Household purchasing data for the year ending September 2025 shows steady demand across the core vegetable staples, while shifts in frequency and household reach reflect the impact of this year’s colder conditions. As temperatures stayed lower than last year, consumers showed greater inclination to purchase cooked vegetables, while lighter salad vegetables eased. Core vegetables, however, continue to anchor household shopping baskets. Changes weren’t dramatic, but even small increments of 1–2% can influence wholesale demand and prices.
Freshlogic’s key insights include:
- Carrots remain the top vegetable, reaching 91% of households, purchased just over 21 times per year, solidifying their role as a staple.
- Potatoes have 85% household reach with nearly 25 trips annually; average purchase rose to 1.87 kg, suggesting more bulk buying in colder weather.
- Onions continue strong, bought by 75% of households on almost 29 trips per year, reflecting their winter versatility.
- Head Lettuce & Convenience Bagged Salad maintain solid reach at 65% and 55%; trips eased slightly, but convenience formats remain key.
- Broccoli & Mushrooms show steady engagement, with 72% and 71% household penetration respectively; mushroom trips lifted slightly for warm meal use.
- Large & Snacking Tomatoes saw fewer trips due to cooler conditions but remain widely used (67% and 63% penetration).
- Winter-friendly vegetables like Sweet Potato and Ginger increased trips to 11 and 10 per year, highlighting cold-weather demand and immune support.
- Specialised categories such as Brussels Sprouts, Kale, Peas, and Eggplants maintain smaller but steady household reach.
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- Tracking volumes, values, and retail performance across the full supply chain
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