Household purchasing data for the year ending June 2025 highlights consistent vegetable penetration across staples, while frequency and purchase volumes reveal clear differences in consumer buying behaviour. Core vegetables continue to anchor household shopping, with others showing more specialised reach.
Freshlogic’s key insights include:
- Carrots remain the most widely purchased vegetable, reaching 91% of households, with shoppers buying them more than 22 times per year.
- Potatoes follow closely, with penetration of 86%, purchased nearly 25 times annually, and standing out for their larger volumes of 1.86 kg per trip.
- Onions are another kitchen staple, bought by 74% of households with an average of 28 trips per year.
- Head Lettuce records the highest frequency of purchase, with buyers returning almost 35 times annually and purchasing around 600g per trip.
- Peppers and Large Tomatoes also demonstrate strong household reach, with penetration of 65% and 67% respectively, and close to 30 trips annually.
- Broccoli maintains a solid position, bought by 70% of households around 23 times per year.
- More specialised vegetables such as Brussels Sprouts, Kale, and Eggplants have smaller household reach, but show consistent demand among their core buyers.
Want to track your fruit or vegetable performance?
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How? Dig deeper with Category Analysis.
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- Tracking volumes, values, and retail performance across the full supply chain
- Measuring consumer purchasing behaviour and category engagement
- Identifying seasonal windows, product form trends, and promotional influence
- Benchmarking your product’s position against competitors and category trends
Contact us or book a live 30 minute demonstration to learn how Category Analysis can support your planning and uncover new opportunities in your category.
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