multiple locations.

The retail price range for lettuce was $1.98 per head.

Sydney, NSW

Woolworths: $2.98ea / $1.98ea

Coles:

$2.00ea

/

$2.00ea

Melbourne, VIC

Woolworths: $2.90ea / $2.90ea

Canberra, ACT

Woolworths: $2.98ea

Coles:

$2.00ea

Coles: $2.90ea / $2.90ea

Pricing was carried out on 17 th November 2015 between 10am-12pm.

Prices are displayed Online / In-store.

Green text indicates in-store promotional price.

Hobart, TAS

Woolworths: $2.98ea

Coles:

$1.20ea

64

65

Iceberg

Cos

A large proportion of consumers are aware of different varieties of lettuce.

Iceberg and Cos continue to have the greatest level of recall.

Some of the lettuce types recalled are not actually lettuce, although consumers perceive them to be, such as rocket, endive and radicchio.

Rocket

Butter

Oak

Red

Baby Lettuce

Mignonette

Mesclun

7%

7%

7%

7%

1%

3%

3%

2%

4%

3%

21%

22%

14%

13%

13%

11%

8%

6%

8%

Wave 30: Nov-15

Coral

Other

Do not know any varieties

3%

3%

2%

6%

7%

9%

17%

14%

20%

Wave 26: Jul-15

69%

62%

67%

58%

60%

55%

Other types consumers are aware of were radicchio and endive

Wave 22: Mar 2015

Q6a. What types/varieties of <commodity> are you aware of? (unprompted)

Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304

Purchasing lettuce is triggered by health, complementing other food, and ease of preparation. Not wanting to waste any and a short shelf life are key barriers to purchase, consistent with the previous wave.

66

Triggers

As they are healthy

To complement other food

Easy to prepare/cook with

They taste great

The whole family likes them

It's versatile

I like the texture

To add colour to a meal

Tradition/habit

To add variety to my vegetable selection

Wave 22: Mar-15 Wave 26: Jul-15

Barriers

51%

50%

53%

46%

55%

51%

46%

42%

46%

41%

39%

41%

23%

30%

40%

32%

33%

34%

31%

32%

27%

25%

31%

25%

26%

30%

32%

29%

28%

43%

Added in

Wave 26

43%

38%

1%

3%

4%

Added in Wave 26

6%

5%

6%

5%

6%

6%

9%

8%

10%

10%

10%

13%

15%

10%

12%

18%

11%

29%

27%

27%

29%

28%

Wave 30: Nov-15

Wave 22: Mar-15

Lack of variety available

I don't know how to fit any more vegetables into my daily diet

Inconsistent or poor quality

I grow my own

Other

I want a variety of vegetables in my diet

Expensive

I consume enough to balance my diet

Short shelf life

I don't want to waste any

Wave 26: Jul-15 Wave 30: Nov-15

Q7. Which of the following reasons best describes why you purchase <commodity> ?

Q8. Which reason best describes why you don’t buy <commodity> more often?

Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304

70%

60%

50%

40%

30%

20%

10%

0%

Australian cuisine remains the most popular style cooked, with all cuisines remaining consistent with the previous wave.

Lettuce consumption continues to be most popular during lunch and dinner occasions.

Top 5 Consumption Occasions

Lunch

Dinner

Quick Meals

Family Meals

Weekend Meals

Wave 26

73%

58%

57%

51%

43%

Wave 30

64%

61%

56%

53%

42%

9%

used lettuce when cooking a new recipe

4%, Wave 22

11%, Wave 26

Typical Cuisine Cooked

67

56%

47%

11%

8%

8%

6%

14%

17%

Other cuisines include salads and sandwiches

20%

12%

Traditional Modern

Australian

Chinese Thai

Wave 22: Mar-15

Vietnamese Indian

Wave 26: Jul-15

Asian

British

Wave 30: Nov-15

Italian Snacks Other

European Snacks

Q10. What cuisines do you cook/consume that use <commodity> ?

Q11. Which of the following occasions do you typically consume/use <commodity> ?

Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

The majority of lettuce is eaten raw and served with tomatoes, carrots and cucumber.

Accompanying Vegetables

Tomato

85% lettu

Carrot ce

61%

Cucumber

53% carr

Capsicum ot

52%

Onion

42%

Q9. How do you typically cook <commodity> ?

Q10a. And when are you serving <commodity> which of the following do you also serve together with this?

Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304

Raw

Other

Stir frying

Soup

Steaming

Microwave

Grilling

Boiling

Slow Cooking

Baking

Top 10 Cooking Styles

Wave 22

71%

21%

7%

3%

2%

1%

0%

2%

0%

0%

Wave 26

81%

13%

7%

4%

3%

0%

0%

4%

1%

0%

Wave 30

80%

17%

6%

3%

2%

1%

1%

1%

1%

1%

68

Lettuce provenance is slightly lower this wave. However, knowing that lettuce is grown in Australia is highly important information for consumers.

Vegetable Average

Wave 22: Mar-15

Wave 26: Jul-15

Wave 30: Nov-15

Q14. When purchasing <commodity>, how important is Provenance to you?

Q15. And when purchasing Lettuce, how important is that it is grown in Australia?

Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304

6.5

6.6

7.1

6.9

8.3

69

Expected shelf-life has remained stable this wave.

These expectations are being met most of the time, which is consistent with previous waves.

Expectations Met

Wave 22: Mar -15 3% 9% 19% 60%

Expected to stay fresh for

7.7 days

7.1 days, Wave 22

7.7 days, Wave 26

9%

Wave 26: Jul-15

2% 11% 13% 61% 12%

Wave 30: Nov-15

4% 9% 17%

Never Met Rarely met Met some of the time

Q12. How long do you expect <commodity> to stay fresh for, once you have purchased it?

Q13. How often is this length of freshness met when you buy <commodity> ?

Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304

60%

Met half of the time Met most of the time

11%

Always met

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

70

Lettuce Product

Launch Trends

.

71

Lettuce Global Launches

September

– November 2015

USA

Netherlands

Brazil

France

South Korea

Country

14%

11%

9%

7%

7%

188 Global NPDs

There were 188 products launched globally over the last three months that contained lettuce as an ingredient. The main regions for launches were

Europe and North America. Product launches were primarily meals and fruit

& vegetables.

Region

13%

2%

16%

49%

19%

Europe

Asia Pacific

Middle East & Africa

North America

Latin America

Top Pack Formats

8%

7%

7%

12%

32%

Tray

Clam-pack

29%

Flexible

Bottle

Tub

Carton

Categories

Meals

59%

Juice

Drinks

13%

Fruit &

Vegetables

23%

Snacks

2%

Top Claims

Ease of Use

Ethical -

Environmentally

Friendly Package

No Additives/

Preservatives

Low/No/ Reduced

Allergen

Gluten-Free

11%

11%

28%

21%

20%

Lettuce

Product Launches:

Last 3 Months (September

– November 2015)

Summary

• Globally, there were 188 products launched, consistent with the previous wave.

• There was only 1 product containing lettuce as an ingredient launched in Australia over the last 3 months.

• The majority of products were launched in Europe (49%) and North America (19%).

• Trays (32%) and flexible formats (29%) were the main packaging formats used.

• The top categories for launches were meals (59%), fruit and vegetables (23%) and juice drinks (13%), which was consistent with previous trends.

• The key claims used over the past three months were ease of use (28%), environmentally friendly packaging (21%) and no additives and preservatives (20%).

• The most innovative launch found was a microwaveable hamburger in South Korea.

Examples can be found over the next slides.

Source: Mintel (2015)

73

The main countries for products launched were USA and Netherlands.

Consistent with previous trends, launches were in meals, fruit and vegetables and juice categories.

Top Launch Countries Top Launch Categories

14%

11%

188

Global

Launches

9%

7%

7%

6%

5%

5%

4%

4%

USA

Netherlands

Brazil

France

South Korea

Spain

Germany

Japan

Mexico

Canada

Meals & Meal Centers

Fruit & Vegetables

Juice Drinks

Snacks

2%

Skincare

2%

Dairy

1%

Sauces & Seasonings

1%

23%

13%

59%

74

Top claims used included ease of use and ethical & environmentally friendly packaging. This was consistent with Europe, the region with the most launches in the last three months. Trays and flexible packs were the most commonly used formats.

Pack Formats Used

Tray

Flexible

Tub

Tray

Flexible

Tub

Flexible

Tray

Bottle

30%

11%

23%

23%

20%

31%

29%

12%

49%

Top Claims Used

Ease of Use 25%

No Additives/Preservatives 20%

Ethical - Environmentally

Friendly Package

Ease of Use

17%

37%

Ethical - Environmentally

Friendly Package

26%

No Additives/Preservatives 15%

Ethical - Environmentally

Friendly Package

20%

No Additives/Preservatives 17%

Kosher 17%

Only regions with n >30 are displayed

75

Innovative Lettuce Launches:

L3M (September

– November 2015)

Herdez 8 Original Vegetable

Juice

(Mexico)

Herdez 8 Jugo de Verduras Original

(Original Vegetable Juice) has been repackaged. This product is free from preservatives, enriched with vitamin A that may contribute to strengthen bones, and vitamin C, which is an antioxidant that may reduce premature ageing. It retails in a

335ml can that features the Saber Nutrir and ESR logos.

FamilyMart Crabstick Salad with Creamy Roasted

Sesame Dressing

(Philippines)

FamilyMart Crabstick Salad with Creamy

Roasted Sesame Dressing is now available.

The salad comprises Romaine lettuce, green and red coral lettuce, sliced cucumber, corn kernels, cherry tomatoes, crabstick shreds with creamy roasted sesame dressing. The product retails in a plastic tub.

Slim Diary Cocoa and

Hazelnut Flavoured Fruit and Vegetable Fiber Bar

(Germany)

Slim Diary Cocoa and Hazelnut Flavoured

Fruit and Vegetable Fiber Bar is QS certified. This product retails in a 30g pack featuring a QR code, and was on display at the Anuga 2015 Trade Show in Cologne,

Germany.

7-Eleven Fresh To Go

Garden Salad

(USA)

7-Eleven Fresh To Go Garden Salad comprises lettuce, cabbage, cucumbers and carrots. The product retails in a 5-oz. pack.

76

Claims:

Beauty Benefits, No Additives/Preservatives,

Vitamin/Mineral Fortified, Ethical -

Environmentally Friendly Product, Ethical -

Charity, Antioxidant, Bone Health

Claims:

N/A

Source: Mintel (2015)

Claims:

Slimming

Claims:

N/A

Innovative Lettuce Launches:

L3M (September

– November 2015)

Sand Farm Garlic New York

Burger

(South Korea)

Sand Farm Garlic New York Burger is made with hamburger steak, garlic dipping sauce and garlic. This microwaveable product is ready in 30 seconds and retails in a 200g pack bearing the HACCP logo.

Lucky Fish Yoko Sushi Set

(Poland)

Lucky Fish Zestaw Sushi Yoko (Yoko Sushi

Set) is now available. The ready to eat product features a spicy chilli sauce, contains sugar and sweeteners, and retails in a 390g pack containing three nigiri units, three futomaki units, six hosomaki units, two uramaki units, 15ml of soy sauce, 50ml of flavouring sauce, marinated ginger, wasabi, and chopsticks. The packaging features a

QR code.

Skinfood Premium Lettuce

& Cucumber Watery

Essence

(China)

Skinfood Premium Lettuce & Cucumber

Watery Essence contains 20% of lettuce and cucumber extracts and 30% of cucumber water. This product retails in a

50ml pack. Also available in this range is

Watery Cream (50g/130.00CNY), which contains 20% of lettuce and cucumber extracts, and 30% of cucumber water.

Mesterbakeren Caesar

Salad with Chicken &

Bacon

(Norway)

Mesterbakeren Cæsarsalat med Kylling &

Bacon (Caesar Salad with Chicken &

Bacon) is a ready-to-eat salad with shredded romaine lettuce topped with chicken fillet, crunchy fried bacon, parmesan, cherry tomatoes and red onions.

It is handmade with fresh ingredients and said to be perfect for enjoying something fresh and tasty on-the-go. The product retails in a recyclable 201g pack including a sachet of genuine Caesar dressing, a sachet of croutons and a fork.

77

Claims:

Time/Speed, Microwaveable

Source: Mintel (2015)

Claims:

Ease of Use

Claims:

Botanical/Herbal

Claims:

Ease of Use, Ethical - Environmentally

Friendly Package, On-the-Go

Innovative Lettuce Launches:

L3M (September

– November 2015)

AH Groene Salade Greek

Mix with Vinaigrette

(Netherlands)

AH Groene Salade Griekse Mix met

Vinaigrette (Greek Mix with Vinaigrette) is now available. The gluten free product retails in a 350g pack containing a 50g sachet of white cheese and a 50g cup of olive oil and vinegar vinaigrette.

