Hort Innovation’s papaya marketing strategy aims to increase the number of Australian households purchasing papaya. The strategy focuses on encouraging trial and creating new consumption opportunities, while improving confidence in how to choose, prepare and enjoy the fruit. Activity spans consumer marketing, retail activation and foodservice development to support long-term category growth.

Consumer insights informing the strategy

Research shows that 54 per cent of consumers have recently purchased papaya, however many buy infrequently. The main barrier remains lack of knowledge about how to choose, prepare or use papaya. This highlights the importance of driving repeat purchase by showcasing usage opportunities. Encouragingly, a key purchase driver is health benefits and consumers perceive papaya as colourful, exotic, unique and premium, providing a strong foundation for future marketing activity.

What's planned

The endorsed two-year marketing plan will help more Australians discover, try and enjoy papaya, while creating new opportunities within the foodservice sector.

• A consumer public relations campaign will form the centrepiece of the program, using trusted media, partnerships, ambassadors and culturally relevant opportunities to encourage Australians to see papaya in a new way. Supporting social activity will amplify key campaign moments, direct consumers to practical recipes and preparation ideas, and help keep papaya top of mind.
• Product sampling will allow consumers to experience papaya first-hand. This remains an important way to introduce new shoppers to the category, build confidence and support purchase among people who may be unfamiliar with the fruit.
• Foodservice research will build understanding of how papaya is used across hospitality channels, identify barriers to adoption and uncover growth opportunities. The findings will guide a foodservice campaign focused on the areas with the greatest potential to increase usage and demand. 

Together, these activities will make papaya easier to discover, understand and enjoy, supporting sustainable category growth over the long term.

Supporting investments

A range of investments are underway to deliver the papaya marketing strategy:

• Papaya FY25/26 In-Store Sampling (PP24501)
• Papaya FY25/26 Social Campaign (PP24601)