Supermarket catalogue ads for Australian fruit and vegetables continued to decline through 2024, with overall advertisements down by 10% compared to the previous year.
Fruit Adverts
Year-to-date (YTD) December 2023, fruit adverts stood at 7,947, falling to 7,232 in 2024—a 9% decrease. While this is a notable drop, fruit advertising patterns have remained relatively consistent throughout the year, showing stable and predictable trends despite the reduction.
Vegetable Adverts
Vegetable advertising experienced a sharper decline. In 2023, YTD December vegetable adverts totalled 13,017, which decreased to 11,669 in 2024—a 10% drop. This decline continues to reflect the volatility of the vegetable market, where supply disruptions and price shifts influence promotional activity. We see supermarkets adjusting their promotional tactics to remain competitive, changing the frequency of adverts to encourage sales.
Overall, fruit promotions have remained steady, while vegetable promotions continue to respond to market conditions. These trends highlight the importance of understanding how supply and price movements influence retail advertising activity.
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