Raspberry and blackberry consumer insights research (RB18000)

What was it all about?

In 2019, this investment delivered insights about raspberry and blackberry consumers to inform growers and other participants in the berry value chain about consumer perceptions and expectations when it comes to berries, as well as their triggers and barriers to purchasing. The research identified four key opportunities for the berry industry to pursue:

• To build value. Price was identified as a significant barrier to purchase among non-buyers and a barrier to frequency of purchase among current buyers.
• To differentiate from other berries. The research found that raspberries and blackberries are easily substitutable when not available or too expensive.
• To leverage occasions beyond snacking. The research suggested consumers don’t see raspberries and blackberries as being as versatile as other berries, however 50 per cent of consumers used them for something beyond snacking on the last occasion they had them.
• To drive freshness. Perceived inconsistent quality and freshness of raspberries and blackberries was seen to reduce the intention to purchase, particularly if the price is high.

These insights will feed into future Hort Innovation Raspberry and Blackberry Fund marketing activities.

You can download the project team's final presentation 'Driving growth for Australian Raspberries & Blackberries' to learn more.