- PROJECT NAME
- Consumer demand spaces for horticulture
- PROJECT CODE
- MT21003
- DELIVERY PARTNER
- Kantar Insights Australia Pty Ltd
- PROJECT LEAD
- Cindy Kirkby
cindy.kirkby@kantar.com
PROJECT DESCRIPTION
This investment is identifying and prioritising opportunities to engage consumers and build demand across the domestic market for fruits, nuts and vegetables.
It will deliver a framework that can be used by industry to inform their decision-making around product development and marketing campaigns. The project team will compare the current ‘state of play’ against identified opportunities and prioritise based on potential impact.
The framework will be informed by research into:
- Current market landscape and competitive dynamics
- Consumer segmentation
- Consumer occasion-based needs
- ‘White space’ opportunities where consumer needs are currently unmet.
Key insights delivered by the research included:
Six consumer needs drive all consumption choices:
- Taste
- Quick and easy
- Healthy and nutritious
- Indulgence
- Physical and mental energy
- Connection.
Taste and convenience are an expectation for all consumption areas.
Meal occasion has the next biggest influence on choice; While the six needs pillars are the primary drivers of commodity choice, the next most predictive factor that determines consumer choice for fresh produce is meal occasion (for example, breakfast, lunch, dinner, dessert or snack).
Advantages can drive growth in key territories by leveraging distinctive characteristics of fruit, nuts and vegetables to drive consumer choice.
Poor quality is the biggest barrier to growth; Consumers cite poor quality as the most significant barrier to choosing fresh produce. Overcoming specific quality barriers is a necessity for most commodities to realise growth opportunities.
