Circana customer panel data tracks shoppers with fly buys and also ‘tags’ shoppers based on credit/debit cards used to make purchases at Coles. By tracking ongoing purchases, we can understand behaviour, such as the frequency of purchasing berries and how much they buy (on average) when they shop for berries. 

For the financial year to date, there has been a 30% increase in blueberry volumes due to more favourable growing conditions, and this has brought more customers into the category and also resulted in an increase in the frequency of purchasing standard blueberries. Overall, the amount of blueberries purchased per shop has increased due to the shift to larger pack sizes in the eastern states of 170g and 300g packs in some states. Larger packsizes have helped to move extra volume; as we know consumer habits can be set and difficult to shift; some shoppers will buy one punnet of berries per shop and getting them to pick up an extra punnet requires disrupting their routines, whereas increasing the packsize doesn’t require any change to their habits, they will be consuming more due to the punnet change. The average unit price has increased due to the shift to larger packs, but overall, the $ per Kg has gone down year on year by -16%.