What was it all about?

In 2021, this short project conducted research into consumer perceptions and attitudes towards bananas. The project specifically:

• Measured overall attitudes towards bananas via tracking awareness, quality and taste expectations, perception statements and the health benefits that influence consumer behaviour
• Measured online purchase behaviour and satisfaction
• Tracked tagline effectiveness via tagline recall and impact on purchase behaviour
• Established purchase drivers and identified purchase barriers to help guide future marketing and communication initiatives
• Identified shifts in consumption habits and occasions.

The project findings will be used to inform future Hort Innovation Banana Fund marketing activities and will be available as insights for the banana industry at large.

ACT NOW

View the 2021 banana consumer insights report.

Access the 2020 banana consumer insights report, from previous levy-funded project Banana consumer insights research (BA19001).