Keeping it fresh

When it comes to vegetables, Australians like them fresh. 83% of us eat fresh vegies at least once a week, compared with 50% consuming frozen vegetables and just 18% who eat canned vegetables.

The data, compiled by Roy Morgan Research, showed that people aged between 50 and 64 years are the most likely to eat fresh vegetables in any given seven-day period (86%); frozen vegetables are most popular with the 65+ age bracket (56%); and canned vegies hit their peak with 25- to 34-year-olds and 35- to 49-year-olds at 19% each.

In news that will surprise few parents, teenagers aged between 14 and 17 are the least likely to eat any kind of vegetable, with 30% of boys and 17% of girls in this age group claiming to eat no vegetables at all in an average seven-day period!

“With a more thorough understanding of Australians who are most likely to eat frozen and/or canned vegetables, brands and retailers can target them with more accuracy. For example, Roy Morgan Research data shows that people born in the UK and the US are much more likely than those born in Australia to eat canned vegies, as are those who eat a primarily vegetarian diet. Meanwhile, people who buy frozen/chilled ready-prepared meals also tend to be more partial to frozen vegetables,” says Andrew Price from Roy Morgan Research.

“But the biggest challenge lies with the nation’s teenagers. Vegetables are essential for a healthy diet, but clearly need to be marketed to this group in a way that resonates with their particular attitudes to food, cooking and health.”