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Completed project

Consumer demand spaces for horticulture (MT21003)

Key research provider: Kantar Insights
Publication date: Monday, November 28, 2022

What was it all about?

In 2022, this investment identified and prioritised opportunities for the horticulture sector to engage consumers and build demand across the domestic market for fruits, nuts and vegetables.

The framework delivered will support growers and the wider horticulture sector in their decision-making on ‘where to play’ and ‘how to win’ when seeking to engage Australian consumers, with 31 industry-specific reports available that take a ‘deep dive’ into each commodity.

Key insights delivered by the research included:

Six consumer needs drive all consumption choices:

  • Taste
  • Quick and easy
  • Healthy and nutritious
  • Indulgence
  • Physical and mental energy
  • Connection.

Taste and convenience are an expectation for all consumption areas.

Meal occasion has the next biggest influence on choice; While the six needs pillars are the primary drivers of commodity choice, the next most predictive factor that determines consumer choice for fresh produce is meal occasion (for example, breakfast, lunch, dinner, dessert or snack).

Advantages can drive growth in key territories by leveraging distinctive characteristics of fruit, nuts and vegetables to drive consumer choice.

Poor quality is the biggest barrier to growth; Consumers cite poor quality as the most significant barrier to choosing fresh produce. Overcoming specific quality barriers is a necessity for most commodities to realise growth opportunities.


Industry-specific reports for each of the below commodities are available, including insights on ‘where to play’ and ‘how to win’.


This project was 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.