Auchan Pause Snack Les

Salades Shaker Chicken,

Pasta & Lettuce Salad Kit

(France)

Auchan Pause Snack Les Salades Shaker

Salade & Pâtes Poulet (Chicken, Pasta &

Lettuce Salad Kit) is now available. The product comprises pasta, tomatoes, mixed salad leaves, mozzarella and roast chicken together with a pot of balsamic vinegar vinaigrette and a plastic fork. It retails in a partly recyclable 230g pack that serves one.

Open Nature Greek

Chopped Salad with Feta

Vinaigrette

(USA)

Open Nature Greek Chopped Salad with

Feta Vinaigrette includes iceberg and romaine lettuces, grape tomatoes, feta cheese, cucumbers and red onions. The salad contains 190 calories per container and is free of artificial flavors, colors, preservatives and artificial ingredients. This product retails in a 7-oz. pack including a fork.

Evolution Fresh Cold-

Pressed Essential Green with Lime

(USA)

Evolution Fresh Cold-Pressed Essential

Green with Lime is made using celery, spinach, romaine, kale, lime and parsley.

This product is described as a high pressure processed vegetable and fruit juice blend.

The non-GMO project verified and kosher certified product retails in a 32-fl. oz. bottle.

78

Claims:

Gluten-Free, Low/No/Reduced Allergen

Claims:

Ethical - Environmentally Friendly Package

Claims:

No Additives/Preservatives, All Natural

Product

Claims:

Kosher, GMO-Free

Source: Mintel (2015)

Australian Lettuce Launches:

L3M (September

– November 2015)

Spiral Foods Spicy Wasabi Chips

Spiral Foods Spicy Wasabi Chips are said to be a blend of fresh sliced vegetables and wild horseradish root; wasabi, that are quickly fried and centrifuge spun to reduce fat.This light crisp chips retail in a 60g pack.

Source: Mintel (2015)

Claims:

Low/No/Reduced Fat

79

Sweet Corn

.

80

Whilst average purchase occasions have increased this wave, average consumption has declined.

Purchase remains primarily through

Coles and Woolworths. This month sees a slight downwards trends in specialist vegetable retailers as a popular purchase channel.

Purchase Channels

63%

57%

60%

55%

Average

Purchase

4.0 times per month

3.3 times, Wave 22

3.8 times, Wave 26

Average

Consumption

6.1 times per month

6.2 times, Wave 22

6.8 times, Wave 26

36%

35%

32%

21%

24%

21%

18%

22%

18%

17%

21%

18%

Woolworths Coles Specialist Fruit and Vegetable

Retailer

Markets Independent

Supermarkets

Wave 22: Mar-15

Q1. On average, how often do you purchase <commodity>?

Q2. On average, how often do you consume <commodity>?

Q5. From which of the following channels do you typically purchase <commodity>?

Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302

Aldi

0%

5%

5%

4%

3%

4%

0%

Online Direct from the grower

Costco

2%

3%

1%

2%

0%

2%

1%

1%

2%

2%

Gourmet

Independent

Retailers

Convenience

Stores

Other

Wave 26: Jul-15 Wave 30: Nov-15

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

81

Average Spend and Price Sensitivity.

Average weight of purchase

The typical consumer purchases 0.9kg of sweet corn, which has returned to the average weight recorded in Wave 22.

0.9kg, Wave 22

1.1kg, Wave 26

Recalled last spend

Recalled last spend on sweet corn was $4.20, which has continued to rise since Wave 22.

Q3. How much <commodity> do you typically purchase when you shop for it?

Q3b. To the best of your memory how much did this cost on your most recent typically purchase?

Q4. Please indicate how Poor to Good Value you think this product is?

Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302

$3.70, Wave 22

$4.10, Wave 26

Value for money

Consumers’ perceived value for money was good (6.7/10), which is consistent with the previous wave.

6.6/10, Wave 22

6.7/10, Wave 26

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

82

Individual cobs and small trays of corn remain the most common formats purchased. Pre-packaged large trays are also a popular format.

83

71%

71%

51%

44%

57%

54%

Added in Wave 26

26%

20%

21%

13%

13%

7%

8%

Individual Sweet

Corn

Pre-packaged Small

Tray

Pre-packaged

Large Tray

Baby/mini formats Pre-prepared formats

Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15

Q4b In what fresh formats do you typically purchase Sweet Corn?

Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302

Online and In-store Commodity Prices.

Sweet corn.

Darwin, NT

Woolworths: N/A

Coles: $1.50ea

The average price for Sweet corn in Australia was $1.42ea

Brisbane, QLD

Woolworths: $1.30ea / $1.30ea

Coles: $1.30ea / $1.30ea

Perth, WA

Woolworths: $0.98ea

Coles: $1.50ea

Adelaide, SA

Woolworths: $1.40ea / $1.40ea

Coles: $1.50ea / $1.50ea

Sydney, NSW

Woolworths: $1.40ea / $1.40ea

Coles: $1.50ea / $1.50ea

Canberra, ACT

Woolworths: $1.50ea

Melbourne, VIC

Woolworths: $1.50ea / $1.50ea

Coles: $1.50ea

Coles: $1.50ea / $1.50ea

• The average price for sweet corn in July was $1.42 per cob, which was slightly higher than July 2015.

• There was little variation between states and retailers. The cheapest prices was $0.98 in Perth. The most expensive price was $1.50 in most locations.

• The retail price range was $0.52, which was lower than past months.

Pricing was carried out on 17 th November 2015 between 10am-12pm.

Prices are displayed Online / In-store.

Green text indicates in-store promotional price.

Hobart, TAS

Woolworths: $1.48ea

Coles: $1.50ea

84

Awareness of sweet corn remains very low, with only one third of consumers able to recall a type.

Sweet corn in general remains the most recalled type.

Sweet Corn

Baby Corn

Yellow Corn

Polka-dot Corn

White Corn

Other

13%

11%

10%

2%

3%

1%

1%

3%

2%

3%

4%

2%

2%

2%

2%

11%

10%

9%

Do not know any varieties

Wave 30: Nov-15 Wave 26: Jul-15

Other types include super sweet, silver queen and majestic corn

67%

69%

70%

Wave 22: Mar-15

Q6a. What varieties of <commodity> are you aware of? (unprompted)

Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302

85

The key triggers to purchasing sweet corn are taste and ease of preparation. Key barriers for consumers include already consuming enough and wanting a variety of vegetables in their diet.

86

They taste great

Easy to prepare/cook with

The whole family likes them

As they are healthy

To add variety to my vegetable selection

To add colour to a meal

Cooks quickly

To complement other food

I like the texture

It's versatile

Wave 22: Mar-15

Triggers Barriers

54%

57%

61%

71%

76%

75%

32%

58%

51%

36%

46%

47%

42%

46%

46%

30%

38%

37%

35%

40%

35%

Added in

Wave 26

33%

37%

30%

14%

24%

23%

Wave 26: Jul-15 Wave 30: Nov-15

22%

24%

17%

24%

25%

37%

32%

26%

3%

5%

5%

1%

3%

5%

16%

16%

16%

10%

8%

8%

8%

8%

7%

9%

8%

4%

7%

8%

Wave 22: Mar-15

Lack of variety available

General health concerns

I don't know how to fit any more vegetables into my daily diet

Short shelf life

Inconsistent or poor quality

Weight diet management

Expensive

I don't want to waste any

I want a variety of vegetables in my diet

I consume enough to balance my diet

Wave 26: Jul-15 Wave 30: Nov-15

Q7. Which of the following reasons best describes why you purchase <commodity>?

Q8. Which reason best describes why you don’t buy <commodity> more often?

Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302

70%

60%

50%

40%

30%

20%

10%

0%

Australian cuisine continues to be most utilised for sweet corn meals.

Dinner and family meals remain the main meal occasions for corn. Additionally, there has been an increasing trend of sweet corn being consumed when cooking a new recipe.

Top 5 Consumption Occasions

Dinner

Family Meals

Weekday Meals

Quick Meals

Weekend Meals

Typical Cuisine Cooked

Wave 26 Wave 30

71%

61%

43%

40%

39%

66%

58%

42%

39%

35%

14%

used sweet corn when cooking a new recipe

8%, Wave 22

13%, Wave 26

54%

47%

28%

12%

7%

9%

12%

5%

13%

4%

Traditional Modern Chinese Thai

Wave 22: Mar-15

Vietnamese Indian

Wave 26: Jul-15

British

Wave 30: Nov-15

Italian Snacks Other

Australian Asian European Snacks

87

Q10. What cuisines do you cook/consume that use <commodity>?

Q11. Which of the following occasions do you typically consume/use <commodity>?

Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

On trend with previous waves, consumers prefer to boil, steam and microwave sweet corn. There is an increasing trend of grilling sweet corn. Carrots, potatoes and broccoli are regularly served as accompanying vegetables.

Accompanying Vegetables

Carrot

62% lettu

Potatoes ce

60%

Broccoli

44%

Boiling

Steaming

Microwave

Stir frying

Soup

Grilling

Roasting

Raw

Baking

Frying

Top 10 Cooking Styles

Wave 22

57%

40%

26%

13%

14%

10%

13%

7%

7%

0%

Wave 26

54%

46%

31%

24%

20%

14%

14%

6%

8%

5%

Wave 30

58%

46%

25%

25%

18%

17%

12%

9%

8%

6%

carr

Beans ot

37%

Green

Peas

32%

88

Q9. How do you typically cook <commodity>?

Q10a. And when are you serving <commodity> which of the following do you also serve together with this?

Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302

There has been a slight decrease in importance of provenance this wave. However, consumers still perceive that knowing that their sweet corn is grown in

Australia is highly important information.

Vegetable Average

6.5

Wave 22: Mar -15 6.9

8.1

Wave 26: Jul-15

7.2

Wave 30: Nov-15

6.9

Q14. When purchasing <commodity>, how important is Provenance to you?

Q15. And when purchasing Sweet Corn, how important is that it is grown in Australia?

Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302

89

Sweet corn is expected to stay fresh for just over a week, consistent with previous waves. This wave saw a noticeable increase in consumers’ expectations of freshness always being met.

Wave 30: Nov-15

5% 9%

Expectations Met

60%

Wave 26: Jul-15

2% 7% 10% 63%

Expected to stay fresh for

7.8 days

7.7 days, Wave 22

8.0 days, Wave 26

25%

18%

Wave 22: Mar -15

1% 6% 13%

Never Met Rarely met Met some of the time

Q12. How long do you expect <commodity> to stay fresh for, once you have purchased it?

Q13. How often is this length of freshness met when you buy <commodity> ?

Sample Wave 22 N=311, Wave 26 N=304, Wave 30 N=302

62%

Met half of the time Met most of the time

19%

Always met

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

90

Sweet Corn Product

Launch Trends

.

91

Sweet Corn Global Launches

September

– November 2015

There were 95 sweet corn products launched globally over the last three months. The countries with the most launches were China and Germany.

Key categories for launches were meals, and fruit & vegetables. Flexible packaging was most popularly utilised.

China

Germany

India

Japan

South Korea

Country

13%

12%

9%

8%

7%

Region

7%

4%

4%

28%

Asia Pacific

North America

Latin America

56%

Europe

Middle East & Africa

95 Global NPDs

Top Pack Formats

9%

8%

11%

28%

14%

18%

Flexible

Can

Tub

Flexible sachet

Flexible stand-up pouch Tray

Categories

Meals

36%

Snacks

15%

Fruit &

Vegetables

24%

Soup

11%

Top Claims

No Additives/

Preservatives

Ease of Use

All Natural Product

24%

20%

19% Microwaveable

Low/No/ Reduced

Allergen

18%

47%

Sweet Corn Product Launches:

Last 3 Months (September

– November 2015)

Summary

• There were 95 product launches in the past 3 months globally that contained sweet corn as an ingredient, slightly higher than the previous wave.

• There were 3 products launched in Australia over the past three months.

• Asia Pacific (56%) and Europe (28%) were the key regions for launches.

• Flexible packaging (28%) remained the most common format used for products.

• The main categories for launches were meals (36%), fruits & vegetables (24%) and snacks (15%).

• Claims used on products included no additives/preservatives (47%) and ease of use (24%).

• The most innovative product launched were Spicy Corn Nuggets in India.

Other examples can be found in the following pages.

