Nielsen Homescan data, taken from 10,000 geographically and demographically representative Australian households, indicates that the volume of market share for Asian vegetable varieties against other vegetable types has increased, posting a 14 per cent growth in value and 12 per cent volume growth.

“The value of Asian vegetable varieties, which include bok choy, choy sum and wombok, has increased this year, driven by an increase in the frequency of young families and young adults purchasing Asian vegetable varieties,” said AUSVEG spokesperson, Kurt Hermann. “This increase has been driven by a rise in the number of ‘Start Up Families’ with children under six years old, ‘Small Scale Families’ with the eldest child between six and twelve years old, and ‘Young Transitional’ adults who are under the age of 35 without children, buying Asian vegetable varieties more frequently.”

He added, “These households make up nearly a quarter of the consumer landscape and have increased their per shop spend on Asian vegetable varieties compared to last year, with purchase quantity either remaining stable or increasing. Australian growers are choosing to produce more Asian vegetable varieties for Australian consumers, and it is encouraging that the value of these vegetable varieties is rising.” 

The Nielsen data highlights that the value of Asian vegetable varieties against other vegetable commodities has risen despite the overall number of households purchasing them dropping slightly.

“According to the Nielsen data, there is an opportunity for the industry to increase its value by almost $1 million if those households that are no longer buying Asian vegetable varieties buy them at the same level that they did last year,” Hermann said. “It is a positive sign for the industry that Asian vegetable varieties are continuing to increase their market share, especially with families with younger children increasing the amount of Asian vegetables they are buying.”

“The nutrition provided by Asian vegetable varieties is especially beneficial for children, providing an excellent foundation for physical and mental development, and it’s encouraging to see that young families are incorporating vegetables into their children’s diets.”

Nielsen Homescan consumer research is funded by Horticulture Innovation Australia using the National Vegetable Levy and funds from the Australian Government.