This investment delivered insights into what the international consumer wants across 13 priority markets for the Australian horticulture sector. A comprehensive understanding of what drives consumer demand and decision-making is required to guide export strategies and improve Australia’s success in selling to international partners.

The research team :

1. Identified the most profitable consumer trends and growth opportunities in priority international markets where Australian produce has the right to play and prioritised them across markets.
2. Identified target consumers and understanding their needs in occasion and usage and purchase behaviour patterns to better address each market with Australian produce.
3. Optimisedproduct positioning to drive profitable growth against prioritised industries, allowing the deployment of trade marketing resources in the most effective and coordinated way.

The 13 priority markets included in this project were Japan, Singapore, Hong Kong, Korea, Malaysia, Taiwan, Indonesia, UAE, Vietnam, USA, Qatar, UK and India.