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The freshest insights on Produce customers

The produce department of the supermarket plays an integral role in the weekly shop and as the fresh food people, Woolworths is committed to providing the best in-season produce at affordable prices for our customers.

As customers continue to seek healthier options for themselves and their families,
what drives produce grocery purchases?

Our Category Collection produce research sought to understand why and how customers are shopping in the category. These insights will help inform strategic retail media solutions, which help your brand reach, engage and convert category customers.

See what else we discovered about produce customers below.

We spoke to 2,200 Produce customers

Cartology conducted a national survey via the Woolworths Group Gather Panel, to go deeper with produce category customers across 6 key sub categories.

The study looked at purchase drivers, shopping behaviours, retail media interactions and expectations of brands.

2,200
customers
9 Minute
survey
Sub-categories
We researched;

Avocados, berries, mangoes, mushrooms, potatoes, pumpkins & carrots and tomatoes.

So, what did Produce customers tell us?

In store is king for produce

76% of produce purchases are made in store, especially Mangoes and Avocados.

A category of weekly purchases

Tomatoes, Avocados, Potatoes, Pumpkins and Carrots are purchased weekly.

Retail media guides customers

2 in 3 customers engaged with retail media whilst shopping for produce item

Sub-Category Spotlight - Bountiful Berries

73%

of customers regularly switch between types of berries.

68%

of customers see convenience as the key purchase driver.

7-in-10

customers notice or engage with retail media.

Let’s chat about your category customers

Get in touch with the Cartology team to book in your Category Collection deep dive.

Source: Woolworths Gather Panel, Cartology, Category Collection customer research series; Baby, Drinks, Health & Beauty, Pet Care, and Snacks 2023, Produce and Deli 2024.