So is it just Aussies who are Happy Little Vegemites?

I remember when I was living in Singapore and hunting everywhere to find a jar of Vegemite. The locals looked at me as if I were very strange to be spreading this black stuff on my toast.
To those born in Australia, Vegemite is probably the most Australian of Australian foods. It is also one of those foods that are either loved or hated. In my family, I am a fan and my sister cannot stand it (she’s into honey instead).
It has long been assumed that this black yeast extract is really only popular in Australia, or chased by those Aussies living overseas for it’s reminder of home.
Recent research has confirmed this, but with a twist – New Zealanders like our favourite spread as well.
Of course, yeast extract spreads in Australia are not limited to just Vegemite, there are now several alternatives with slightly varying flavour profiles. Some are more salty and others are sweeter, and a person’s preference is probably set by what they were given as children.
The research done by Roy Morgan Research shows that 85 percent of those who eat one of the yeast extract spreads in a seven day period, were born in this country and that is 45 percent of the Australian population. It is a popular part of the diets of nearly half the Australian population, but this is decreasing.
According to the research only 12 percent of those born in Asia eat our national spread in a seven day period. With our population continuing to evolve and become less and less of those born here, there is an interesting future for yeast extract spreads.
Angela Smith, Group Account Director, Roy Morgan Research said; “Vegemite is as Australian as koalas, and as polarising as our Prime Minister. With its unique taste and unappealing appearance, it inspires either love or hate in people. It’s featured in songs by quintessentially Aussie acts like Men at Work and John Williamson, as well as its own famous ‘Happy little Vegemites’ jingle, and is renowned for its nutritional value. Our data shows that this group (those from Asian countries) is far less likely than people from other non-Australian backgrounds to eat yeast-based spreads in an average seven days — which could have serious implications for the continued success of these products.”
So why is this research of particular significance? It highlights that foods that are intrinsic to a country will have difficulty in being popular away from those countries, and that manufacturers and retailers need to manage this if they want to maintain sales. An example of how one of the yeats extract manufacturers has addressed this is the development and implementation of a version including cheese – to try and increase market share.
Vegemite and it’s plain alternatives are not high risk foods and are of little concern in terms of food safety, however the introduction of products to expand the range and increase market share creates potential food safety issues.
Written by Rachelle Williams, The Green Food Safety Coach.