New insights into greengrocer shopper behaviour, gathered through our Mealpulse™ food panel, reveal that quality is the top reason consumers choose to shop at their local greengrocer. In the year to June 2025, 52% of respondents cited better quality as their main driver, a figure that has steadily increased over the past three years, along with a growing preference for a better product range.
There are also signs that shoppers are placing more value on lower regular prices, rather than just chasing specials, pointing to a shift toward everyday value.
While price remains important, the rising focus on quality and range highlights a more balanced value proposition. To retain shopper loyalty, maintaining consistency in product standards will be essential.
Want to understand what drives greengrocer shopper behaviour?
Our Food Consumer Insights service reveals how Australian households shop for fresh fruit and vegetables, including what’s influencing their preference for quality, value, and retailer choice.
Powered by the Mealpulse™ food panel and DocketData, this online dashboard provides:
• Insights into shopping trips, spend patterns, and retailer loyalty
• Tracking of fresh produce volumes, purchase quantities, and basket composition
• Analysis of consumer attitudes, values, and how they influence behaviour
• Online shopping behaviour, including market share and retailer satisfaction
• Decision-ready data to help you align with evolving shopper expectations
Contact us to request a sample or book a demonstration of our services to learn how Food Consumer Insights can support your category planning.
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