Vegetables tracked Broccoli Chillies Corn Green Peas Kale Leeks Lettuce

Taste, health and ease of preparation are the key drivers of purchase. In
contrast, the key barriers to purchase are already consuming enough, not
wanting to waste any and wanting a variety of vegetables in their diet.
Triggers
Barriers
106
They taste great
As they are healthy
Easy to prepare/cook with
To add variety to my vegetable
selection
Cooks quickly
To add colour to a meal
The whole family likes them
To complement other food
To use as an ingredient in dishes
I like the texture
61%
65%
65%
55%
51%
60%
55%
66%
56%
51%
50%
50%
51%
50%
49%
39%
37%
45%
35%
40%
45%
43%
35%
42%
44%
44%
40% Added since
Wave 10
33%
34%
Added since
Wave 10
31%
24%
24%
25%
25%
25%
29%
22%
21%
22%
7%
7%
9%
9%
8%
6%
8%
9%
8%
11%
9%
12%
11%
4%
5%
4%
Lack of variety available
I don't know how to fit any more
vegetables into my daily diet
Inconsistent or poor quality
I grow my own
Other
Short shelf life
Expensive
I want a variety of vegetables in my
diet
I don't want to waste any
I consume enough to balance my
diet
Wave 10: Mar-14 Wave 26: Jul-15 Wave 30: Nov-15
Wave 10: Mar-14 Wave 26: Jul-15 Wave 30: Nov-15
Q7. Which of the following reasons best describes why you purchase green peas?
Q8. Which reason best describes why you don’t buy green peas more often?
Sample Wave 10 N=311, Wave 26 N=309, Wave 30 N=306