Macadamias usage and attitude research study (MC24001)

This project is strengthening the Australian macadamia industry’s understanding of consumer preferences in key global markets, with the goal of driving demand and increasing exports.  

A comprehensive report, set for release in 2025, will provide updated consumer insights, which are crucial for shaping effective marketing strategies and supporting the growth of the industry, including the development of new macadamia-based products.  

Challenge  

With global production on the rise and export markets becoming increasingly competitive, it is imperative the macadamia industry have a deep understanding of consumer behaviour in key markets to drive demand and origin preference.  

Currently, less than 35 per cent of Australian macadamia kernel production is used as an ingredient, highlighting a significant marketing opportunity to stimulate demand through the creation of new products containing macadamias.  

Response  

The project will deliver consumer behaviour data and insights that will be compiled, along with previous research findings, into a report to inform industry marketing strategy development and evaluation. The report is set to be launched in 2025 and will offer an updated understanding of consumer perceptions of macadamias, address barriers to consumption, and explore the potential for increased use of macadamias as an ingredient.  

Benefit 

Insights from this report will enhance the industry’s ability to sustain and grow demand for Australian macadamias. By gaining a deeper understanding of consumer attitudes across various markets, the Australian Macadamia Marketing Strategy will identify new market niches and strengthen the competitive positioning of Australian macadamias. 

The project will also help food manufacturers better understand macadamias’ consumer appeal and their alignment with current and future food and health trends, further boosting demand.