Taking data from the year ending January 28, 2017, the Nielsen Homescan study also revealed that these and other greens, including bok choy, choy sum, gai ghoy and Chinese broccoli can be found in almost 35% of Australian homes.
“Asian vegetables are purchased around five times per year on average, with shoppers spending A$2.92 [US$2.17] each time,” said Sarah McKee, Nielsen’s associate director of client services.
Category growth has been boosted by an increase in all of the key consumer metrics over the past 12 months.
Households in New South Wales and Victoria are the biggest consumers of Asian vegetables, accounting for 64% of total dollar sales for the category. The greens are particularly popular among smaller households of 1-2 people, with this group representing just under half of sales.
The data also suggests that Asian vegetables have become a gateway for Australian supermarkets to increase sales through fruit and vegetable departments.
“There is room for supermarkets to drive volume growth further by stocking a greater supply of Asian vegetables and attracting new consumers who wouldn’t typically shop outside of a grocery,” McKee added.
“Promoting the benefits of Asian vegetables in terms of ease of preparation, cooking and versatility would help to remove trial barriers for new consumers.”