Kathleen Kennedy
Kathleen is a Global Food & Drink Analyst at Mintel who brings over 25 years of experience in the food industry. She has held leadership roles in grocery, mass merchandising, manufacturing and foodservice.

Consumers all over the world are seeking more plant-based ingredients in products, as discussed in Mintel’s 2017 Food & Drink Trend ‘Power to the Plants’.

As a result of consumer demand, Australian retailer Coles launched significantly more vegetable items in 2017 than in 2015. Coles’ new portfolio of vegetables comes in an array of shapes, sizes, colours and combinations that work for various usage occasions.

Coles’ fresh vegetable blends include Supreme Vegetable Mix, Asparagus & Green Bean Sauté, Carrot & Pumpkin Noodles, Australian Broccoli Cauliflower Rice, and Stir Fry Vegetables. The products and packaging are visually interesting, and feature on-pack cooking suggestions which are especially helpful to consumers who are struggling to incorporate more vegetables into their diets.

Help consumers help themselves

Brands can offer solutions to help consumers establish good habits. As many as three in four urban Australians rank ‘eating a balanced diet’ as the most important factor for a healthy lifestyle, according to Mintel research. Further, 54% of Australians said that they planned to eat more fruits and vegetables in 2017.

Consumers are seeking tools to help them stay on track of their personal goals, reflecting what’s discussed in Mintel Trend ‘Help Me Help Myself’. With on-pack recipes, meal suggestions, as well as hints and tips, brands and retailers can nudge consumers to include more vegetables in their diets while consuming fewer calories on their road to self betterment.

Coles Australian Superfood Vegetable Mix
This product’s front of pack features the ‘Use me five ways’ instructions. It also calls out the product as a good source of vitamin C and fibre on-pack.

Coles Australian Roasting Cauliflower Mix

Cooking tips printed on pack include ‘toss vegetables with your favourite pasta and finish with olive oil and Parmesan’.

Coles Asian Veggie Pot
This veggies in this product are washed and ready to eat with a Japanese-style dressing.

What we think

Given consumer interest in eating better for optimal health, there is an opportunity for brands and retailers to help them with their goal of getting more vegetables in their diets. Launching a broad assortment of vegetables with on-pack menu suggestions, recipes, hints and tips will cater to consumers on their road to better eating. There is also opportunity to launch other product lines, apps, and reward programmes that can keep consumers motivated and help them achieve their health and wellness goals.