Vegetables tracked Broccoli Chillies Corn Green Peas Kale Leeks Lettuce

Kale Grower Action Plan.
11
Wave 30 Fast Facts – Kale
7 There are high levels of interest in kale, with
consumers likely to recommend it to family and
friends. There is strong future purchase intent, with
one third of consumers indicating they intend to
increase the amount they currently purchase.
39%
of consumers use steaming
as a method for cooking kale.
7 On average, kale is purchased 4 times per month,
and consumers 9 occasions per month.
7 On average, consumers purchase 600g of kale.
Value for money is perceived to be fair.
7 Analysis of pricing nationally revealed an average
price of $3.26 per bunch, which is slightly lower
than in July 2015.
7 Awareness of kale varieties has substantially
improved, however 61% of consumers are still
unable to recall a type.
7 Health and nutrition are the primary triggers to
purchase. Not wanting to waste any and
consuming enough for their needs are the main
barriers to purchase.
7 Consumers expect kale to remain fresh for nearly
a week, and this longevity is likely to be met most
of the time.
1. 2.
Insight:
Kale has lower than average
consumer satisfaction and
declining value for money, but
strong future purchase intent.
Short Term
Recommendation:
Communicate the versatility of
kale by promoting various meal
occasions such as smoothies for
breakfast, salads for lunch and
chips for a snack. This should
increase value for money and
satisfaction perceptions.
Insight:
Short shelf life has increased as
a barrier to purchase this wave,
while wastage remains the key
barrier for kale purchase.
Long Term
Recommendation:
As a newer vegetable in
consumers’ repertoire, there is a
need for education on the
optimal storage of kale. Coming
into the warmer months,
highlight freezing of kale as a
storage option, which will also
minimise wastage.