This report is part of the Produce Marketing Association’s (PMA’s) series of global consumer insights reports, fielded by research firm NOW WHAT. It explores Australian consumers’ decision-making process during six key eating occasions and provides insight into how to position produce for increased consideration and consumption during these occasions. Using diverse consumer recruits from across Australia and NOW WHAT’s multi-platform journaling tool, this research examines consumers’ unique values and relationship with fruit and vegetables by identifying drivers and barriers for consumption during these six occasions, also called demand spaces.
This study finds fruit and vegetables playing important, yet distinct roles in the Australian diet. Australian consumers tend to look at their food decisions using a holistic lens: they look at the aggregate of each day’s or week’s meals to ensure an overall balance of health, nutrients, and flavours. When it comes to health, many consumers alternate between “healthy” and “indulgent” meals or days, finding it possible to have both and still maintain a healthy diet. This often plays out through a split between weekday and weekend consumption, with weekdays being more about ‘healthy’ choices, while the weekend is for more indulgent decisions.
As seen in other global markets explored in this research series, Australian con-sumers have clear expectations of when and why fruit and vegetables should be used, assigning each to specific eating occasions, while excluding them from the consideration set for other occasions. In order to increase produce usage and consumption in the six demand spaces examined, consumers must be shown how fruit and vegetables can deliver on their stated needs in each occasion.
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