Getting into the minds of macadamia consumers 2015 IMS Prepared by: Lynne Ziehlke 11 August 2015
Why? Differentiate macadamias from other tree nuts Justify a higher price point than other tree nuts Increase consumption of macadamias We are more invested in knowing what drives a macadamia consumer than anyone
Identify the optimal way to drive innovation, demand and value for macadamias
Overall a very positive response I love macadamias. They are just delicious. When I think of macadamias I have purely positive associations. I just like them! Compared to all the other nuts macadamias are really special. The good thing about macadamias is that they are so versatile. My favourite nut is definitely the macadamia nut eaten on its own, naturally. It has a flavour & texture unlike any other and it s really healthy for you! Macadamias are moreish and delicious Macadamia. All other nuts are great but this one is more of a treat and yet, still healthy There are no real negatives regarding macadamias 5
Macadamias have more to offer than other nuts TASTE Buttery, smooth crunchiness, melting in mouth, delicious, sweet, creamy The taste is multidimensional and therefore seen as richer TEXTURE The texture adds to the richness of the macadamias as it is seen as quite contradictive It is smooth but also crunchy FORM Bigger and rounder than most other nuts Macadamias all look more perfect (round) NUTRITION More and better health benefits Especially positive fatty acids Overall seen as more healthy than other nuts More oily but at the same time healthier Facts prove macadamias are special Price The most expensive Accessibility Less available 6
Macadamias deliver to all relevant purposes SNACKING BAKING COOKING INGREDIENT MACS CASHEW PISTACHIO ALMOND WALNUT????? HAZEL PEANUT?? Although Macadamias currently are not always used in all of these occasions (especially by light users) there is the potential to do so. 7
3 key findings
What do macadamias add? Quality perceptions Quality. Macadamia are generally an expensive option to add to a product. When I see a product that has macadamias in it I generally think it is a higher quality product Premiumness I consider them premium because of their price. Peanuts are cheap and almonds are reasonably priced. I think macadamias are in a premium class What other nuts add They add crunch, texture, and great taste 10
Current use mostly snack but the potential for macadamias to upsell a product is not restricted OTHERS adds CEREALS AND GRANOLA BARS adds extra highly valuable nutritional benefits and smooth crunchiness CAKES, BROWNIES AND MUFFINS adds smooth crunchiness and subtle savoury flavour VERSATILITY OF MACADAMIAS BREAD adds crunchiness, subtle sweet flavour and exotic (to traditional category) ICE CREAM AND DESSERTS adds smooth crunchiness and subtle savoury flavour CHOCOLATE AND PRALINES adds whole and smooth crunchiness (whole nut) 11
& what will consumers pay? Definitely add to the price. You re adding an expensive and quality product to an existing product, simple logic says the price will rise 10-20% Slightly higher because macadamias aren t cheap I wouldn t expect it to be more than 3-5% I think it raises the perception of the quality of the product based on the fact that they are more expensive.. about 10% I would expect a small price increase. About 5% would be within my perceived price 12
Macadamias have an integrated wellness guarantee & are an intense and fullfilling indulgence Health benefits of macadamias legitimize snacking Being stressed or having a downer and looking for some relaxation and reactivation intensively relaxing and re-activating (crunchy chewing) involvement in the macadamias experience (smooth crunchiness, rich ) Indulgence without feeling guilty 14
Surprise and excitement generated around health concept Surprise and positivity generated as health is a key priority for many Renders a higher price point, people are willing to pay for good health Macadamias fit extremely well. I am sure that my health could be improved by eating them daily. This idea really appeals to me. Clean, healthy food and the health benefits are fantastic. 15
Cooking with macadamias is new & exciting Cooking with macadamias was the newest news Cooking capitalises on an existing passion BUT cooking with macadamias is not familiar and consumers are looking for help 17
Cooking with macadamias has huge potential Add macadamias to any food and it will be better Feeling great and indulged!!! It is how I feel about adding macadamia's to other foods as a topping or as an ingredient!!! Macadamias make a dish, they're not just a added extra. 18
Leveraging these findings
Encourage innovation & NPD
Audition to be come a Healthy Salad Endorser Ok! You re in! Really? Okay, I ll do my best! Hi! I m a Macadamia! My advantage is cute and sweet and After 10 minutes Healthy Salad with tasty macadamia is done.
A story that resonates & has significant reach 78 million people worldwide PLUS We are in touch with macadamia users every day Constantly providing consumers with more reasons to believe that macadamias are special
health Project is going ahead Funding is.