Source: Mintel (2015)

93

China and Germany were the countries that had the most launches. The key categories for sweet corn launches were meals, fruit & vegetables and soups.

94

Top Launch Countries

13%

12%

9%

8%

7%

7%

95

Global

Launches

5%

3%

3%

2%

China

Germany

India

Japan

South Korea

USA

Vietnam

Australia

Italy

France

Top Launch Categories

Meals & Meal Centers

Fruit & Vegetables

Snacks

Soup

Baby Food

Processed Fish, Meat & Egg

Products

Bakery

Side Dishes

Other Beverages

5%

3%

2%

2%

2%

15%

11%

24%

36%

The main claims globally were no additives & preservatives, ease of use and microwaveable. This was consistent in Asia Pacific. Flexible packaging is primarily used for sweet corn products. Whereas, the most popular pack format used in

Europe were tub formats.

95

Pack Formats Used

Flexible 28%

15% Tub

Can 14%

40% Flexible

Flexible Sachet 17%

Flexible Stand-Up Pouch 11%

Only regions with n >30 are displayed

Top Claims Used

No Additives/Preservatives 47%

Ease of Use

Microwaveable

23%

15%

No Additives/Preservatives 51%

Ease of Use 23%

Microwaveable 21%

Innovative Sweet Corn Launches:

L3M (September

– November 2015)

Natural Polyphenol Antioxidants

Supa Corn Sweet Corn on the Cob

(India)

Supa Corn Sweet Corn on the Cob has been repackaged with a new look. Carefully cultivated in fertile farms, it is processed and packaged with Oxy Fresh technology to stay

100% natural without any preservatives.

The premium product is ready to eat, microwaveable, free from added flavours and colours, suitable for vegetarians, and retails in a single-unit pack.

Heinz Beef, Tomato and

Corn Paste

(China)

Heinz Niu Rou Fan Qie Yu Mi Ni (Beef,

Tomato and Corn Paste) has been repackaged, and now retails in a newly designed 113g pack. This paste is made using imported corn from USA and processed according to a 2mm filtering technique to make the paste finer. This microwaveable is free from preservatives and specially designed for babies between seven and 36 months old.

Dancing Chef Cream of

Sweet Corn Hot Soup

(Myanmar)

Dancing Chef Cream of Sweet Corn Hot

Soup is now available. The halal certified product is free from preservatives and MSG.

The easy-to-prepare soup can be prepared quickly at home or at work any time of the day. It retails in a 54g pack containing 3 x

18g sachets including one sachet free, and featuring preparation steps.

McCain Vegetable Burgers

(South Africa)

McCain Vegetable Burgers have been repackaged with a new design. These chunky and crispy bread-coated burgers are made with only the finest ingredients and are filled with a mix of tender vegetable pieces and potato. The halal certified product can be cooked in three minutes retails in a 450g pack, which is sufficient for six servings.

96

Claims:

No Additives/Preservatives, All Natural

Product, Microwaveable, Ease of Use,

Vegetarian, Premium

Source: Mintel (2015)

Claims:

No Additives/Preservatives, Babies &

Toddlers (0-4), Microwaveable

Claims:

Halal, No Additives/Preservatives, On-the-

Go, Time/Speed, Ease of Use

Claims:

Halal, Time/Speed

Innovative Sweet Corn Launches:

L3M (September

– November 2015)

Natural Polyphenol Antioxidants

Bugles Magic Chargrilled

Flavoured Corn Snack

(China)

Bugles Mo Li Tan Shao Wei Yu Mi Jiao

(Magic Chargrilled Flavoured Corn Snack) has been relaunched and repackaged with an upgrade formula. The snack is made using selected top quality juicy sunshine sweetcorn and processed according to a modern technique to add real sweetcorn juice to the snack. It is free from artificial colourings, and claimed to be healthy and delicious. This product retails in a 65g pack featuring a WeChat QR code.

AFC Dinh Duong Corn

Flavoured Wholegrain

Nutrition Crackers

(Vietnam)

AFC Dinh Duong Banh Cracker Vi Bap Ngu

Coc Nguyen Hat (Corn Flavoured

Wholegrain Nutrition Crackers) have been relaunched under a new brand name, previously known as AFC, and now come in a newly designed 316g pack containing 16 x

19.8g packets. The ready-to-eat product is made from nutritious wholegrain oat, wheat, and potato which are said to be good for general health.

Tohato Tsunagaring

Sweetcorn Ring Snack

(Japan)

Tohato Tsunagaring Sweetcorn Ring Snack is said to have aromatic and sweet flavour.

It retails in a 58g pack with QR code.

Launched on September 21, 2015, openpriced.

Western Farmfresh Spicy

Corn Nuggets

(India)

Western Farmfresh Spicy Corn Nuggets are individually quick frozen and 100% natural with no preservatives. The product is suitable for vegetarians and retails in a 300g pack.

97

Claims:

No Additives/Preservatives, Social Media

Claims:

Beauty Benefits, Other (Functional), On-the-

Go, Slimming, Ease of Use, Wholegrain,

Digestive (Functional), Bone Health

Claims:

N/A

Source: Mintel (2015)

Claims:

No Additives/Preservatives, All Natural

Product, Vegetarian

Innovative Sweet Corn Launches:

L3M (September

– November 2015)

Natural Polyphenol Antioxidants

House Tongari Corn Whole

Soybean Soy Sauce

Flavour Grilled Corn Corn

Snack (Japan)

House Tongari Corn Whole Soybean Soy

Sauce Flavour Grilled Corn Corn Snack features crunchy texture and aromatic flavour. The product now retails in a new

80g pack. Launched on July 6, 2015 openpriced.

Win 2 Crisp Maker Sweet

Corn Flavoured Puffed

Corn

(Vietnam)

Win 2 Crisp Maker Banh Puffed Corn

(Sweet Corn Flavoured Puffed Corn) is now available. The halal certified product is suitable for vegetarians, and is ready to eat.

It retails in a 50g pack.

Daiichi Pan Pikachu Corn

Bread

(Japan)

Daiichi Pan Pikachu Corn Bread is a savoury bread filled with corn and mayonnaise. The product retails in a pack that includes a reusable sticker. Launched on August 1st 2015, open-priced.

Roggenkamp Organics Hot

Pot Vegan Edition Mexico

Chili without Carne

(Germany)

Roggenkamp Organics Hot Pot Vegan

Edition Mexico Chili ohne Carne (Mexico

Chili without Carne) is a stew with vegetables and meat substitutes all in one pot. The microwaveable, organic product retails in a 260ml pack featuring the EU

Green Leaf and Vegan logos.

98

Claims:

Seasonal, GMO-Free, Wholegrain

Source: Mintel (2015)

Claims:

Halal, Ease of Use, Vegetarian

Claims:

Cobranded, Microwaveable

Claims:

Organic, Vegan, No Animal Ingredients,

Microwaveable

Australian Sweet Corn Launches:

L3M (September

– November 2015)

La Gina La Zuppa Chicken and

Vegetable with Rice Soup

La Gina La Zuppa Chicken and Vegetable with Rice Soup is made with the finest and freshest ingredients to a traditional recipe and is described as a hearty chicken and vegetable soup with wholegrain brown rice. This all natural product just needs water added, is 99% fat free, and free from gluten and dairy. It is said to be a healthy and convenient alternative for making soup at home, and retails in a 2 x 100g pack.

Woolworths Select Oriental Soy &

Vegetables Flavoured Rice

Woolworths Select Oriental Soy & Vegetables Flavoured

Rice has been repackaged. The product contains no artificial colours, flavours or added MSG. This microwavable product can be ready in 10 minutes and retails in a 120g pack that serves four.

La Gina La Zuppa Kale, Quinoa &

Vegetable Soup

La Gina La Zuppa Kale, Quinoa & Vegetable Soup is described as a nutritious combination of kale, quinoa, lentils and vegetables. This all natural, gluten- and dairyfree, microwavable product is said to contain the finest ingredients. is 99% fat free and retails in a 540g pack.

99

Claims:

All Natural Product, Low/No/Reduced Allergen,

Low/No/Reduced Fat, Ease of Use, Gluten-Free,

Wholegrain

Claims:

No Additives/Preservatives, Time/Speed, Microwaveable

Claims:

Gluten-Free, All Natural Product, Low/No/Reduced

Allergen, Low/No/Reduced Fat, Microwaveable

Source: Mintel (2015)

Green Peas

.

100

There has been an increase in purchase frequency of green peas, with consumption also rising this wave.

Green peas are generally purchased from mainstream retailers, with specialist vegetable retailers growing in popularity over the last three waves.

Purchase Channels

Average

Purchase

4.7 times per month

3.9 times, Wave 10

4.5 times, Wave 26

58%

62%

61%

57%

64%

60%

Average

Consumption

10.6 times per month

10.2 times, Wave 10

10.1 times, Wave 26

Coles

25%

32%

34%

21%

22%

24%

20%

21%

20%

14%

22%

17%

3%

4%

5%

2%

1%

4%

Woolworths Specialist Fruit and Vegetable

Independent

Supermarkets

Retailer

Markets Aldi Direct from the grower

Gourmet

Independent

Retailers

Wave 10: Mar-14 Wave 26: Jul-15

4%

4%

1% 1%

2%

1% 1%

2%

3%

1%

3%

Online Costco Convenience

Stores

Other

Wave 30: Nov-15

Q1. On average, how often do you purchase green peas?

Q2. On average, how often do you consume green peas?

Q5. From which of the following channels do you typically purchase green peas?

Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

101

Average Spend and Price Sensitivity.

Average weight of purchase

The average consumer typically purchases

700g of green peas, consistent with the previous wave.

800g, Wave 10

700g, Wave 26

Recalled last spend

Recalled last spend on green peas is $4.20, relatively consistent with previous waves.

$4.45, Wave 10

$4.30, Wave 26

Value for money

Consumers’ perceived value for money is fair for green peas

(6.3/10), remaining stable from the previous wave.

6.2/10, Wave 10

6.3/10, Wave 26

Q3. How much leek do you typically purchase when you shop for it?

Q3b. To the best of your memory how much did this cost on your most recent typically purchase?

Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale)

Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

102

Half Pumpkin

Whole Pumpkin

Quarter Pumpkin

31%

32%

33%

31%

51%

51%

Amount Purchased if Selected (Wave 5)

Mean

1.1

Mean

1.4

Mean

1.4

Individual green peas are the most common purchase format.

This wave sees an increase in purchase of pre-packaged formats in small trays.

103

78%

77%

Loose

41%

36%

18%

15%

Pre-packaged in small trays Pre-packaged in large trays

8%

5%

Baby/mini formats

Wave 26: Jun-15 Wave 30: Nov-15

6%

3%

Pre-prepared formats

Q4b. In what fresh formats do you typically purchase green peas?

Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306

Online and In-store Commodity Prices.

Snow Peas.

Darwin, NT

Woolworths: N/A

Coles: $12.98kg

The average price for Snow Peas in Australia was $11.87kg

Brisbane, QLD

Woolworths: $9.98kg / $9.98kg

Coles: $8.98kg / $8.98kg

Perth, WA

Woolworths: $15.98kg

Coles: $15.00kg

Adelaide, SA

Woolworths: $12.88kg / $12.88kg

Coles: $12.90kg / $12.90kg

Sydney, NSW

Woolworths: $12.98kg / $12.98kg

Coles: $10.00kg / $10.00kg

The average price of Snow Peas in November was $11.87 per kg, slightly below July 2015 prices.

There was littler variation in prices across states and retailers. The lowest price was $9.98 per kg in multiple locations and the highest price was $15.98per kg in Perth.

The retail price range this wave was $5.00 per kg.

Canberra, ACT

Woolworths: $9.98kg

Melbourne, VIC

Woolworths: $9.98kg / $9.98kg

Coles: $10.00kg

Coles: N/A / $13.50kg

Pricing was carried out on 17 th

November 2015 between 10am-12pm.

Prices are displayed Online / In-store.

Green text indicates promotional price.

Hobart, TAS

Woolworths: $14.98kg

Coles: $13.50kg

104

Snow Peas and Green Peas are the most commonly recalled varieties.

Half of consumers are still unable to recall a type of pea.

Snow Peas

Green Peas

Snap Peas

Sugar Peas

Baby Peas

Garden Peas

Do not know any varieties

Wave 30: Nov-15

35%

31%

40%

25%

28%

7%

8%

6%

5%

2%

4%

23%

25%

22%

12%

23%

22%

19%

45%

43%

53%

Wave 26: Jul-15 Wave 10: Mar-14

Q6a. What types/varieties of <commodity> are you aware of? (unprompted)

Sample Wave 6 N=339, Wave 10 N=311, Wave 26 N=309

105

Taste, health and ease of preparation are the key drivers of purchase. In contrast, the key barriers to purchase are already consuming enough, not wanting to waste any and wanting a variety of vegetables in their diet.

