PIRSA undertook a scoping study to look at the potential of watercress to South Australia.  Little watercress is currently grown or consumed in Australia, but opportunity exists with the growth of salad products and variation of salad ingredients on the Australian market.  In addition, watercress claims to provide significant health benefits rich in vitamins, minerals and antioxidants, and trials in the UK are testing watercress for cancer cell suppression - potentially marketable benefits to Australian consumers.

The scoping study, funded by a grant from RIRDC, looked at production methods and marketing strategies used in the UK and USA, and reviewed research on the nutritional benefits of the plant.  Further, PIRSA commissioned Rural Solutions SA to undertake consumer studies in Adelaide and Melbourne to better understand the consumer-buying model around watercress, and gauge consumer interest and demand in watercress.  The research also sought to develop strategies for a streamlined supply chain, given the further implication of the short shelf life of watercress.

Broadly, the consumer research used a focus group process across two states, to understand and test current shopping behaviour and trends in relation to the purchase of fresh and pre-packaged salads/vegetables; to gauge experience, perceptions and attitudes towards pre-packaged salads/vegetables; understand appeal and buyer behaviour; identify market opportunities; and gauge the propensity of consumers to purchase and use watercress.

Summary of key findings

The following provides a 'snap-shot' of key findings of the consumer research:

• Presentation and appearance are important in the choice of fresh vegetables and warrant investment.
• The consumer generally expects to consume prepacked salads within 24 hours of purchase.
• Product life of fresh vegetables is important and will deter people if it does not meet expectations.  A further area for investigation is to understand the UK experience to prolong the freshness of watercress and seek to adapt this to Australian conditions.
• A combination of leaves is an appealing concept and should be further developed for launch into the Australian market (watercress: spinach: rocket).  The ratio of leaves will be critical to success.
• Both Melbourne and Adelaide participants found the combination of leaves most desirable of the product tested, in comparison with a straight watercress product.  Recommended that the SA market (where watercress was slightly more favourably received) be used as a test market for a combination leaf salad.
• Taste is key driver for watercress and also the key barrier.
• Slightly diluting the strength of the watercress taste (from the trialed) is likely to increase the appeal.
• Trial is the necessary precursor to purchase of watercress and needs to be an important part of the marketing plan.
• The health benefit of watercress is not leading 'news'.  Because it is a vegetable there is the expectation that it's healthy and this is sufficient nutritional motivation for most consumers.
• Restaurants represent an opportunity to increase awareness, gain trial and build credibility of watercress.

Project Leaders:  Karen Shepherd and Mark Drew