Consumer usage and attitude tracking 25/26 (MT24201)

Summary: 

This project is delivering a comprehensive consumer tracking program across the Australian horticulture sector. Through monthly online surveys of nationally representative grocery buyers, the research captures key insights into consumer awareness, usage, purchase intent, and response to marketing campaigns across fresh fruit, vegetable, and nut categories. The data provides a consistent view of how consumer behaviours change over time in response to marketing efforts, seasonal shifts, and broader trends. 

In addition to the monthly core tracking, the project includes flexible ad hoc modules that explore emerging consumer topics (e.g. sustainability, provenance, snacking trends) and evaluate the effectiveness of specific commodity campaigns. Insights are presented through reports, webinars, and video vox pops to bring findings to life for industry stakeholders. A central dashboard is also maintained and enhanced to make the data easy to access and interpret. 

This project equips growers and industry marketers with real-time consumer insights to inform decision-making, optimise marketing strategies, and better respond to changing shopper needs. It highlights what drives consumption and what barriers exist - enabling more effective promotion of horticulture products. By measuring campaign impact and identifying trends, the data helps growers maximise the return on marketing investments, grow demand for their produce, and stay competitive in a rapidly evolving retail environment. 

Ultimately, the project supports improved productivity, profitability, and sustainability for Australian growers by ensuring marketing efforts are targeted, evidence-based, and aligned with what consumers value most.