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LEAFY ASIAN VEGETABLES

COMPREHENSIVE REVIEW

52 weeks to 15.06.2019 vs Prior Year

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What is Homescan? Nielsen Homescan® is a continuous panel of 10,000 households who record all take-home packed and fresh grocery from all retail outlets. The sample is

demographically and geographically representative of the Australian household population.

Each household is equipped with a small handheld terminal through which details of all purchasing are entered - product, quantity, price and outlet. This

information, along with the date of purchase, is linked with demographic details of the household and the household purchasing history. Data are projected for the

population as a whole.

Estimates produced from Nielsen Homescan® are subject to sampling variation which means that every number reported has a standard error associated with it.

For example at a Total National level, a 40% share of trade number, will be subject to a 1% standard error at a 95% confidence interval. This implies there is a

95% chance that the true value of the estimate lies between 39 to 41%.

Use of this Report This dashboard and accompanying reports are outputs of MT17017 Vegetable Cluster Consumer Insights Program and intended for use by Hort Innovation, the

Australian vegetable, sweetpotato and onion industries, and other stakeholders in the context of understanding and diagnosing market performance and

shopper behaviour. Any reproduction of the content of the online dashboard or reports and any part thereof requires prior written permission from Hort

Innovation and/or Nielsen. Users/recipients of the dashboard and reports are asked to ensure that report data is not presented in a false or misleading manner;

that the Nielsen name is not used to imply that Nielsen is the source of any claims by Hort Innovation or the recipient; that Nielsen copyright is noted over

Nielsen proprietary information; and that the reports (or the data contained therein) are not used in a manner that is detrimental or which is comparable with the

retail purchase measurement services provided by Nielsen, or in exchange for compensation of any kind.

Disclaimer Horticulture Innovation Australia Limited (Hort Innovation) and The Nielsen Company (Australia) Limited (Nielsen) make no representations and expressly

disclaim all warranties (to the extent permitted by law) about the accuracy, completeness, or currency of information in this dashboard and reports. Reliance on

any information provided by Hort Innovation or Nielsen is at your own risk. You are required to make your own independent decisions prior to acting on the

information having regard for your own judgement and the advice of professional advisors as appropriate. To the full extent permitted by law, neither Nielsen nor

Hort Innovation will be liable, in contract, tort (including negligence) or otherwise, for any loss, expense or damage of any kind arising from your use or reliance

on the information contained in this dashboard and/or the reports.

Funding Statement This project has been funded by Hort Innovation, using the vegetable, onion and sweet potato research and development levies, and contributions from the

Australian Government. Hort Innovation is the grower-owned, not-for-profit research and development corporation for Australian horticulture.

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SUMMARY • Leafy Asian vegetables (eg: Buk choy, Choy sum etc) have grown 2.6% in dollar sales in the last

52 weeks to 15.06.2019. Volume (kg) sales saw an increase (+8.8%) compared to total vegetables

which stayed relatively flat (-1.4%).

• Leafy Asian vegetables had small increases in key growth drivers such as buying occasions, average dollars

spent and average volume per buying occasion despite the number of households remaining relatively flat.

• Leafy Asian vegetable average price per kg decreased (-5.7%) mostly driven by price decreases in

major supermarkets.

• Leafy Asian vegetable shoppers are more price sensitive with most shoppers not willing to pay more than they

would normally pay and only 17% of leafy Asian veg buyers who are willing to pay more.

• Ethnic households are overtrading in leafy Asian vegetables and saw greater increase in average

dollar spent per household.

• In the past year, NSW overtook Victoria and is now the leading state in terms of dollar distribution

for leafy Asian veg and is driving dollar growth, influenced by NSW becoming the most popular

state for migrants in 2017-2018.

• Leafy Asian veg has the potential to further capitalise on an increasingly multicultural Australia.

• High usage in a recipe suggests growing popularity of Asian cuisine amongst non-Ethnic households.

*Ethnic households defined by non-English speaking households.

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OPPORTUNITIES

Opportunity 1

Major supermarkets have the highest number of buying households, becoming more

competitive in leafy Asian veg by ensuring a wide range and competitive pricing could

create an opportunity to grow sales further.