Triggers Barriers

They taste great

As they are healthy

Easy to prepare/cook with

To add variety to my vegetable selection

Cooks quickly

To add colour to a meal

The whole family likes them

To complement other food

To use as an ingredient in dishes

I like the texture

61%

65%

65%

55%

51%

60%

55%

56%

66%

51%

50%

50%

51%

50%

49%

39%

37%

45%

35%

40%

45%

43%

35%

42%

44%

44%

40%

Added since

Wave 10

33%

34%

Added since

Wave 10

31%

22%

21%

22%

24%

24%

25%

25%

25%

29%

8%

11%

9%

12%

11%

4%

5%

4%

7%

7%

9%

9%

8%

6%

8%

9%

Lack of variety available

I don't know how to fit any more vegetables into my daily diet

Inconsistent or poor quality

I grow my own

Other

Short shelf life

Expensive

106

I want a variety of vegetables in my diet

I don't want to waste any

I consume enough to balance my diet

Wave 10: Mar-14 Wave 26: Jul-15 Wave 30: Nov-15 Wave 10: Mar-14 Wave 26: Jul-15 Wave 30: Nov-15

Q7. Which of the following reasons best describes why you purchase green peas?

Q8. Which reason best describes why you don’t buy green peas more often?

Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306

70%

60%

50%

40%

30%

20%

10%

0%

107

Green pea dishes are most popular in

Australian and Chinese cuisine, with an increasing trend of cooking peas as snacks.

Meal occasions tend to occur during dinner meals.

Top 5 Consumption Occasions

Dinner

Family meals

Quick meals

Weekday meals

Weekend meals

Wave 26 Wave 30

74%

66%

50%

52%

43%

74%

64%

50%

48%

43%

19%

used green peas when cooking a new recipe

23%, Wave 26

Typical Cuisine Cooked

54%

48%

50%

29%

15%

16%

18%

17%

19%

5%

Traditional Modern Chinese Thai

Wave 10: Mar-14

Vietnamese Indian

Wave 26: Jul-15

British

Wave 30: Nov-15

Italian Snacks Other

Australian Asian European Snacks

Q10. What cuisines do you cook/consume that use green peas?

Q11. Which of the following occasions do you typically consume/use green peas?

Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

Consumers prefer to serve green peas with carrots and potatoes. Green peas are generally stir fried and steamed, consistent with past waves.

Accompanying Vegetables

Carrot

72% lettu

Potato ce

51%

Broccoli

37%

Stir frying

Steaming

Raw

Boiling

Microwave

Soup

Slow Cooking

Sautéing

Frying

Mashing

Top 10 Cooking Styles

Wave 10 Wave 26

41%

50%

23%

37%

28%

13%

13%

9%

6%

4%

59%

49%

32%

42%

23%

20%

13%

14%

9%

8%

Wave 30

59%

54%

40%

40%

26%

16%

13%

12%

9%

5%

carr

Capsicum ot

36%

Sweet

Corn

34%

108

Q9. How do you typically cook green peas?

Q10a. And when are you serving green peas which of the following do you also serve together with this?

Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306

Importance of provenance has continued to increase this wave. Knowing that green peas are grown in Australia is the most important provenance information for consumers.

Vegetable Average 6.5

Wave 10: Mar-14 6.7

8.1

Wave 26: Jul-15

7.0

Wave 30: Nov-15

7.2

Q14. When purchasing green peas, how important is Provenance to you?

Q15. And when purchasing green peas, how important is that it is grown in Australia?

Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306

109

Consumers expect green peas to remain fresh for over a week once purchased, continuing the decline since March 2014. This expectation is being met most of the time.

Wave 10: Mar-14

6% 11%

Expectations Met

60%

Wave 26: Jul-15

2% 7%

8%

Wave 30: Nov-15

7% 10%

Never met Rarely met Met some of the time

61%

62%

Met half of the time

Expected to stay fresh for

8.2 days

10.0 days, Wave 10

9.2 days, Wave 26

21%

21%

Met most of the time

20%

Always met

Q12. How long do you expect green peas to stay fresh for, once you have purchased it?

Q13. How often is this length of freshness met when you buy green peas?

Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

110

Green Peas Product

Launch Trends

.

111

Green Peas Global Launches

September

– November 2015

There were 441 green pea products launched globally over the last three months. The majority of launches were in the USA. Categories for launches were snacks and processed products. Key packaging for green pea products was flexible formats.

USA

China

UK

Germany

Canada

Country

8%

8%

8%

15%

12%

23%

Region

5%

3%

44%

25%

Europe

North America

Middle East & Africa

Asia Pacific

Latin America

441 Global NPDs

Top Pack Formats

Flexible

Bottle

Tub

7%

7%

7%

7%

13%

41%

Tray

Carton

Flexible stand-up pouch

Categories

Snacks

21%

Bakery

12%

Processed

Products

18%

Meals

10%

Top Claims

Low/No/Reduced

Allergen

Gluten Free

Vegan

No Additives/ cPreservatives

No Animal

Ingredients

33%

30%

24%

24%

24%

Green Peas

Product Launches:

Last 3 Months (September

– November 2015)

Summary

• There were 441 launches in the past 3 months globally that contained green peas as an ingredient.

• There were 7 products launched in Australia over the past three months.

• Europe (44%) and Asia Pacific (25%) were the key regions for launches.

• Flexible packaging (41%) was the most common format used for products.

• The main categories for launches were snacks (21%), processed products

(18%), and bakery (12%).

• Claims used on products highlighted health; low/no/reduced allergen (33%), gluten free (30%), and vegan (24%).

• The most innovative products launched included a Mixed Cereal Powder for

Adults in Taiwan, and Sea Salt Popped Bean Chips in the USA. Examples of these can be found in the following pages.

Source: Mintel (2015)

113

The majority of launches occurred in USA and China. The key categories for green pea launches are snacks, processed products and baked items, relatively consistent with the previous wave.

114

Top Launch Countries

15%

12%

441

Global

Launches

8%

8%

8%

7%

3%

3%

3%

3%

USA

China

UK

Germany

Canada

France

Taiwan

Netherlands

Poland

Spain

Top Launch Categories

Snacks

Processed Fish, Meat & Egg

Products

Bakery

Meals & Meal Centers

Other Beverages

Desserts & Ice Cream

Sauces & Seasonings

Side Dishes

Skincare

Soup

5%

4%

4%

3%

3%

12%

6%

10%

21%

18%

The main claims being utilised included no additives & preservatives, gluten free and vegan. Flexible packaging was primarily used for green pea products, consistent across regions. Trays, and flexible stand-up pouches were also popular formats.

115

Pack Formats Used

Flexible

Tray

Flexible Stand-Up Pouch

41%

11%

7%

Flexible

Tray

Tub

Flexible

Bottle 14%

Flexible Stand-Up Pouch 11%

40%

24%

14%

45%

Only regions with n >30 are displayed

Top Claims Used

Low/No/Reduced Allergen 30%

Gluten Free

Vegan

28%

24%

Low/No/Reduced Allergen 27%

Gluten Free 23%

Vegan 19%

No Additives/Preservatives 29%

Vegan 15%

No Animal Ingredients 15%

Innovative Green Peas Launches:

L3M (September

– November 2015)

Natural Polyphenol Antioxidants

Veganz Vegan Wiener

Schnitzel

(Czech Republic)

Veganz Veganský Vídenský Rízek (Vegan

Wiener Schnitzel) is made with soy and wheat proteins. The product can be pan fried in four to five minutes or oven baked to five to six minutes. It retails in a 300g pack featuring the Facebook logo.

Kalbe Milna Beef & Green

Peas Baby Cereal

(Malaysia)

Kalbe Milna Bijirin Bayi dengan Cah Daging

Kacang Polong (Beef & Green Peas Baby

Cereal) is a dry cereal for infants and young children over six months of age. It contains minerals, protein which is important for growth and development, calcium which plays a role in bone formation and maintains bones and teeth density, omega 3 and 6, and carbohydrate. It is high in vitamins A,

B12, C and E, iron and zinc and is a source of vitamins B1 and B2.

MaXsport Veggie Protein

Grill Flavoured Wholegrain

Crackers

(Czech Republic)

MaXsport Veggie Protein Celozrnné Krekry s

Príchuti Gril (Grill Flavoured Wholegrain

Crackers) provide 20% protein and are high in fibre. This 100% natural product does not contain added sugar, gluten or GMO. The kosher certified crackers are suitable for vegans and retail in a 36g pack sufficient for one serving.

Just Veg! Spicy Vegetarian

Cold Cuts

(Switzerland)

Just Veg! Aufschnitt Pikant Ohne Fleisch

(Spicy Vegetarian Cold Cuts) are made with milk and vegetable proteins, and are said to be a source of protein. The gluten-free product retails in a 125g pack with the

European Vegetarian Union ovo-lactovegetarian logo.

116

Claims:

Vegan, No Animal Ingredients, Social Media

Claims:

Halal, Other (Functional), Babies & Toddlers

(0-4), Children (5-12), Bone Health

Claims:

All Natural Product, Low/No/Reduced

Allergen, GMO-Free, High/Added Fiber,

Vegan, Kosher, Low/No/Reduced Sugar,

Gluten-Free, No Animal Ingredients, High

Protein, Wholegrain

Source: Mintel (2015)

Claims:

Gluten-Free, Low/No/Reduced Allergen,

Vegetarian

Innovative Green Peas Launches:

L3M (September

– November 2015)

Natural Polyphenol Antioxidants

Xiang Hui 28 Mixed Cereal

Powder for Adult

(Taiwan)

Xiang Hui 28 Mixed Cereal Power for Adult is made with 28 types of grains, and can be served with hot water, fresh milk, soy milk, juice or grains. This product retails in a 380g pack.

HarryP. Bodyfit von

Seitenbacher Whole Grain

Muscle Pasta

(Germany)

HarryP. Bodyfit von Seitenbacher Whole

Grain Muscle Pasta has been relaunched with a new brand name. It is described as the revolution in protein-rich nutrition and provides 30g protein, 3g BCAAs and 23g net carbs per portion to support the body in building up muscle mass and regeneration.

The product has a cooking time of seven to

10 minutes and retails in a 330g pack providing four portions.

Organics Happy Baby

Simple Combos Broccoli,

Pears & Peas Organic Baby

Food (USA)

Organics Happy Baby Simple Combos

Broccoli, Pears & Peas Organic Baby Food is now available. The kosher, USDA organic certified product provides 15% daily value of vitamin A, 90% daily value of vitamin C, 3g of fiber, and 135mg of potassium, is unsalted and unsweetened, and free from

GMO, artificial flavors, and colors.

PopCorners Sea Salt

Popped Bean Chips

(USA)

PopCorners Sea Salt Popped Bean Chips are now available. The product is gluten free, GMO free, kosher certified and packed with fiber and protein. It is said to have an unbelievable flavor, and to help feeling full throughout the day by satisfying cravings for crunch without the guilt of fried chips. This snack retails in a 6-oz. pack featuring the

Facebook logo. The product was on display at the Natural Products Expo East 2015 in

Baltimore.

117

Claims:

N/A

Source: Mintel (2015)

Claims:

Weight & Muscle Gain, Wholegrain

Claims:

No Additives/Preservatives, GMO-Free,

Kosher, Ethical - Environmentally Friendly

Package, Ethical - Environmentally Friendly

Product, Ease of Use, Ethical - Human,

Ethical - Charity, Organic, Low/No/Reduced

Sodium, Babies & Toddlers (0-4),

Low/No/Reduced Sugar, On-the-Go

Claims:

Low/No/Reduced Allergen, GMO-Free,

High/Added Fiber, Kosher, Gluten-Free,

Social Media

Innovative Green Peas Launches:

L3M (September

– November 2015)

Natural Polyphenol Antioxidants

Peeled Snacks Peas Please

Garden Herb Baked Pea

Snacks

(USA)

Peeled Snacks Peas Please Garden Herb

Baked Pea Snacks are now available. The organic and kosher certified product is made with real, simple ingredients such as organic whole peas and wholegrain brown rice, and is gluten and GMO free. It is described as crunchy retails in a 0.77-oz. pack. This product was on display at the

Natural Products Expo East 2015 in

Baltimore.

