Whether it is steamed, roasted, curried or cheesy-baked - Australians are big fans of the humble, yet versatile, cauliflower. In 2016, dollar sales for cauliflower increased by 12% on the previous year - and while this was partly driven by higher prices - consumption also continued to grow at a steady pace, with volume sales up by 2% on 2015.
Cauliflower can be found in the fridge of six in 10 Australian homes; it is purchased five times per year on average, with shoppers spending around $3 each time. Western Australians are particularly fond of cauliflower, with more than seven in 10 households purchasing it every year - higher than any other state.
When cauliflower is in the basket, shoppers are most likely to pair it with its cruciferous cousin, broccoli; but not necessarily the other way around. Broccoli is purchased by almost eight in 10 households and bought 10 times a year - twice the frequency of cauliflower. Leveraging broccoli’s popularity with recipe ideas that also include cauliflower could potentially drive further growth.
Promoting cauliflower’s low fat, low cal and low carb properties and its ‘superfood’ fame is another avenue to attract new buyers into the market and encourage existing buyers to purchase more per shopping occasion. Think recipes that use cauliflower as the star ingredient in healthier meal alternatives including cauliflower rice, cauliflower pizza, cauliflower mash, even cauliflower brownies.
Measuring what consumers buy is at the core of Nielsen’s 90 year history. Our Homescan Shopper Panel was established in 1986 and is robust, trusted, credible, and one of the biggest shopper panels per capita in the world. It monitors shopper behaviour across a panel of 10,000 households which is projected to accurately represent the Australian population and retailing landscape.
When integrated with retail sales data, the powerful insights drawn from our Shopper Panel enables you to identify the ‘why’ as well as the ‘what’ behind your brand sales allowing you to fine-tune your marketing strategies.