Opportunity 2

Increasing the number of English speaking households buying leafy Asian veg by 1%

would result in an additional $1.2 million in dollar sales and 172 tonnes in volume sales

in the 52 weeks to 15.06.2019.

*Major Supermarkets comprises of Woolworths, Coles & Aldi

5

This artwork was created using Nielsen data.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

LEAFY ASIAN VEG

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LEAFY ASIAN VEG GREW 2.6% IN DOLLAR SALES Volume (kg) saw an 8.8% growth compared to total vegetables which remained relatively flat (-1.4%)

in volume (kg).

Source: Nielsen Homescan

Leafy Asian Veg | Dollar sales and Volume (kg) change | 52 weeks to 15.06.2019 vs Prior Year

3.4%

2.6%

-1.4%

8.8%

T. Vegetable Leafy Asian Veg

Dollar

Volume (kg)

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INCREASE IN KEY DRIVERS; PURCHASE FREQUENCY, AVERAGE

DOLLAR SPENT AND AVERAGE VOLUME PURCHASED PER OCCASION Despite the decline in average prices (-5.7%) for leafy Asian veg, the number of buying household

remained relatively flat.

Source: Nielsen Homescan

Leafy Asian Veg | Key Performance Indicators | T. AUS | 52 weeks to 15.06.2019 vs Prior Year

36

5.0

15.2

2.3

35

5.2

15.7

2.6

0

5

10

15

20

25

30

35

40

% of buying households Average buying occasions Average amount spent Average weight purchased

Prior Year 52 weeks to 15/06/2019

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GREENGROCERS & SPECIALTY MARKETS OVERTRADING IN

LEAFY ASIAN VEG AND HAD THE HIGHEST INCREASE (20.1%) IN

DOLLAR CHANGE Major supermarkets still contribute to more than half of leafy Asian veg dollar sales.

Source: Nielsen Homescan

Leafy Asian Veg | Retailer Dollar Share of Trade and Change | 52 weeks to 15.06.2019 vs Prior Year

2.6%

-6.2%

8.9%

20.1%

3.4%

4.6%

0.6%

-0.7%

Total Australia

Major supermarket

Other supermarket

Greengrocers & Specialty

Dollar Change

Total Vegetable Leafy Asian Veg

76.1%

9.6%

14.3%

Total Vegetables

Major Supermarkets Other Supermarkets Greengrocers & Specialty

52.4%

23.5%

24.1%

Leafy asian veg

*

*Major supermarket saw a greater decline (-12.2%) in average price per kg

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MAJOR SUPERMARKETS HAVE THE HIGHEST AVERAGE PRICE

PER KG, THE LOWEST VOLUME PER OCCASION & LOWEST

AVERAGE BUYING OCCASIONS Opportunity for major supermarkets to be more competitive with leafy Asian veg.

Source: Nielsen Homescan

Leafy Asian Veg | Key Performing Indicators by Retailers | 52 weeks to 15.06.2019 vs Prior Year

% of Buying

Households

Prior Year

% of Buying

Households

52 weeks to

15.06.2019

Average

Amount

Spent ($) per

Occasion

% Chg

Average

Amount

Spent ($) per

Occasion

Average

Buying

Occasions

per

Household

% Chg

Average

Buying

Occasions

per

Household

Weight (kg)

per Buying

Occasion

% Chg

Weight (kg)

per Buying

Occasion

Average

Price per

Kg

% Chg

Average

Price per

Kg

Major

Supermarkets 27.5 27.2 3.0 -7.0% 3.5 0.2% 0.4 5.9% 8.43 -12.2%

Other

Supermarkets 8.6 8.3 3.3 6.9% 4.6 4.7% 0.7 4.3% 4.93 2.5%

Non

Supermarkets 11.5 11.1 3.0 12.5% 3.9 8.8% 0.7 6.3% 4.54 5.8%

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ETHNIC HOUSEHOLDS OVERTRADING IN LEAFY ASIAN VEG

COMPARED TO TOTAL VEGETABLES Ethnic households saw a greater % change in average spend per household compared to non-ethnic

households.