Sheng-Hsiang-Jen Garlic

Flavoured Green Peas

(Russia)

Sheng-Hsiang-Jen Garlic Flavoured Green

Peas are made in Taiwan and suitable for vegans. This product retails in a 9.4g pack and was on display at the trade show

WorldFood Moscow 2015.

Popchips Veggie Chips with a Hint of Olive Oil

(USA)

Popchips Veggie Chips with a Hint of Olive

Oil have been reformulated and are now free from GMOs. These vegan chips have not been fried or baked but air popped, are formulated with a blend of nine vegetables with a touch of sea salt to be light and crispy. They are free from gluten, cholesterol, saturated fat, trans fat, preservatives and artificial flavors and colors. The kosher certified product contains

50% less fat than regular fried potato chips and retails in a 3-oz. pack.

Organics Happy Baby

Homestyle Meals Sweet

Peas, Green Beans,

Spinach & Quinoa Organic

Baby Food (USA)

Organics Happy Baby Homestyle Meals

Sweet Peas, Green Beans, Spinach &

Quinoa Organic Baby Food is a stage two food suitable for babies over the age of six months, making eating effortless as it can be served straight from the pouch. The

USDA Organic certified product is free of

GMOs, contains 4g of fiber and 190% DV vitamin A and retails in a 3.5-oz. BPA-free pack.

118

Claims:

Low/No/Reduced Allergen, GMO-Free,

Gluten-Free, Kosher, Organic, Wholegrain

Claims:

Vegan, No Animal Ingredients

Source: Mintel (2015)

Claims:

No Additives/Preservatives,

Low/No/Reduced Allergen, Low/No/Reduced

Cholesterol, No Animal Ingredients, Vegan,

Kosher, Low/No/Reduced Fat,

Low/No/Reduced Saturated Fat, Gluten-

Free, Low/No/Reduced Transfat, GMO-Free

Claims:

Ease of Use, Organic, Babies & Toddlers (0-

4), GMO-Free

Australian Green Peas Launches:

L3M (September

– November 2015)

Freelicious Organic Amaranth +

Protein Crispbread

Freelicious Organic Amaranth + Protein Crispbread is new to the range. This organic certified product is free from gluten, wheat, dairy and peanut, is a source of protein and fibre, low in fat and sugar and contains no added colours, flavours or preservatives. It is said to provide the wholesome goodness of three grains and to be deliciously toasted and crispy.

Raw C Pure Protein & Cacao

Coconut Water

Raw C Pure Protein & Cacao Coconut Water is 100% natural without added colour, preservatives, dairy, or

GMO. The product contains 20g protein, and is made from single origin and 100% natural tree-style rawsomeness of coconuts, with pea protein and crushed cacao for nature's ultimate chocolate protein fix. The company proudly supports the OZHarvest. The drink is high in potassium, has five electrolytes, and retails in a 330ml pack featuring the Facebook, Twitter, and Instagram logos.

Nature First Premium Vegie Salt

Nature First Premium Vegie Salt is described as a tasty combination of natural sea salt, herbs, spices and vegetables that can add flavour to a variety of recipes.

This product is free from gluten, wheat, free flowing agents or GM ingredients. It retails in a resealable oxygenbarrier 245g pack.

119

Claims:

No Additives/Preservatives, Low/No/Reduced Allergen,

Organic, Ethical - Environmentally Friendly Package,

Low/No/Reduced Fat, Low/No/Reduced Sugar, Gluten-

Free, Social Media

Claims:

No Additives/Preservatives, All Natural Product, GMO-

Free, High Protein, Ethical - Charity, Social Media

Source: Mintel (2015)

Claims:

No Additives/Preservatives, Low/No/Reduced Allergen,

GMO-Free, Gluten-Free, Convenient Packaging, Premium

Kale

.

120

Average purchase and consumption of kale have increased this wave.

Kale is typically purchased from mainstream retailers. This wave saw a decline in purchase from specialist retailers and markets.

Average

Purchase

4.3 times per month

Average

Consumption

9.4 times per month

4.1 times, Wave 26

8.8 times, Wave 26

Purchase Channels

39%

52%

45%

48%

35%

29%

33%

27%

Woolworths Coles Specialist Fruit and Vegetable

Retailer

14%

17%

9%

13%

10%

6%

5%

2%

3%

2%

Markets Independent

Supermarkets

Aldi Direct from the grower

Gourmet

Independent

Retailers

Online

2%

0%

Costco

1%

0%

Convenience

Stores

4%

6%

Other

121

Wave 26: Jul-15

Q1. On average, how often do you purchase kale?

Q2. On average, how often do you consume kale?

Q5. From which of the following channels do you typically purchase kale?

Sample Wave 26 N=200, Wave 30, N=205

Wave 30: Nov-15

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

Average Spend and Price Sensitivity.

Average weight of purchase

The average consumer typically purchases

600g of kale, a slight decline from the previous wave.

700g, Wave 26

Recalled last spend

Recalled last spend on kale is $3.80, declining from the previous wave.

$4.60, Wave 26

Q3. How much kale do you typically purchase when you shop for it?

Q3b. To the best of your memory how much did this cost on your most recent typically purchase?

Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale)

Sample Wave 26 N=200, Wave 30, N=205

Value for money

Consumers perceived kale to be fair value for money (6.1/10), which has decreased this wave.

6.5/10, Wave 26

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

122

Half Pumpkin

Whole Pumpkin

Quarter Pumpkin

31%

32%

33%

31%

51%

51%

Amount Purchased if Selected (Wave 5)

Mean

1.1

Mean

1.4

Mean

1.4

Bunched kale is the most common purchase format, consistent with the previous wave. This wave sees an increase in preprepared mixed vegetable formats.

85%

83%

123

Bunched

17%

13%

9%

9%

Pre-packaged in small container/bag/tray

Pre-packaged in large container/bag/tray

Wave 26: Jul-15 Wave 30: Nov-15

8%

2%

Pre-prepared mixed vegetable formats

7%

4%

Pre-prepared formats

Q4b. In what fresh formats do you typically purchase kale?

Sample Wave 26 N=200, Wave 30, N=205

Online and In-store Commodity Prices.

Green Kale.

Darwin, NT

Woolworths: N/A

Coles: $4.50ea

The average price for Green Kale in

Australia was $3.26 per bunch

Brisbane, QLD

Woolworths: $2.50ea / $2.50ea

Coles: $4.00ea / $4.00ea

Perth, WA

Woolworths: $2.00ea

Coles: $2.50ea

Adelaide, SA

Woolworths:

$2.50ea

/ $2.50ea

Coles: $4.50ea / $4.50ea

Sydney, NSW

Woolworths: $3.98ea / $2.00ea

Coles: $3.98ea / $3.98ea

Melbourne, VIC

Woolworths: $3.98ea / $2.50ea

Canberra, ACT

Woolworths: $2.00ea

Coles: $3.98ea

Coles: $3.00ea / $3.00ea

The average price per bunch for Green Kale was $3.26 per bunch in November, slightly lower than July 2015.

The cheapest price was in Perth at $2.00 per bunch and the most expensive at $4.50 in Darwin and Adelaide.

The retail price range was $2.50 per bunch, consistent across waves.

Pricing was carried out on 17 th November between 10am-12pm.

Prices are displayed Online / In-store.

Green text indicates promotional price.

Hobart, TAS

Woolworths: $3.00ea

Coles: $4.00ea

124

125

Awareness of types of kale has substantially improved this wave; however, almost two thirds of consumers still cannot recall a variety.

Curly Leaf and Tuscan are the most recalled forms of kale.

Green

6%

Purple

3%

Red

7%

Colour recall for kale types

Black

4%

Curly

Tuscan

Russian

Baby

Covolo Nero

Flat Leaf

Kalette

Winterbor

0%

2%

0%

2%

0%

1%

3%

4%

2%

3%

14%

12%

7%

7%

4%

8%

Do not know any varieties

Wave 30: Nov-15 Wave 26: Jul-15

61%

85%

Q6a. What varieties of kale are you aware of? (unprompted)

Sample Wave 26 N=200, Wave 30, N=205

The key drivers of purchase for kale are health related as kale has specific health and nutritional benefits. This wave sees a substantial decline in ease of preparation/cooking as a trigger to purchase. In contrast, wanting to avoid waste is the key barrier to purchase.

Triggers Barriers

Specific health and nutritional benefits

To add variety to my vegetable selection

As they are healthy

To use as an ingredient in dishes

Easy to prepare/cook with

They taste great

Cooks quickly

It's versatile

I like the texture

To complement other food

19%

45%

39%

29%

34%

46%

30%

26%

24%

21%

22%

21%

29%

20%

36%

29%

61%

61%

62%

60%

12%

17%

25%

20%

21%

20%

29%

22%

26%

23%

6%

6%

5%

8%

9%

10%

11%

6%

12%

13%

Wave 30: Nov-15

Lack of variety available

Not versatile for my cooking style

Other

I don't know how to fit any more vegetables into my daily diet

I grow my own

Short shelf life

I want a variety of vegetables in my diet

Expensive

I consume enough to balance my diet

I don't want to waste any

Wave 26: Jul-15 Wave 30: Nov-15

Wave 26: Jul-15

Q7. Which of the following reasons best describes why you purchase kale?

Q8. Which reason best describes why you don’t buy kale more often?

Sample Wave 26 N=200, Wave 30, N=205

126

127

Australian and Chinese cuisine are popular for kale dishes, consistent with the previous wave.

Meal occasions tend to occur during dinner and family meals.

Top 5 Consumption Occasions

Wave 26 Wave 30

Dinner

Family Meals

57%

46%

Quick Meals

31%

Weekday Meals

36%

Lunch

26%

57%

37%

31%

29%

22%

18%

used kale when cooking a new recipe

15%, Wave 26

Typical Cuisine Cooked

80%

60%

Add kale into various dishes they cook

40%

40%

20%

20%

9%

11%

9%

13%

23%

8%

13%

20%

0%

Traditional Modern British Italian Indian Thai Chinese Middle

Eastern

Snacks

Wave 26: Jul-15 Wave 30: Nov-15

Australian European Asian Other Cuisines

Other

Q10. What cuisines do you cook/consume that use kale?

Q11. Which of the following occasions do you typically consume/use kale?

Sample Wave 26 N=200, Wave 30, N=205

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

Consumers prefer to use kale mainly with carrots, onions and tomatoes. Kale is generally stir fried and steamed. Eating kale raw is also a popular option.

Accompanying Vegetables

Carrot

36% lettu

Onion ce

30%

Tomato

27% carr

Garlic ot

26%

Potato

26%

Top 10 Cooking Styles

Wave 26 Wave 30

Stir frying

Steaming

42%

34%

39%

39%

Raw

Sautéing

Soup

Other

Boiling

Roasting

Baking

Frying

26%

22%

21%

10%

19%

10%

10%

11%

31%

22%

19%

17%

15%

13%

11%

10%

Q9. How do you typically cook kale?

Q10a. And when are you serving kale which of the following do you also serve together with this?

Sample Wave 26 N=200, Wave 30, N=205

128

This wave sees a decline in the importance of kale provenance. However, knowing that kale is grown in

Australia is still important information for consumers.

Vegetable Average 6.5

Wave 26: Jul-15 7.2

8.2

Wave 30: Nov-15

6.6

Knowing Australian provenance

8.2

Q14. When purchasing kale, how important is Provenance to you?

Q15. And when purchasing Kale, how important is that it is grown in Australia?

Sample Wave 26 N=200, Wave 30, N=205

129

Consumers expect kale to remain fresh for approximately a week once purchased, which is being met most of the time.

Expected to stay fresh for

6.8 days

6.1 days, Wave 26

Expectations Met

Wave 30: Nov-15

4%

9%

13% 53%

20%

Wave 26: Jul-15

2% 8% 10%

Never met Rarely met

62%

Met some of the time Met half of the time

18%

Met most of the time Always met

Q12. How long do you expect kale to stay fresh for, once you have purchased it?

Q13. How often is this length of freshness met when you buy kale?

Sample Wave 26 N=200, Wave 30, N=205

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

130

Kale Product Launch

Trends

.

131

Kale Global Launches

September

– November 2015

Country

38%

USA

Canada

Japan

UK

Germany

4%

12%

11%

4%

There were 156 kale products launched globally over the last three months.

The majority of launches were in USA and Canada. Categories for launches were juice drinks and snacks. Key packaging for kale products were in flexible packaging and bottles.

