The Consumer Behavioural Data program is a multi-industry investment tasked with providing regular consumer behaviour data and insight reporting to a range of industries, through the Harvest to Home platform (www.harvesttohome.net.au).
The information is intended to assist growers and supply chain partners in decision-making for their businesses and, for the wider industry, the data and insights is made available to support strategic activities. Data is available from as far back as September 2019.
The most recent results from the homescan data show that melons are performing better than the previous reported year. Recent activity shows that melon sales grew by 11.6% in $ value, and an impressive 17% in volume of kg of melons purchased. Households purchasing melons also increased slightly from 59% in the previous year to 60% and the average dollars spent rose from $32.43 to $35.33. These numbers are great to see given that according to the Australian Bureau of Statistics shoppers are buying less of just about everything, with consumption of fruit and vegetables falling from 15.1m tonnes to 14.8m tonnes during the 2022-23 period.
The slight increase in the percentage of households purchasing melons (from 59% to 60%) indicates a growing interest in melons across different demographic segments. This trend suggests that melons are becoming a staple in more households and we only expect this to strengthen as the Quality Improvement project progresses.
The steady growth in sales demonstrates that consumers continue to prioritise purchasing melons.
Major supermarkets maintaining a 68.5% dollar share of trade indicates their dominant position in the market. On the other hand, non-supermarkets, comprising 18.0% of the dollar share of trade, have shown a remarkable 12.6% increase in dollar sales. This growth highlights the importance of diversity in retail channels, such as farmers' markets, specialty stores, and online platforms, in catering to niche markets and offering unique melon varieties.
For more information go to:
https://www.harvesttohome.net.au/fruitmushroomnuts/contact-us
