Segmentation - Australian Vegetables

Research objective:
To track key purchase and consumption metrics and build understanding of key attitudes to underpin market development activities for the category.

Methodology used:
6-monthly tracking of main grocery buyers to develop a comprehensive and actionable segmentation of consumer attitudes.  Segmentation was used to establish key mind-sets to engage with, their relative incidence and to prioritise them for communication strategy development.

An example of key insights:
Greatest growth opportunities lie in overcoming the knowledge and engagement barriers constraining lower consuming segments; ‘Convenience Seekers’ and ‘Pragmatists’ via a range of practical engagement and education tools.