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Ongoing project

Consumer demand spaces for horticulture (MT21003)

Key research provider: Kantar Insights

What’s it all about?

This investment is identifying and prioritising opportunities to engage consumers and build demand across the domestic market for fruits, nuts and vegetables. It will deliver a framework that can be used by industry to inform their decision-making around product development and marketing campaigns. The project team will compare the current ‘state of play’ against identified opportunities and prioritise based on potential impact.

The framework will be informed by research into:

  • Current market landscape and competitive dynamics
  • Consumer segmentation
  • Consumer occasion-based needs
  • ‘White space’ opportunities where consumer needs are currently unmet.

This project is a multi-industry strategic levy investment in the Hort Innovation Almond, Apple and Pear, Avocado, Banana, Blueberry, Cherry, Chestnut, Citrus, Custard Apple, Dried Grape, Dried Tree Fruit, Lychee, Macadamia, Mango, Melon, Mushroom, Nashi, Olive, Onion, Papaya, Passionfruit, Persimmon, Pineapple, Potato - Fresh, Prune, Raspberry & Blackberry, Strawberry, Summerfruit, Sweetpotato, Table Grape, and Vegetable Funds.