Source: Nielsen Homescan | Ethnicity defined by English Speaking or Non-English speaking households.

Leafy Asian Veg by Ethnicity | Dollar | T. AUS | 52 weeks to 15.06.2019

81.5%

60.5%

18.5%

39.5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Veg Leafy Asain veg

Dollar Distribution

Non-ethnic Ethnic

Index:233

1.2%

2.4%

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%

Non-ethnic

Ethnic

% Change in Average Spend Per Household

Non-ethnic Ethnic

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Leafy Asian Veg by State | Dollar | T. AUS | 52 weeks to 15.06.2019

NSW CONTRIBUTED TO MORE THAN ONE-THIRD OF THE

DOLLAR SALES FOR LEAFY ASIAN VEG NSW saw the highest (16.2%) dollar growth of all states.

Source: Nielsen Homescan

33.1% 36.9%

24.8% 31.1%

20.7% 14.7%

8.0% 6.6%

11.1% 9.3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Vegetables Leafy Asian Veg

Dollar Distribution

Western Australia

South Australia (incl.Northern Territory

Queensland

Victoria

New South Wales16.2%

-3.6%

-0.4%

-11.2%

-2.4%

-15.0% -10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0%

% Dollar Change by State vs Year Ago

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Australian Migration Trends – Census Data | 2017 - 2018

MIGRATION TRENDS INFLUENCING LEAFY ASIAN VEG SALES Consistent trend with prior year, the state with higher net migrants had the highest contribution to

Leafy Asian Veg dollar sales.

Source: ABS https://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/3412.0Main%20Features42017-18?opendocument&tabname=Summary&prodno=3412.0&issue=2017-

18&num=&view=

https://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/3412.0Main%20Features22017-18

29% of

Australians

were born

overseas

4.0

2.6 2.4 2.3

1.1 1.0 0.8 0.7 0.7 0.5

0.00.51.01.52.02.53.03.54.04.5

Top 10 Countries of Birth

% of Australian Population

37.9%

35.9%

12.1%

5.7% 5.4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Net. Migration

WA

South Australia incNorthern Territory

Queensland

Victoria

New South Wales

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ONLY 17% OF HOUSEHOLDS WERE WILLING TO PAY MORE

THAN NORMAL FOR LEAFY ASIAN VEG

Source: Attitudinal reports prepared by Nielsen for Hort Innovation, survey sample minimum n=300, fieldwork from 28/03/2019 to 02/04/2019 for the Australian market.

Copyright © 2019 Horticulture Innovation Australia.

Willingness to pay a little more than what I would normally pay | T. AUS | 28/03/2019 to 02/04/2019

Suggests Leafy Asian veg buyers are price sensitive, hence the decline in major supermarket dollar

share of trade.

17%

32%

28% 28%

14%

29%

Leafy Asian veg Broccoli (All) Cabbage Cauliflower Kale Zucchini

Willingness To Pay

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Preferred Cuisine for Leafy Asian veg (multi-

answer)? | T. AUS | 28/02/2019 to 05/03/2019

60% OF HOUSEHOLDS WHO PURCHASED LEAFY ASIAN VEG TO

USE AS PART OF A RECIPE- SUGGESTS THE GROWING

POPULARITY OF ASIAN CUISINE IN NON-ETHNIC HOUSEHOLDS

Source: Attitudinal reports prepared by Nielsen for Hort Innovation, survey sample minimum n=300, fieldwork from 28/02/2019 to 05/03/2019 for the Australian market.

Copyright © 2019 Horticulture Innovation Australia. | Ethnicity defined by English Speaking or Non-English speaking households.

68%

35%

33%

20%

19%

12%

10%

8%

6%

4%

3%

5%

0% 20% 40% 60% 80%

Chinese

Australian

Thai

Vietnamese

Singaporean/Malaysian

Indonesian

Japanese

Indian

English

Italian

Filipino

None/No specific type of cuisine

Triggers For Purchase Leafy Asian veg (multi-answer)

| T. AUS | 28/02/2019 to 05/03/2019

This artwork was created using Nielsen data.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.