Marketing update
Highlights from the 2024/25 Macadamia marketing campaign
Highlights from the 2024/25 Macadamia marketing campaign
Marketing update
2026/2027 Macadamia Marketing Update
Publication date: September 30, 2026
Marketing update
2026/2027 Macadamia Marketing Update
Publication date: September 30, 2026
The strategy focuses on increasing the number of people consuming Australian macadamias, in all forms and across more occasions. Investment is structured around three areas: increasing consumption among Australian consumers, driving demand in new and existing export markets, and encouraging greater use of Australian macadamias by food manufacturers.
At the heart of the program is a distinctive Australian proposition: grown in their natural home, Australian macadamias are a delicious wholefood that make snacking an experience and life more special.
The macadamia industry is preparing for long-term growth in global production, creating a need to build demand for Australian macadamias in step with future supply. Consumer and market insights guide investment towards the strongest opportunities to grow demand, by reaching more consumers, creating more consumption occasions and encouraging greater use of macadamias in food products.
Domestic consumer opportunity
Australian consumer research highlights a clear opportunity to grow macadamia consumption through snacking. 72 per cent of Australian consumers are looking for ways to increase the amount of healthy snacks they have available, while health and taste are the two most important considerations when choosing a snack.
Macadamias are well placed to respond to this opportunity, but there is scope to strengthen their role as an everyday snack. Research found the most common usage occasion for macadamias is when relaxing alone, while social occasions such as casual gatherings with family and friends represent opportunities to encourage greater usage. The research also identified health and wellbeing, including energy and mood benefits, as strong reasons to encourage greater purchase and consumption.
These insights have informed the focus on everyday snacking, including the new You’ve Got Good Taste campaign, which aims to make Australian macadamias a more familiar and desirable snack choice.
International consumer opportunity
Consumer research across Australia and key international markets shows strong opportunities to build demand based on taste, health, quality and Australian origin. Across the markets surveyed, 59 per cent of consumers said origin is important when buying macadamias, 69 per cent believe Australian macadamias taste better and 73 per cent believe they are superior quality.
Australian provenance is particularly strong in China and India. In China, 96 per cent know macadamias are grown in Australia and 92 per cent believe Australian macadamias are superior quality. In India, 88 per cent know macadamias are grown in Australia and 94 per cent believe Australian macadamias taste better.
At the same time, increasing competition in established Asian markets reinforces the need to continue building preference for Australian origin and quality through locally relevant consumer and trade activity.
Ingredient innovation opportunity
Consumer and market research also shows strong potential to grow demand through greater use of macadamias in food and beverage products.
Eight in ten consumers, or 80 per cent, said they had purchased a product specifically because it contained macadamias, while more than one quarter want to see macadamias used more often in categories including baked goods, chocolate, ice cream and gelato, and cereals and granola.
Globally, approximately 780 new products featuring macadamias were launched in the 12 months to June 2026, up from around 500 four years earlier. These insights support continued investment in technical resources, product applications and trade engagement that make it easier for manufacturers to innovate with Australian macadamias.
Building domestic demand
Australian marketing investment will focus on making macadamias a more familiar and desirable choice for everyday snacking.
The new You’ve Got Good Taste retail promotion campaign is designed to reframe macadamias from a premium ingredient to a go-to everyday snack, building on their distinctive taste, wholefood nutrition, convenience and Australian provenance.
An integrated mix of paid, earned and owned activity will include:
Growing demand beyond Australia
Export marketing will continue to build awareness, preference and demand in priority markets including Japan, South Korea, China, Taiwan and India.
Programs are tailored to local consumer behaviours and opportunities, combining always-on digital activity with high-impact collaborations, influencers, sampling and trade engagement. Recent activity includes café collaborations in Japan, artisan bakery partnerships in South Korea, gelato collaborations in China and retail sampling in India.
Key activities include:
Encouraging ingredient innovation
The ingredient innovation program aims to increase the use of Australian macadamias in new food and beverage products by providing manufacturers with inspiration, insights and technical information.
Key activities include:
A range of investments are underway to deliver the macadamia marketing strategy:
