Vegetables tracked Broccoli Chillies Corn Green Peas Kale Leeks Lettuce

Sweet Corn Grower Action Plan.
9
Wave 30 Fast Facts – Sweet Corn
7 Sweet corn holds high levels of satisfaction for
consumers, and they are likely to recommend
sweet corn to family and friends.
54%
of consumers purchase sweet corn in prepackaged
small trays.
7 Purchase frequency of sweet corn is around 4
times per month and on average sweet corn is
consumed on 6 occasions per month.
7 On average, consumers purchase 0.9kg of sweet
corn, with recalled last spend $4.20. Perceived
value for money is good (6.7/10), consistent with
the previous wave.
7 Analysis of pricing nationally revealed an average
price of $1.42 per cob, which was slightly higher
than in July 2015.
7 Awareness of sweet corn remains very low, with
two thirds of consumers unable to recall a type.
7 Taste is the primary trigger to purchase. Ease of
preparation is becoming a stronger influence on
purchase across waves. Already consuming
enough and wanting a variety of vegetables are
the main barriers to purchase.
7 Consumers expect sweet corn to remain fresh for
approximately 8 days, and this longevity is likely to
be met most of the time.
1. 2.
Insight:
Weight and diet management has
doubled as a barrier to purchasing
sweet corn over the last three
waves.
Short Term
Recommendation:
To negate negative perceptions of
sweet corn, include nutritional
panels or health star ratings and
nutritional claims on pack (such as
sweet corn cobs having less
calories than an apple).
Insight:
Grilling corn is continuing to
grow in popularity.
Long Term
Recommendation:
To increase awareness of grilling
as a cooking style, provide
cooking instructions on all packs
(with husk and without). As we
enter warmer months, consider
adding corn to meat grill packs
for family BBQs.