Australia
February 17, 2014

Australian restaurant diners are demanding higher quality vegetables with their main meals – and more of them – according to a new market research report released today by AUSVEG.
The survey of over 1,000 people, completed as part of an ongoing vegetable industry consumer research project, also found that vegetable side dishes will soon be a thing of the past – if consumers get what they want.

According to the report, consumers hate to be charged for vegetables as an extra and want them to be included as part of the main meal. Fifty-four per cent of consumers surveyed said that they would change their meal choice or be unhappy if they were charged separately for vegetables as sides.

“The days of the vegetable side dish are drawing to an end – Australians now want bigger vegetable servings included across all courses, and a larger variety of vegetables on offer,” said AUSVEG spokesperson, Kurt Hermann.

“People simply shouldn’t have to dip into their pockets for an extra accompaniment of vegetables,” said Mr Hermann.

AUSVEG is the leading horticultural body representing Australia’s 9,000 vegetable and potato growers.

Despite Australia’s affinity for a hearty steak, today’s consumers also consider the quality of vegetables dished up in restaurants to be just as important as the quality of their meat. Interestingly, only four per cent of respondents identified themselves as vegetarians.

“Restaurateurs need to wake up and answer diners’ calls for fresh, locally-grown vegetable produce in their restaurant meals,” said Mr Hermann.

The survey also found that the majority of consumers want vegetables to be more prominent in restaurant meals.

The research project has been funded through HAL using the National Vegetable Levy and matched funds from the Australian Government.
 

Website: http://www.ausveg.com.au

Published: February 17, 2014