Lynne Ziehlke - Consumer research project - China
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Transcript of Lynne Ziehlke - Consumer research project - China
Consumer research project - China
Prepared by: Lynne Ziehlke
Market Development Manager, The Australian Macadamia Society
16 October 2014
2014 AMS 40th Anniversary Industry Conference proudly presented by
We have had success in Japan, progressing in Taiwan and Korea but
“what potential does China hold?”
1. 4-phase in-depth consumer study 2. Information & analysis
3. Strategy4. Implementation and monitoring
Overall conclusion positive
2014 AMS 40th Anniversary Industry Conference proudly presented by
China DOES hold significant potential and
opportunities BUT its going to be long game and
it will be challenging
Research methodology
2014 AMS 40th Anniversary Industry Conference proudly presented by
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Key insight: the Chinese macadamia consumer
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Key insight: awareness & penetration
Awareness is moderate Penetration is much weaker
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Key insight: consumption behaviour
• Macadamias are consumed in similar ways to other nuts
• TASTE = #1 driver of nut choice • Other nuts seen as tastier than macadamias• Limited macadamia consumption occasions• Best for ‘Individual leisure consumption’
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Key insight: consumption frequency & expenditure
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Key insight: the hard shell
POSITIVESSafer & more hygienic
Original flavour retained
Cracking fun, especially
with a cracking key
NEGATIVESInconvenience
Mess
Potential waste
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Frequent users: strong affinity for macadamia ‘taste’
Occasional users: not as big fans
2014 AMS 40th Anniversary Industry Conference proudly presented by
Key insight: taste perceptions
• Soft crunchiness• Natural creamy aroma
• Light sweetness
• Flavoursome• Full mouth feel• Sweet vs salty
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Key insight: health & the fat barrier
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Key insight: image & origin perceptions
• Premium, more valuable than other nuts• Gift-worthy• Imported & exotic• Associated with anti-ageing• Expensive
PREFERRED FORMAT = in-shell. Considered more premium.
PERCEIVED BEST QUALITY SOURCE = Hawaii
MOST COMMON ON-PACK SOURCE = China
MOST QUOTED ORIGIN ON IMPORTED PRODUCT = USA
Australian Macadamias 澳洲果仁
Only 28% are aware of Australia as a source
Hawaii nut 夏威夷豆 or 夏威夷果仁
Hawaii is considered the best quality source
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2014 AMS 40th Anniversary Industry Conference proudly presented by
Key insight: retail dynamics
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Origin claim
Shanghai retail channel E-Commerce channel
Domestic 54% 95%
Imported 38% 5%
Australia 6% 0.4%
US 15% 2%
Other 17% 3%
China origin claim in most casesUS the most quoted origin for imported product
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Retail dynamics
Retail channel more unified, only 27 brands vs 52 in e-commerce
Macadamia channels Brand SKU
Shanghai retail 27 52
E-commerce 358 1,135
Total 370 1,178
Macadamia SKUs Shanghai retail E-commerce
In shell 52% 84%
Kernel 41% 12%
In shell product dominates # SKUs in
E-commerce channel
Snapshot: Macadamia on-pack claim trends
2014 AMS 40th Anniversary Industry Conference proudly presented by
高级食用坚果(Premium nuts)
精选优质坚果(Carefully select good quality nuts)
高品质,原产地(High quality, From place of origin)
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Snapshot: Macadamia on-pack claim trends
2014 AMS 40th Anniversary Industry Conference proudly presented by
有机食品(organic food)
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Snapshot: Macadamia on-pack claim trends
2014 AMS 40th Anniversary Industry Conference proudly presented by
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Snapshot: Macadamia on-pack claim trends
2014 AMS 40th Anniversary Industry Conference proudly presented by
氮气保鲜,无防腐剂(Freshness
retained
by Nitrogen, no
preservatives)
富含人体所需8种氨基酸(contain 8 amino
acids needed)
富含矿物质和纤维(contain minerals
and fibers)
好吃营养(Tasty &
Nutritious)
健康生活(healthy life)
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Key opportunities
2014 AMS 40th Anniversary Industry Conference proudly presented by
TO DIFFERENTIATE AUSTRALIAN PRODUCT: Safe, origin, farming/processing expertise
INTRODUCE NEW USES
AND OCCASIONS increase consumption
frequency and revenue
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Key opportunities (cont’d)
2014 AMS 40th Anniversary Industry Conference proudly presented by
TRIGGER CONSUMPTION USING COMPELLING MESSAGING: differentiate macadamias from other nuts
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Key opportunities (cont’d)
2014 AMS 40th Anniversary Industry Conference proudly presented by
COMMUNICATE THE PREMIUM/QUALITY MESSAGE: tie this to origin, broaden the base of ‘quality-seeking’ consumers who
have a positive macadamia experience
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Key challenges
2014 AMS 40th Anniversary Industry Conference proudly presented by
• Increasing standout & market penetration
• Limited knowledge about Australian origin
• “Hawaii nut”
• Cultural preference for in-shell
• Retail price difference between in-shell & kernel
• Increasing consumer awareness & knowledge
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2014 AMS 40th Anniversary Industry Conference proudly presented by
Most compelling concepts
HEALTH: Originated from Australia, the macadamia is an authentic guilt-free healthy food that contains zero cholesterol.
PREMIUM OVER-ARCHING: Australia, the origin of macadamias, with fertile soil, and plenty of sun and rain, cultivates the top class of macadamia, the real ‘king of nuts’.
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2014 AMS 40th Anniversary Industry Conference proudly presented by
Next steps
1. Marketing strategy2. Gather market intelligence3. Market support/
branding and promotion
COMPLETED
ONGOING
LAUNCH 2015
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Top markets for macadamias
2014 AMS 40th Anniversary Industry Conference proudly presented by
29
3
160
2030
16
-100
-50
0
50
100
150
200
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
US (net) China/HK (kernel
imports)
Australia (sales)
Japan (imports)
Germany (imports)
China/HK (in shell
imports)
Sou
rce:
GTI
S, A
MH
A