Reports on consumer apple-purchasing behaviour, by volume, and by value, are now available via an online levy-funded dashboard Harvest to Home.
Harvest to Home is an analytics tool, developed by global measurement and data analytics company Nielsen Australia, and Hort Innovation, providing insights on market performance and shopper behaviour for a range of industries.
Reports are housed on an online dashboard and are freely accessible to all.
Reports for apples will be updated generally bi-monthly. Pear reports will be available in 2019, and will be updated quarterly, with the release of new reports publicised via APAL’s Industry Juicenewsletter.
Reports for the 52 weeks to 6 Oct 2018 reveal apple dollar sales were flat compared to the previous year, rising just 0.9 per cent. Victoria grew dollar sales the fastest of all the states with an increase of 6.7 per cent. Meanwhile South Australia (including Northern Territory) grew volume sales the most at 4.9 per cent.
There are also reports on what households buy across half a dozen participating fruit sectors, such as bananas, berries, stonefruit and avocados, detailing how often consumers purchase, how much they spend and how many kilograms of each fruit they buy per household per year.
In the 52 weeks to 6 October 2018 the average purchase of apples per household was 14.7kg per year, compared to 15.1kg for the previous year and second only to bananas, where consumers are purchasing 17.3kg per year, down from 18.3kg the prior year. Spending on apples was steady at around $49/household in both years.
Reports are based on Nielsen Homescan data, collected manually from 10,000 households who record all take-home packed and fresh grocery from all retail outlets. The sample is designed to be demographically and geographically representative of the Australian household population and from this a national projection is made.
This project has been funded by Hort Innovation, using the apple and pear research and development (R&D) levies, along with R&D levies from other industries and contributions from the Australian Government.
Harvest to Home is a simple to use online dashboard housing Nielsen category reports. Available to all, these reports show data on key metrics including but not limited to sales and volume growth, household buying behaviour and relevant commentary
It is a multi-industry project, funded through R&D levy investment for each participating industry. The project outputs are available to build capacity within industry and to better understand household purchase trends. The data and insights generated are used to inform strategic marketing decisions and monitor marketing activities.
This data is available to everyone, and growers can utilise this to understand industry insights and opportunities which can be amplified through their own businesses and commercial conversations. No password access is required, making it more accessible to a greater number of growers. The data and insights generated through the project are also an important data source for Strategic Investment Plan monitoring and evaluation.
How to use:
To access these reports, visit www.harvesttohome.net.au. Click the ‘Fruit, mushrooms and nuts’ link and you will be able to access data for apples, as well as other industries.
By clicking the ‘printer’ icon next to the category name, you can easily download a PDF of the latest reports. You can also use the tabs at the top of the home page to navigate to even more consumer data, ensuring that the specific industry is selected at the top right on each page.
The project tracks reported household consumption behaviour – who, what and where. This includes household penetration (how many Australian households are buying your product), average weight of purchase, number of shopping trips, who is buying and more. It also tracks share by retailer; a simplified version of this is shown on the portal, a detailed breakdown is available upon request by levy payers at https://www.harvesttohome.net.au/fruitmushroomnuts/contact-us
More about Nielsen Homescan:
The latest Nielsen Homescan data and customised attitudinal data for participating industries is housed on Harvest to Home. This data offers insights into consumer buying behaviour and thinking from a panel of 10,000 Australian consumers who statistically represent the Australian population.
This data is used to track each industry in terms of sales ($) and volume (kg) change over time to enable us to understand opportunities and changes in the market, as well as behaviour, usage and attitudes. Each industry is tracked against a ‘competitive set’ to see how the category is performing against other similar categories.
Nielsen Homescan covers consumption in the home only. It does not include purchases for consumer use elsewhere, or even food consumed in the car on the way home; nor does it include purchases for food-service (cafes, restaurants etc) even if purchased at a supermarket.
Finding new growth in a mature market (Nielsen Nov 2018)
Use of information in the dashboard and reports
This dashboard and accompanying reports are outputs of MT17015 Consumer Behavioural and Retail Data for Fresh Produce and intended for use by Hort Innovation, the Australian apple, pear, banana, mushroom, avocado, mango, table grape, cherry, citrus, summerfruit, macadamia, lychee, pistachio, pineapple, papaya, almond, raspberry, blackberry and strawberry industries, and other stakeholders in the context of understanding and diagnosing market performance and shopper behaviour. Any reproduction of the content of the online dashboard or reports and any part thereof requires prior written permission from Hort Innovation and/or Nielsen. Users/recipients of the dashboard and reports are asked to ensure that report data is not presented in a false or misleading manner; that the Nielsen name is not used to imply that Nielsen is the source of any claims by Hort Innovation or the recipient; that Nielsen copyright is noted over Nielsen proprietary information; and that the reports (or the data contained therein) are not used in a manner that is detrimental or which is comparable with the retail purchase measurement services provided by Nielsen, or in exchange for compensation of any kind.