156 Global NPDs

19%

Region

7%

2%

50%

22%

North America

Asia Pacific

Middle East & Africa

Europe

Latin America

Top Pack Formats

11%

6%

11%

26%

14%

21%

Flexible Bottle

Flexible stand-up pouch Carton

Tray Jar

Categories

Juice

Drinks

26%

Fruits &

Vegetables

12%

Snacks

25%

Meals

11%

Top Claims

Low/No/Reduced

Allergen

Gluten Free

No Additives/

Preservatives

Vegan

36%

33%

50%

49%

GMO-Free 33%

Kale

Product Launches:

Last 3 Months (September

– November 2015)

Summary

• There were 156 launches in the past 3 months globally that contained kale as an ingredient.

• There were 2 products launched in Australia over the past three months.

• North America (50%) and Europe (22%) were the key regions for launches.

• Flexible packaging (26%) and bottles (21%) were the most common formats used for products.

• The main categories for launches were juice drinks (26%), snacks (25%) and fruits & vegetables (12%).

• Claims used on products highlighted health; low/no/reduced allergen (50%), gluten free (49%) and no additives/preservatives (36%).

• The most innovative product launched was a Green Detox icy-poles containing

Kale from the USA. More examples can be found in the following pages.

Source: Mintel (2015)

133

The majority of kale launches occurred in USA and Canada. The key categories for kale launches are juice drinks, snacks, fruits & vegetables and meals, consistent with the previous wave.

38%

Top Launch Countries

156

Global

Launches

12%

11%

4%

4%

4%

3%

3%

3%

3%

Top Launch Categories

USA

Canada

Japan

UK

Germany

Ireland

Brazil

France

Mexico

Norway

Juice Drinks

Snacks

Fruit & Vegetables

Meals & Meal Centers

Other Beverages

Soup

Dairy

Side Dishes

Healthcare

Sauces & Seasonings

7%

3%

6%

3%

2%

2%

12%

11%

26%

25%

134

The main claim globally was low/no/reduced allergen and gluten free.

Flexible and bottle packaging are primarily used for kale products.

Pack Formats Used

Flexible

Bottle

Flexible stand-up pouch

Flexible

Bottle

Tray

Flexible

Bottle

Tray

13%

34%

23%

17%

26%

21%

14%

29%

19%

Only regions with n >30 are displayed

Top Claims Used

Low/No/Reduced Allergen

Gluten Free

Vegan

50%

49%

31%

Low/No/Reduced Allergen

Gluten Free

59%

58%

51%

GMO Free

Low/No/Reduced Allergen 57%

57%

Vegan

No Animal Ingredients 57%

135

Innovative Kale Launches:

L3M (September

– November 2015)

New York Naturals Sea Salt

& Vinegar Kale Chips

(France)

New York Naturals Sea Salt & Vinegar Kale

Chips are handmade with the whole kale leaf. This raw and vegan product is kosher certified, is free from gluten and is not baked or fried. It retails in an 85g pack featuring a QR code and the Facebook and

Twitter logos.

Organics Happy Mama

Prenatal Apple, Kale & Kiwi with Soothing Ginger

Snack (USA)

Organics Happy Mama Prenatal Apple, Kale

& Kiwi with Soothing Ginger Snack is specially formulated for pregnant and breastfeeding women. The product provides

230mg of choline (40% DV) and 35mg DHA to help support baby's brain and eye development while in the womb, and 260mg calcium (20% DV) to support bone health for both mom and baby.

President's Choice Kale

Blend

(Canada)

President's Choice Kale Blend has been repackaged in a newly designed 227g pack featuring serving suggestions. The product is an excellent source of vitamins A, C and

K and comprises a mix of already chopped and washed red, green and Tuscan kale.

Evol. Scramble Cups Egg

White, Veggies & Cheese

(USA)

Evol. Scramble Cups Egg White, Veggies &

Cheese is free from gluten and contains 9g protein per serving. This microwavable meal is made with cage-free eggs and is suitable for vegetarians. The product retails in a 5oz. tub bearing the Facebook and Twitter logos. One pack provides two Evol. points, which can be used to get Evol. Gear.

136

Claims:

Low/No/Reduced Allergen, Vegan, Kosher,

Social Media, Gluten-Free, No Animal

Ingredients

Claims:

Brain & Nervous System (Functional), GMO-

Free, Other (Functional), Kosher,

Low/No/Reduced Sugar, Organic, Female,

Bone Health

Claims:

N/A

Source: Mintel (2015)

Claims:

Low/No/Reduced Allergen, Low/No/Reduced

Calorie, Slimming, Ethical - Animal,

Microwaveable, Gluten-Free, Social Media,

Vegetarian

Innovative Kale Launches:

L3M (September

– November 2015)

SMT Fire Roasted Crushed

Tomatoes with Eggplant,

Kale & Beet Puree

(USA)

SMT Fire Fire Roasted Crushed Tomatoes with Eggplant, Kale & Beet Puree is said to be made with only the finest tomatoes that have been roasted at their peak of freshness, and eggplant, kale and beet puree were added to for extra nutrition and flavor. The product can be substituted for canned tomatoes. It retails in a recyclable

26.46-oz. BPA-free pack, featuring the FSC and the Rainforest Alliance logos and a QR code.

Luke's Organic Kale

MultiGrain & Seed Chips

(Singapore)

Luke's Organic Kale Multigrain & Seed

Chips are suitable for vegans and are free from gluten, GMOs, soy, dairy, peanut and tree nut. This kosher, and USDA and

Quality Assurance International certified organic product contains wholegrain, and retails in a 142g pack featuring the Whole

Grain Council, Non GMO Project Verified and Certified Vegan logos. The manufacturer states on the pack that part of the proceeds from the sales go to the Red

Cross for weather disaster relief.

Iceland Seasonal Selection

Curly Kale

(UK)

Iceland Seasonal Selection Curly Kale is now available. The microwavable product is said to have been harvested at the optimum time and frozen to lock in the flavour. It can be heated from frozen in four minutes, contains no artificial colours, flavours or preservatives, and retails in a 1kg pack.

Ohayo Hanako To Collabo

Shita La France Mix &

Vegetables Yogurt

Smoothie

(Japan)

Ohayo Hanako To Collabo Shita La France

Mix & Vegetables Yogurt Smoothie contains celery, kale, yogurt and vitamin C. The product retails in a 180g pack. Launched on

October 6, 2015. RRP not available.

137

Claims:

Ethical - Environmentally Friendly Package,

Ethical - Environmentally Friendly Product,

Ethical - Human

Claims:

Low/No/Reduced Allergen, GMO-Free,

Gluten-Free, Vegan, Kosher, Ethical -

Charity, Organic, No Animal Ingredients,

Wholegrain

Source: Mintel (2015)

Claims:

No Additives/Preservatives, Seasonal,

Microwaveable

Claims:

Seasonal

Innovative Kale Launches:

L3M (September

– November 2015)

Real Health Super Foods

Raaw Juice Go Green Raw

Juice Powder

(Sweden)

Real Health Super Foods Raaw Juice Go

Green Raw Juice Powder is stuffed with super-greens such as apple, pineapple, wheat grass, barley grass, coconut milk, chlorella, kale, spinach, coconut water, stevia and silica. This 100% natural product is free from gluten, lactose, dairy and artificial sugar, sweeteners, additives, flavourings, flavour enhancers and colourants.

RW Garcia 3 Seed Kale

Crackers

(Canada)

RW Garcia 3 Seed Kale Crackers are gluten free and include kale, stone ground white corn, flaxseed, sesame and chia. They are made with non-genetically engineered white corn flour and corn oil or sunflower oil, and free from trans fat and wheat. The kosher certified product features a tasty crunch and retails in a 180g pack featuring a QR code.

Vita Mundi Detox Green

Juice

(Brazil)

Vita Mundi Detox Suco Verde (Detox Green

Juice) is now available. This gluten-free product comprises mixed apple, pineapple, ginger, kale, lemon, watercress, cucumber and chlorophyll juices, and contains no preservatives or added sugar. It is made with 100% natural ingredients, is described to be more practical, happier and healthier to conquer wellbeing, and retails in a 1L recyclable pack featuring the FSC logo.

Eatpops Green Detox Kale,

Spinach, Apple, Pineapple,

Lemon, Ginger & Cayenne

Pops (USA)

Eatpops Green Detox Kale, Spinach, Apple,

Pineapple, Lemon, Ginger & Cayenne Pops are made using real fruit and vegetable, and said to be delicious, nutritious and guilt free.

The kosher certified product is free from fat, gluten, dairy, added sugar, artificial sweeteners and added coloring, and is suitable for a vegan diet. The all-natural product retails in a 9-oz. pack containing three 3-oz. units and featuring a social media hashtag.

138

Claims:

Low/No/Reduced Lactose, No

Additives/Preservatives, All Natural Product,

Low/No/Reduced Allergen, Botanical/Herbal,

Vegan, On-the-Go, Low/No/Reduced Sugar,

Ease of Use, Gluten-Free, No Animal

Ingredients

Source: Mintel (2015)

Claims:

Gluten-Free, Low/No/Reduced Transfat,

Low/No/Reduced Allergen, Kosher, GMO-

Free

Claims:

No Additives/Preservatives, All Natural

Product, Low/No/Reduced Allergen, Ethical -

Environmentally Friendly Package,

Low/No/Reduced Sugar, Ease of Use,

Gluten-Free, Digestive (Functional)

Claims:

No Additives/Preservatives, All Natural

Product, Low/No/Reduced Allergen, No

Animal Ingredients, Vegan, Kosher,

Low/No/Reduced Fat, Low/No/Reduced

Sugar, Gluten-Free, Social Media

Australian Kale Launches:

L3M (September

– November 2015)

La Gina La Zuppa Kale, Quinoa &

Vegetable Soup

La Gina La Zuppa Kale, Quinoa & Vegetable Soup is described as a nutritious combination of kale, quinoa, lentils and vegetables. This all natural, gluten- and dairyfree, microwavable product is said to contain the finest ingredients. is 99% fat free and retails in a 540g pack.

Super Nature Super Foods

Homestyle Sweet Potato Cottage Pie

Super Nature Super Foods Homestyle Sweet Potato

Cottage Pie features tender lean beef mince mixed with black garlic, carrots, peas, red lentils, kale and amaranth, topped with sweet potato mash and sprinkled with breadcrumbs, parsley and cheese. The 97% fat free product is claimed to be a good source of protein, and is free from preservatives, artificial flavours and colours.

139

Source: Mintel (2015)

Claims:

Gluten-Free, All Natural Product, Low/No/Reduced

Allergen, Low/No/Reduced Fat, Microwaveable

Claims:

Beauty Benefits, No Additives/Preservatives, Immune

System (Functional), Brain & Nervous System

(Functional), High/Added Fiber, Other (Functional), Ethical

- Environmentally Friendly Package, Low/No/Reduced Fat,

Time/Speed, Microwaveable, High Protein, Antioxidant,

Low/No/Reduced Glycemic, Digestive (Functional), High

Satiety

Leek

.

140

On average, leeks are purchased two or three times a month, and are consumed once a week.

Leeks are generally purchased from

Woolworths and Coles, consistent with the previous wave.

Average

Purchase

2.4 times per month

Average

Consumption

4.4 times per month

2.2 times, Wave 26

3.9 times, Wave 26

Purchase Channels

55%

53%

48%

53%

Woolworths

36%

36%

20%

21%

21%

20%

15%

15%

Coles Specialist Fruit and Vegetable

Retailer

Markets Independent

Supermarkets

Aldi

3%

3%

1%

2%

Direct from the grower

Gourmet

Independent

Retailers

3%

1%

Online

0%

0%

Costco

0%

0%

Convenience

Stores

2%

3%

Other

Wave 26: Jul-15

Q1. On average, how often do you purchase leeks?

Q2. On average, how often do you consume leeks?

Q5. From which of the following channels do you typically purchase leeks?

Sample Wave 26 N=206, Wave 30 N=204

Wave 30: Nov-15

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

141

Average Spend and Price Sensitivity.

Average weight of purchase

The average consumer typically purchases

800g of leeks, consistent with the previous wave.

800g, Wave 26

Recalled last spend

Recalled last spend on leeks was $3.50, remaining relatively consistent with the past wave.

$3.30, Wave 26

Value for money

Consumers’ perceived value for money is fair for leeks (6.0/10).

6.2/10, Wave 26

Q3. How much leek do you typically purchase when you shop for it?

Q3b. To the best of your memory how much did this cost on your most recent typically purchase?

Q4. Please indicate how Poor to Good Value you think this product is? (0-10 scale)

Sample Wave 26 N=206, Wave 30 N=204

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

142

Half Pumpkin

Whole Pumpkin

Quarter Pumpkin

31%

32%

33%

31%

51%

51%

Amount Purchased if Selected (Wave 5)

Mean

1.1

Mean

1.4

Mean

1.4

Individual leeks are the most common purchase format.

