We are delighted to announce the outstanding results achieved through the rollout of nutritional per serve pricing across Ritchies IGA stores! This new evidence shows how a simple shift in the display of pricing helps Australians reappraise, buy, and ultimately eat, more vegetables.
Together Monash University and Deakin University, have evaluated the impact of nutritional serve pricing – a new retail format showing both the cost per kilogram and per 75g serve, in line with the Australian Dietary Guidelines.
Following a 12 month full-chain rollout across Ritchies IGA Supermarkets, the study found significant increases in vegetable purchases among existing customers:
+46.3g per day among semi-regular shoppers (+25.7%)
+60.6g per day among ever-shoppers (+28.4%)
“Nutritional serve pricing provides shoppers with a clearer sense of value. Affordability perceptions are one of the biggest barriers to vegetable consumption. This approach helps bridge that gap by showing that vegetables can be an accessible and everyday choice.” said Associate Professor Fiona Newton, Monash Business School.
Fiona is a highly valued partner of Plus One Serve, with membership on our National Research Network (NRN). Together with Professor Joshua Newton, Deakin University, and Fred Harrison, CEO of Ritchies IGA, their contribution to the domestic evidence base for retail interventions is to be highly commended.
This research is cited as the top priority for addressing value perception within our recently published Retail Setting Action Plan.
These findings provide valuable, real-world evidence for national action to increase vegetable consumption – supporting initiatives like Plus One Serve by 2030, which aims to help every Australian eat one more serve of vegetables each day.
“The success of the nutritional-per-serve pricing initiative with Monash University, Deakin University and Ritchies IGA demonstrates the power of using research to get Aussies to see the great value of adding more vegetables to their shopping baskets. AUSVEG is proud to officially endorse and share the findings of this important white paper with our Board, vegetable growers, industry and retail partners as part of our ongoing commitment to increasing national vegetable consumption through the Plus One Serve Program.”
Michael Coote – AUSVEG CEO
“Nutritional-per-serve pricing gives consumers a clear and meaningful way to understand both value and recommended dietary intake through a practical, scalable tool that makes choosing vegetables easier every day. It’s an evidence-based approach that we encourage retailers to implement as an important part of achieving our Plus One Serve by 2030 goal – delivering healthier communities, supporting Aussie growers, and building a more secure food system.”
Justine Coates – Managing Director of Plus One Serve, AUSVEG
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