Vegetables tracked Broccoli Chillies Corn Green Peas Kale Leeks Lettuce

The key drivers of purchase for kale are health related as kale has specific
health and nutritional benefits. This wave sees a substantial decline in ease of
preparation/cooking as a trigger to purchase. In contrast, wanting to avoid
waste is the key barrier to purchase.
126
Triggers
Barriers
Specific health and nutritional
benefits
61%
61%
6%
6%
Lack of variety available
As they are healthy
62%
60%
5%
8%
Not versatile for my cooking style
To add variety to my vegetable
selection
45%
39%
9%
10%
Other
To use as an ingredient in dishes
29%
34%
6%
11%
I don't know how to fit any more
vegetables into my daily diet
Easy to prepare/cook with
30%
46%
12%
13%
I grow my own
They taste great
36%
29%
12%
17%
Short shelf life
Cooks quickly
26%
24%
25%
20%
I want a variety of vegetables in my
diet
It's versatile
19%
21%
21%
20%
Expensive
I like the texture
22%
21%
29%
22%
I consume enough to balance my diet
To complement other food
29%
20%
26%
23%
I don't want to waste any
Wave 26: Jul-15
Wave 30: Nov-15
Wave 26: Jul-15
Wave 30: Nov-15
Q7. Which of the following reasons best describes why you purchase kale?
Q8. Which reason best describes why you don’t buy kale more often?
Sample Wave 26 N=200, Wave 30, N=205