The report highlights innovations in the global fresh produce industry, including QR code shopping kiosks in the Philippines, ‘grazing areas’ to let shoppers sample products in British supermarkets, AmazonFresh grocery home delivery in the USA, and shopping trolleys with interactive touchscreens in South Korea.

“This report will help Australian growers and retailers gain a new perspective on the Australian market by giving them insights into innovative developments in international industry,” said AUSVEG spokesperson, Shaun Lindhe. “It could inspire some fresh ideas on how to translate successful overseas initiatives into increasing vegetable consumption among Australian consumers, which in turn could lead to growth in our industry.” 

“Social factors like an increased focus on healthy eating have created a great opportunity to highlight the health and nutritional benefits that fresh Australian vegetables can bring to a well-balanced diet,” he added. “Meanwhile, technological advancements are making it easier for vegetable growers and retailers to meet consumer needs, such as by offering pre-prepared product formats – like pre-cut veggie mixes or pre-packed lettuce leaves – so that consumers can grab and go.”

The report, part of the Project Harvest study commissioned by Horticulture Innovation Australia, brings together industry insights from consumer research group, Colmar Brunton, from February 2015 to May this year to offer vegetable growers bite-sized snapshots of consumer behaviour trends.

“There are major social and technological factors driving changes to the behaviour of modern consumers, and the insights in this report could help growers and retailers to get on the front foot and capitalise on the potential of these changes to increase fresh vegetable consumption,” Lindhe said.