Vegetables tracked Broccoli Chillies Corn Green Peas Kale Leeks Lettuce

Chilli Grower Action Plan.
7
Wave 30 Fast Facts – Chilli
7 Chillies hold strong importance to consumers and
are likely to be recommended to family and
friends. There is strong future purchase intent for
chillies.
$18.64
per kg
was the average price for chillies in
November, 2015
7 Chillies are purchased 4 times a month and
consumed on 10 occasions per month, which has
declined this wave. Purchase is from mainstream
and specialist retailers.
7 Consumers generally purchase 300g of chillies,
with recalled last spend consistent at $4.00.
Overall, chillies are perceived as fair value for
money.
7 Pricing analysis revealed the average national
price for long red chillies was $18.64 per kg,
slightly higher than prices in July 2015.
7 There is a high level of recall for chilli varieties.
Jalapeno and birds eye have the greatest
awareness amongst consumers.
7 Main triggers for purchasing chillies are to use as
an ingredient in dishes and taste. The key barriers
to purchase are consuming enough for their needs
and not wanting to waste any.
7 Chillies are expected to remain fresh for just over
10 days, and this freshness is met most of the
time.
1. 2.
Insight:
There has been a decline in
consumption of chillies in past
waves. However, consumers are
open to experimenting with
chillies when cooking a new
recipe.
Short Term
Recommendation:
Inspire consumers with new
recipe ideas that contain chilli at
point of purchase. Clearly call
out expected heat levels of
dishes to avoid alienating less
frequent users.
Insight:
A considerable number of
consumers grow their own
chillies. Additionally, purchase of
chilli plants is on the rise.
Long Term
Recommendation:
Further differentiate chilli
varieties by creating cuisinespecific
chillies, such as by
encouraging consumers to use
jalapenos for Mexican cooking
and birds eye chillies for Thai.
This will create the need for
multiple varieties rather than a
chilli plant for all cuisines.