Vegetables tracked Broccoli Chillies Corn Green Peas Kale Leeks Lettuce

Purchasing lettuce is triggered by health, complementing
other food, and ease of preparation. Not wanting to waste any
and a short shelf life are key barriers to purchase, consistent
with the previous wave.
66
Triggers
Barriers
As they are healthy
To complement other food
Easy to prepare/cook with
They taste great
The whole family likes them
It's versatile
I like the texture
To add colour to a meal
Tradition/habit
To add variety to my vegetable
selection
51%
50%
53%
46%
55%
51%
46%
42%
46%
41%
39%
41%
23%
30%
40%
32%
33%
34%
31%
32%
27%
25%
31%
25%
26%
30%
32%
29%
28%
43%
Added in
Wave 26
38%
43%
6%
5%
6%
5%
6%
6%
9%
8%
10%
10%
10%
13%
15%
10%
12%
18%
11%
29%
27%
27%
29%
28%
Added in Wave 26
1%
3%
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
I want a variety of vegetables in my diet
Expensive
I consume enough to balance my diet
Short shelf life
I don't want to waste any
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Wave 22: Mar-15 Wave 26: Jul-15 Wave 30: Nov-15
Q7. Which of the following reasons best describes why you purchase ?
Q8. Which reason best describes why you don’t buy more often?
Sample Wave 22 N=314, Wave 26 N=312, Wave 30 N=304