Bunched leeks are another popular option and have seen an increase in popularity this wave.

76%

74%

Loose

26%

32%

Bunched

11%

9%

Pre-packaged in small container/bag/tray

4%

1%

Pre-packaged in large container/bag/tray

1%

0%

Pre-prepared mixed vegetable formats

Wave 26: Jul-15 Wave 30: Nov-15

Q4b. In what fresh formats do you typically purchase leeks?

Sample Wave 26 N=206, Wave 30 N=204

143

Online and In-store Commodity Prices.

Leek.

Darwin, NT

Woolworths: N/A

Coles: $2.50ea

The average price for Leeks in

Australia was $2.27 each

Brisbane, QLD

Woolworths: $2.48ea / $2.48ea

Coles: $2.50ea / $2.50ea

Perth, WA

Woolworths: $2.98ea

Coles: $2.90ea

Adelaide, SA

Woolworths: $2.98ea / $2.48ea

Coles:

$1.50ea

/ $2.48ea

The average price for an individual leek was $2.27 in November, relatively consistent across waves.

The cheapest price was in Adelaide at $1.50 and the most expensive at $2.98 in Perth.

The retail price range was $1.48, consistent with past months.

Sydney, NSW

Woolworths: $1.98ea / $1.98ea

Coles: $2.00ea / $2.00ea

Melbourne, VIC

Woolworths: $1.98ea / $1.98ea

Canberra, ACT

Woolworths: $1.98ea

Coles: $2.00ea

Coles: $2.00ea / $2.00ea

Pricing was carried out on 17 th November between 10am-12pm.

Prices are displayed Online / In-store.

Green text indicates promotional price.

Hobart, TAS

Woolworths: $2.48ea

Coles: $2.50ea

144

Awareness of leek varieties is low, with 91% of consumers unable to recall a type. This has declined even further from the 85% of consumers unable to recall a type in Wave 26.

Q6a. What varieties of leek are you aware of? (unprompted)

Sample Wave 26 N=206, Wave 30 N=204

145

Using leeks as an ingredient in dishes, their great taste and their ease of preparation are the key drivers of purchase, consistent with the previous wave.

In contrast, the key barriers to purchase are already consuming enough to balance their diet and not wanting to waste any.

Triggers Barriers

To use as an ingredient in dishes

To add variety to my vegetable selection

They taste great

Easy to prepare/cook with

To complement other food

It's versatile

As they are healthy

The whole family likes them

Cooks quickly

I like the texture

28%

30%

30%

28%

22%

27%

27%

26%

22%

25%

52%

57%

44%

46%

46%

44%

57%

63%

72%

75%

3%

4%

7%

6%

24%

22%

24%

24%

23%

28%

25%

28%

9%

8%

8%

9%

10%

5%

17%

13%

Wave 30: Nov-15

Lack of variety available

Not versatile for my cooking style

I don't know how to fit any more vegetables into my daily diet

Short shelf life

I grow my own

Other

Expensive

I want a variety of vegetables in my diet

I don't want to waste any

I consume enough to balance my diet

Wave 26: Jul-15 Wave 30: Nov-15

Wave 26: Jul-15

Q7. Which of the following reasons best describes why you purchase leeks?

Q8. Which reason best describes why you don’t buy leeks more often?

Sample Wave 26 N=206, Wave 30 N=204

146

147

This wave sees a relatively large increase in the use of Modern

Australian, Italian, Indian, Thai and

Chinese cuisines when cooking leeks.

Meal occasions tend to occur during dinner. One quarter of consumers used leeks when cooking a new recipe.

Top 5 Consumption Occasions

Dinner

Family meals

Weekday meals

Weekend meals

Quick meals

Wave 26 Wave 29

66%

58%

39%

29%

21%

70%

57%

39%

34%

28%

26%

used leeks when cooking a new recipe

19%, Wave 26

Typical Cuisine Cooked

80%

60%

40%

20%

0%

52%

36%

26%

23%

17%

28%

6%

3%

4%

10%

Traditional Modern British Italian Indian Thai Chinese Middle

Eastern

Snacks

Wave 26: Jul-15 Wave 30: Nov-15

Australian European Asian Other Cuisines

Other

Q10. What cuisines do you cook/consume that use leeks?

Q11. Which of the following occasions do you typically consume/use leeks?

Sample Wave 26 N=206, Wave 30 N=204

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

Consumers prefer to serve leeks with potatoes and carrots, consistent with the previous wave. Leeks are generally cooked in soups and stir fried.

Accompanying Vegetables

Potato

57% lettu

Carrot ce

41%

Onion

28% carr

Garlic ot

23%

Top 10 Cooking Styles

Wave 26 Wave 29

Soup

Stir frying

68%

37%

55%

45%

Sautéing

Frying

Slow Cooking

Roasting

Baking

Steaming

Boiling

Microwave

33%

22%

30%

8%

11%

17%

12%

6%

39%

31%

23%

15%

15%

12%

11%

6%

Capsicum

22%

Q9. How do you typically cook leeks?

Q10a. And when are you serving leeks which of the following do you also serve together with this?

Sample Wave 26 N=206

148

This wave sees a slight decline in the importance of the provenance of leeks, sitting just below Vegetable

Average.

Vegetable Average 6.5

Wave 26: Jul-15 6.7

7.8

Wave 30: Nov-15

6.4

Knowing Australian provenance

7.8

Q14. When purchasing leeks, how important is Provenance to you?

Q15. And when purchasing Leeks, how important is that it is grown in Australia?

Sample Wave 26 N=206, Wave 30 N=204

149

Consumers expect leeks to remain fresh for just over a week once purchased, which is being met most of the time. However, having expectations always met has slightly declined this wave.

Expected to stay fresh for

8.6 days

8.9 days, Wave 26

Expectations Met

Wave 30: Nov-15

3% 8% 59%

28%

Wave 26: Jul-15

5% 7% 56% 31%

Never met Rarely met Met some of the time Met half of the time Met most of the time Always met

Q12. How long do you expect leeks to stay fresh for, once you have purchased it?

Q13. How often is this length of freshness met when you buy leeks?

Sample Wave 26 N=206, Wave 30 N=204

: Indicates LOWER score than current wave.

: Indicates HIGHER score than current wave.

150

Leek Product Launch

Trends

.

151

Leek Global Launches

September

– November 2015

Germany

France

UK

Poland

Netherlands

Country

12%

9%

9%

8%

6%

There were 433 leek products launched globally over the last three months.

The majority of launches were in Germany and France. Categories for launches were meals and sauces & seasonings.

433 Global NPDs

Region

13%

3%

5%

3%

Europe

North America

Latin America

76%

Asia Pacific

Middle East & Africa

Top Pack Formats

12%

7%

24%

Flexible

Tub

Carton

12%

15%

14%

Tray

Flexible sachet

Flexible stand-up pouch

Categories

Meals

29%

Soup

17%

Sauces &

Seasonings

20%

Processed

Products

14%

Top Claims

No Additives/

Preservatives

Microwaveable

Ethical -

Environmentally

Friendly Package

Ease of Use

18%

18%

27%

26%

Not Specified 17%

Leek

Product Launches:

Last 3 Months (September

– November 2015)

Summary

• There were 433 launches in the past 3 months globally that contained leeks as an ingredient.

• There was one product launched in Australia over the past three months.

• Europe (76%) was the key region for launches.

• Flexible packaging (24%), trays (15%) and tubs (14%) were the most common format used for products.

• The main categories for launches were meals (29%), sauces & seasonings

(20%) and soups (17%).

• Claims used on products included no additives/preservatives (27%), microwaveable (26%) and ethical

– environmentally friendly packaging (18%).

• The most innovative product launched was Leek and Cheese Swirls from the

Netherlands. Other examples can be found in the following pages.

Source: Mintel (2015)

153

The majority of launches occurred in Germany and France. The key categories for leek launches are meals, sauces & seasonings, soups and processed products, consistent with the previous wave.

Top Launch Countries

12%

433

Global

Launches

9%

9%

8%

6%

6%

4%

4%

3%

3%

Germany

France

UK

Poland

Netherlands

Spain

Sweden

South Korea

Canada

Italy

Top Launch Categories

Meals & Meal Centers

Sauces & Seasonings

Soup

Processed Fish, Meat & Egg

Products

Side Dishes

Snacks

Fruit & Vegetables

Baby Food

Savoury Spreads

Bakery

2%

1%

0%

6%

6%

5%

20%

17%

14%

29%

154

The main claims globally were no additives & preservatives, microwaveable, and ethical & environmentally friendly packaging. Flexible packaging is the most commonly used pack format for leek products.

155

Pack Formats Used

Flexible 24%

15% Tray

Tub 14%

19% Flexible

Tub 16%

15% Tray

Flexible 53%

14% Flexible Sachet

Flexible Stand-Up Pouch 12%

Only regions with n >30 are displayed

Top Claims Used

No Additives/Preservatives 27%

Microwaveable

Ethical - Environmentally

Friendly Package

24%

17%

No Additives/Preservatives 28%

Microwaveable

Ethical - Environmentally

Friendly Package

No Additives/Preservatives

25%

20%

26%

Halal

26%

Time/Speed 26%

Innovative Leek Launches:

L3M (September

– November 2015)

Maggi Vegetable Bouillon

Powder

(Switzerland)

Maggi Gemüsebouillonpulver (Vegetable

Bouillon Powder) is now available. The product is said to be low in fat and made with natural ingredients, and contains chervil, onions, carrots and celery. It is suitable for vegetarians and retails in a 300g pack.

President's Choice World of Flavours Peruvian

Squash & Quinoa Soup

(Canada)

President's Choice World of Flavours

Peruvian Squash & Quinoa Soup contains pieces of potatoes with quinoa, aji amarillo peppers in a carrot and butternut squash soup. This soup has a mild spicy taste, and can be microwaved. The ready to serve product contains no colours or artificial flavours, and retails in a 540ml pack.

VégéDélice Vegetarian

Italian-Style Portions in

Breadcrumbs

(France)

VégéDélice Pané à l'Italienne Végétalien

(Vegetarian Italian-Style Portions in

Breadcrumbs) comprise Mediterranean vegetables, sun dried tomatoes, fresh herbs and responsibly sourced RTRS certified soya, coated in crispy golden breadcrumbs.

This product is said to be a healthy and rich alternative to meat, can be pan or oven heated, and retails in a 450g pack containing six units.

Hua Wei Food Japanese

Style Frozen Cooked

Dumplings with Pork and

Leek

(Taiwan)

Hua Wei Food Japanese Style Frozen

Cooked Dumplings with Pork and Leek are processed according to an advanced

Japanese dumpling making technique. They can be boiled, steamed, pan fried, or deep fried. This product is free from preservatives and retails in a 1900g pack.

156

Claims:

Vegetarian, Low/No/Reduced Fat

Source: Mintel (2015)

Claims:

Ease of Use, No Additives/Preservatives,

Microwaveable

Claims:

Vegan, Ethical - Environmentally Friendly

Product, Time/Speed, Ethical - Human, Ease of Use, No Animal Ingredients, Vegetarian

Claims:

No Additives/Preservatives

Innovative Leek Launches:

L3M (September

– November 2015)

Asda Ready To Cook

Chicken with Bacon & Leek

(UK)

Asda Ready To Cook Chicken with Bacon &

Leek has been relaunched with an improved recipe and a new brand name, formerly known as Asda Chosen by You.This ready to cook and freezable product consists of two chicken breast fillets with leeks, cooked bacon, Red Leicester and mature cheddar in a mature cheddar cheese sauce. It can be oven cooked in 30 minutes and contains no artificial colours, flavours or hydrogenated fat. It also retails in a recyclable 420g pack that serves two people.

Kiddyum Fish and Veg Pie

(UK)

Kiddyum Fish and Veg Pie is made with all natural ingredients including sustainable fish. It is suitable for children aged one to four years old and is free from sugar, preservatives, GM ingredients, artificial colours and flavours. It is low in salt and can be ready in five minutes in a microwave.

This product retails in a recyclable 200g pack that features a QR code and the FSC,

Facebook and Twitter logos.

Tillman's Toasty Vegetarian

Snack for Toasting

(Germany)

Tillman's Toasty Der Snack zum Toasten

Vegetarisch (Vegetarian Snack for

Toasting) is new to the range. This 100% meat-free product comprises chopped roasted vegetables in a toast-like shape, with an extra crispy breadcrumb coating. It is suitable for vegetarians, can be toasted, oven-baked or pan-heated, and retails in a

140g pack containing two units.

