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Supermarkets dominate fruit and vegetable trade—even for fresh market shoppers

Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 n=12,828 Grocery Buyers 14+ including 1,261 who bought fresh fruit/vegetables at a market or stall in the last seven days.

Over 1.5 million Australian grocery buyers (14+) purchase fruit and vegetables from a market or stall during an average week—but even the majority of these locally and organically minded, anti-GM, farmer-friendly shoppers take their totes to a supermarket’s produce section too, new retail data from Roy Morgan Research shows.

11% of grocery buyers bought fresh fruit and vegetables at a market or stall in an average seven days in the 12 months to March 2015, unchanged over the past few years. But for most of them, the brightly lit convenience of the supermarket remains a lure: 54% also bought fruit and vegetables at a supermarket, including 29% at Coles and 25% at Woolworths.

Overall, 12.3 million Australians (87% of grocery buyers) buy fresh fruit and veg during the week. 10.2 million buy produce at a supermarket (72%), up from 8.8 million (68%) in 2011.

A reverse of the inclination toward Coles among market shoppers, Woolworths has a slight lead among the general grocery-buying population. 5.2 million (36%) buy fruit or veg at Woolworths in an average week, while 4.7 million (33%) do so at Coles.  

% of Grocery Buyers who purchase fruit/veg via store in average week

Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 n=12,828 Grocery Buyers 14+

 % of Market/Stall shoppers who also purchase fruit/veg via store

Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 n= 1,261 Grocery Buyers 14+ who bought fresh fruit/vegetables at a market or stall in the last seven days.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

It’s a clear indication of supermarkets’ ever-increasing dominance of the category that even people shopping at produce markets during the week can’t help but find themselves also buying some fruit and veg on their next supermarket trip.   

“Those buying their weekly fruit and veg at a market stall tend to be socially aware, higher-earning younger couples in their late-20s and early-30s, often without kids. They enjoy cooking, eating healthily and trying new things. They are cautious about genetic modification and almost 50% more likely than the average to try to buy organic food when possible.

“To be truly competitive and generate satisfaction and long-term loyalty, supermarkets need to know not just what shoppers look like, do and buy once inside but where else they go, and why. Only by combining external, all-inclusive and multi-channel research with internally collected data can retailers get a more comprehensive picture of their fruit and veg consumers in order to build strategies to attract and target them.”

For comments or more information about Roy Morgan Research’s grocery and FMCG data, please contact:

Vaishali Nagaratnam
Telephone: +61 (3) 9224 5309

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%