Consumer demand spaces for horticulture (MT21003)

In 2022, this investment identified and prioritised opportunities for the horticulture sector to engage consumers and build demand across the domestic market for fruits, nuts and vegetables.

The framework delivered will support growers and the wider horticulture sector in their decision-making on ‘where to play’ and ‘how to win’ when seeking to engage Australian consumers, with 31 industry-specific reports available that take a ‘deep dive’ into each commodity.

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.

Related Projects

Marketing snapshots

Hort Innovation is responsible for investing the table grape marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation

Taste Australia retail program

This multi-industry investment is targeting key international retailers with training and educational resources about selecting, storing, handling and displaying Australian fresh produce in store, including