Eridanous Leek and

Cheese Swirls

(Netherlands)

Eridanous Krokante Gebak met een Prei-

Kaas Vulling (Leek and Cheese Swirls) are described as pastry whirls with a leek,

Mizithra cheese and feta cheese filling. The ready to bake product retails in a 680g pack, bearing a QR code.

157

Claims:

Ease of Use, No Additives/Preservatives,

Low/No/Reduced Transfat, Ethical -

Environmentally Friendly Package

Source: Mintel (2015)

Claims:

No Additives/Preservatives, All Natural

Product, GMO-Free, Social Media, Ethical -

Environmentally Friendly Package, Ethical -

Environmentally Friendly Product,

Low/No/Reduced Sugar, Microwaveable,

Low/No/Reduced Sodium, Babies & Toddlers

(0-4), Time/Speed

Claims:

Vegetarian

Claims:

Ease of Use

Innovative Leek Launches:

L3M (September

– November 2015)

Liebig Lobster Soup

(France)

Liebig Velouté de Homard (Lobster Soup) can be heated in a pan or microwave. The product retails in a 1L recyclable pack featuring the FSC logo. The manufacturer claims to be committed to preserving the environment and to offer thousands of products per year to charity organisations so that everyone can enjoy vegetables.

Oils & More Experience

Seasoning Oil

(Germany)

Oils & More Erlebnis Gewürzöl (Experience

Seasoning Oil) has been repackaged. It is based on extra virgin Arbequina olive oil and just needs to be shaken and served for dipping with bread. It is also suitable to marinade meat, fish, poultry and vegetables, or for roasting and grilling, and retails in a newly designed 250ml bottle featuring the Corporate Social

Responsibility logo. This product was on display at the Anuga 2015 Trade Show in

Cologne, Germany.

Grandiosa X-tra Allt Kebab

Pizza with Garlic Sauce

(Sweden)

Grandiosa X-tra Allt Kebab + Sås (Kebab

Pizza with Garlic Sauce) has been stone oven baked in Sweden. This pizza comprises a crispy and golden base topped with kebab meat, peperoncini, cheese and red onion, and a garlic sauce to be used as a topping for the pizza. It retails in a 400g recyclable pack containing 355g pizza and

45g sauce. The manufacturer is a proud sponsor of Swedish football.

Xrisi Zimi Epirus Herbs Pie

(Greece)

Xrisi Zimi Chortopita Ipeirou (Epirus Herbs

Pie) comprises pastry made with olive oil and a selected filling of spinach, endive, chicory, feta and mizithra cheese. The product is made according to a traditional recipe without preservatives, cooks in 40 minutes in the oven, and retails in an 850g easy-open pack.

158

Claims:

Ethical - Charity, Ethical - Environmentally

Friendly Package, Ethical - Environmentally

Friendly Product, Microwaveable

Claims:

Ease of Use, Ethical - Human

Source: Mintel (2015)

Claims:

Ethical - Environmentally Friendly Package

Claims:

No Additives/Preservatives, Convenient

Packaging

Source: Mintel (2015)

Australian Leek Launches:

L3M (September

– November 2015)

Crazy Dragon Chunky Prawn Gyoza

Dumplings

Crazy Dragon Chunky Prawn Gyoza Dumplings have been repackaged and are now available in a 300g pack.

The product is made with all natural ingredients and pork and contains 25% prawn filling, no added preservatives and no artificial colours or preservatives. The heat and eat product is of premium quality and described as fresh, healthy and bursting with flavour. It is made with pork and retails in a pack containing ten pieces and featuring

Facebook and Twitter logos.

Claims:

Ease of Use, No Additives/Preservatives, All Natural

Product, Premium, Social Media

159

In the Media.

160

General Vegetable News

(September

– November 2015)

 Coles has unveiled new ‘pick and pack’ technology which promises to cut down delivery times for online shoppers. The new system, dubbed Power Pick, has increased efficiency by up to 20 per cent and reduced order errors.

The tablet-based technology directs a Coles team member to the exact location of each item within the order using the most efficient route possible, with the directions pinpointing items by aisle, module, shelf and position.

Developed in-house at Coles as Rover, the technology has been sold to global retail technology provider

NCR, and is likely to be picked up around the world.

Adoption of online grocery shopping has been slow, with customers generally satisfied to shop in-store.

However, Coles says its online sales are growing at more than 20 per cent per year. http://www.news.com.au

161

Commodity News

(September

– November 2015)

 Researchers with Zhejiang

University say that pelletized broccoli by-products may be used to replace other feed ingredients and address environmental waste. The alternative feed boosts milk fat content and maintains similar levels of milk production, milk protein, lactose, total solids and solids-not-fat.

 200,000 tonnes of pelletized broccoli-by-products were produced every year in China, creating both waste and environmental damage. http://www.feednavigator.com/

 Levarht has announced the introduction of their new

‘Pick and Pack Hot Pepper Mix

Box’, which has already been well received in the USA and

Canada. The colourful hot chilli mix box with heat index indicator is perfect for retail. The concept allows customers to pick and choose their favourites, along with giving them the possibility to explore and try something new.

The 2kg box is divided into 4 separate compartments.

 Depending on season and availability, hot chilli varieties will be chosen in cooperation with the retailer, wholesaler or importer. http://www.freshplaza.com/

 The recently launched threepack of cos lettuce at Coles supermarkets will feature a photo of Koala Farm’s

Anthony Staatz. For the past three years, Mr Staatz has had his photo on the lettuce packaging at Coles.

 The aim is to personalise the products to ensure consumers understand they are grown in

Australia. Koala Farms crops

700 acres twice a year. http://www.qt.com.au/

 As part of the Australian Food

Fair promotion, sweetcorn from Neerabup’s Trandos

Farms was sampled by consumers in Malaysia.

 The feedback was positive, as

West Australian sweetcorn tastes different to sweetcorn grown in Malaysia as it is a lot sweeter.

 WA produce was generally regarded as premium food by

Malaysian consumers, and was easily recognisable due its kangaroo and sun logo. http://www.freshplaza.com/

162

Commodity News

(September

– November 2015)

 Scientists at the Bengalurubased National Centre for

Biological Sciences (NCBS) have found that excessive consumption of green peas could lead to paralysis due to the presence of an antinutritive chemical in the pulse.

 On prolonged consumption

(e.g. more than three months as main diet), it may result in the outbreak of the disease called “neurolathyrism”, causing irreversible paralysis of the lower limb muscles ensuing in loss of walking ability. http://www.deccanherald.com/

 A farm in the Northern Territory is ramping up its production of kale to meet a growing demand in Darwin.

 Grown mostly in regions across southern Australia with a cooler climate, farmer David

Thompson said a lot people were sceptical that kale would grow well in the far north.

However, the north's dry season this year had provided great conditions. Keeping the bugs off the kale was a challenge, but a mixture of companion planting and organic pesticides had kept the crop safe. http://www.abc.net.au/

There was no leek specific news to report this wave.

163

Project Harvest

Background &

Methodology

164

Background to the research.

There is an increasing need in Australia’s Horticulture Industry to monitor and gauge consumer perception of and behaviour in relation to fresh vegetables.

Colmar Brunton has been commissioned to conduct a monthly on-line tracking project following specified vegetables across a three year period; monthly trend analysis; and additional adhoc projects to assist in this understanding of consumers.

The following report is designed to supplement an online

Interactive Research Tool (IRT) and details the findings of the monthly on-line tracking program and trends analysis components.

This wave’s report (Wave 30, November 2015) focuses on:

1

Broccoli

1

Chillies

1

Lettuce

1

Sweet Corn

1

Green Peas

1

Kale

1

Leek

This current report will highlight any observations in regards to these specific commodities.

This project has been funded by Horticulture Innovation Australia

Ltd using the vegetable levy and matched funds from the Australian

Government.

165

Online Methodology.

Consumers were recruited via an Online Panel. If the consumers met the recruitment requirements of sufficient vegetable consumption (monthly) they were asked to complete the online questionnaire.

All consumers completed general demographic and consumption questions. If consumers purchased any of the specific commodities within the last month they would complete those questions. A minimum of N=500 consumers completed the questionnaire.

Topics covered in the questionnaire were vegetable purchase and consumption, category health, price and value perceptions, triggers and barriers to purchase and preparation and cooking preferences.

An additional two ad-hoc questions were asked at the end of the questionnaire. The subjects of these questions are supplied by

Horticulture Innovation Australia prior to each month to get feedback on topics of interest at that time.

The questionnaire took 15 minutes to complete.

Questions asked appear on the bottom of each page of this report. Unless stated otherwise, all scales were 0 -10 scales, with higher scores indicating greater agreement/liking/importance etc.

General consumer Questions

Demographics

Vegetable Consumption

Commodity

1

Commodity

2

Commodity

3

Commodity

4

Commodity Specific Questions

Category Health

Purchase & Consumption Habits

Price Perceptions & Average Spend

Triggers/Barriers to Purchase

Preparation Preferences

+ 2 Ad hoc Questions per Month

166

Sample.

Male

Female consumers represented most states and territories, as well as both metro and rural areas.

Demographic information about age and household structure was also collected to examine differences between life stages.

To qualify for the questionnaire, consumers...

1

Were aged 18 years and over

1

Purchased fresh vegetables at least once a month

1

Purchased at least one of the monthly commodities (broccoli, chilli, lettuce, sweet corn, green peas, kale, leek) within the last month

1

Were the main or joint grocery buyer.

18-24 y.o.

25-34 y.o.

35-44 y.o.

45-54 y.o.

55-64 y.o.

65+ y.o.

Single Income no Kids

Double Income no Kids

Young Families

Established Families

Empty Nesters

New South Wales

Victoria

South Australia

Queensland

Western Australia

Tasmania

Australian Capital Territory

Northern Territory

20%

25%

15%

19%

22%

22%

20%

14%

19%

18%

3%

3%

0%

Broccoli n=302

38%

62%

9%

20%

18%

16%

18%

19%

Chilli n=204

49%

51%

2%

Lettuce n=304

Gender

34%

66%

Age

9%

14% 18%

20%

19%

14%

16%

28% 21%

16% 22%

Household

17% 17%

25%

13%

22%

15%

23% 18%

23%

17%

14%

15%

15%

18%

14%

4%

2%

26%

Location

22%

22%

14%

20%

16%

4%

3%

0%

Sweet Corn n=302

Green Peas n=306

37%

63%

9%

25%

21%

15%

17%

13%

18%

18%

21%

25%

18%

25%

22%

14%

19%

14%

3%

2%

0%

33%

67%

8%

20%

18%

18%

19%

17%

19%

17%

19%

24%

21%

27%

23%

13%

17%

16%

2%

3%

0%

Kale n=205

36%

64%

18%

17%

16%

15%

14%

14%

6%

1%

4%

18%

19%

20%

23%

17%

17%

24%

12%

20%

26%

Leek n=204

39%

61%

2%

13%

17%

18%

28%

22%

167

16%

14%

9%

28%

33%

13%

19%

15%

15%

15%

18%

4%

1%

Trends Research:

Our Approach

9

Colmar Brunton has used a combination of both desk research and in the field market research to explore the trends for each vegetable commodity being tracked this month.

9

Our main source of secondary data for this report was collected from Mintel Global New

Products Database (GNPD).

9

This data source is used to analyse products launched around the globe in the last three months (L3M) that contained each vegetable being tracked as a core ingredient.

9

Trends are determined at a global and regional level.

9

Claims and pack types used for the launched products are explored and the relevant product categories are determined. Specific examples of products being launched around the globe that are particularly innovative are displayed for reference.

9

Trend reports are provided monthly and will reflect the 7 commodities tracked in the preceding period.

168

Product Launches Last 3 Months (L3M)

How to Read Summaries

Country

USA 12%

UK

12%

Top countries where

Germany

10% products were launched.

South Korea 8%

Canada

4%

Top Pack Formats

6%

18%

50%

Flexible

Carton

Bottle

12%

Tub

Flexible stand-up pouch

Other

Commodity

Top Categories

Snacks

28%

Bakery

Top categories that products were launched

Breakfast

Cereals in.

Dairy

6%

8%

See below for the format that will be used to summarise the trend data collected for each commodity.

Region

5% 4%

28%

15%

What regions new products were launched in.

48%

Asia Pacific

North America

Latin America

Europe

Middle East & Africa

Top Claims

No Additives/Preservatives

35%

Low/No/Reduced Allergen 20%

Top claims made by

Organic launched.

Vegetarian 18%

Gluten-Free

18%

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