Supermarket catalogue adverts for Australian fruits and vegetables have seen some notable changes in 2024, with overall advertisements down by 6% compared to last year.
Fruit Adverts
Year-to-date (YTD) October 2023, fruit adverts stood at 6,518, while in 2024, this number slightly dropped to 6,144—a 6% decrease. However, the overall trend in fruit advertising remains stable, largely following last year’s patterns with minimal fluctuations.
Vegetable Adverts
In contrast, vegetable advertising has been more volatile. YTD October 2023, vegetable ads were 10,711, compared to 9,987 in 2024, reflecting a 7% drop. This volatility is driven by supply fluctuations, which impact price. When supply is tight and prices rise, the frequency of vegetable ads decreases.
The fruit category is seeing steady, predictable advertising trends, while vegetable advertising is highly responsive to market dynamics. Variations in vegetable supply significantly affect prices and, in turn, the frequency of promotions.
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