Marketing update
A snapshot of the 2025/26 macadamia marketing campaign
Publication date: October 16, 2026
The Australian macadamia marketing program aims to grow consumer demand in domestic and international markets to support sustainable industry growth and grower returns. The strategy focuses on increasing the number of people consuming Australian macadamias, in all forms and across more occasions. Investment is structured around three areas:
Across all three areas, marketing seeks to differentiate Australian macadamias through their distinctive taste, premium quality, versatility and unique Australian provenance.
This demand-building work is particularly important as the industry prepares for increasing supply. By June 2026, Australia's mapped macadamia orchard area had reached 47,659 hectares, with almost 9,000 hectares of younger orchards still to contribute to future production.
Consumer and market research identified opportunities to grow demand by reaching more consumers, creating more occasions to enjoy macadamias and encouraging greater use of macadamias in food products.
Everyday snacking is an important opportunity in Australia. Research conducted in 2024 found that 72 per cent of Australian consumers are looking for ways to increase the amount of healthy snacks they have available, with health and taste the two most important considerations when choosing a snack. The most common usage occasion for macadamias is when relaxing alone, while casual gatherings with family and friends and celebrations present opportunities to encourage greater usage.
Australian origin provides an important advantage. Consumer research across Australia and key international markets shows strong opportunities to build demand based on taste, quality and provenance. In Australia, country of origin is important to 62 per cent of consumers, while just over half know that macadamias are native to Australia, highlighting an opportunity to strengthen understanding of their unique Australian heritage. Across international markets, Australian origin also provides a strong platform for differentiating Australian macadamias as competition from other producing countries increases.
Food innovation provides another avenue for demand growth. Consumer research identified snacks and treats, including baked goods, ice cream and chocolate, as leading opportunities for macadamia product innovation, followed by cereals and granola, protein and energy bars, nut butters and breakfast occasions.
Together, these insights supported a marketing approach focused on increasing consumer awareness and trial, creating new consumption occasions, reinforcing the value of Australian origin and encouraging greater use of macadamias as a food ingredient.
Building demand for macadamias in Australia
Domestic marketing maintained a year-round presence through social media, digital advertising, recipes, competitions, influencers, grower stories and seasonal campaigns.
Activity gave consumers more reasons to choose macadamias across occasions including spring, Christmas, summer, Valentine's Day, harvest, Easter, Mother's Day and winter. New recipes, photography and video content demonstrated how macadamias can be enjoyed beyond traditional special-occasion uses.
By the end of February 2026, Australian consumer activity had generated more than 30 million views, while the Australian Macadamias Instagram community had grown to more than 20,000 followers. The consumer email database also provided a direct connection with approximately 34,000 subscribers.
This activity helped keep Australian macadamias visible throughout the year while laying the groundwork for a stronger focus on positioning macadamias as an everyday snack.
Growing demand in priority export markets
Export marketing continued across Japan, South Korea, China, Taiwan and India, combining digital activity with partnerships, influencers, consumer trial and engagement with importers, retailers and food manufacturers.
Rather than simply advertising macadamias, partnerships put Australian macadamias into foods and settings relevant to local consumers.
In China, Australian Macadamias partnered with four boutique gelato brands to create limited-edition macadamia flavours. Supported by influencer activity, the collaboration generated approximately 4.1 million impressions.
In South Korea, a partnership with Seoul artisan bakery Old Factory Croissant introduced Australian macadamias through a premium bakery occasion and generated nearly 500,000 impressions.
In Japan, a collaboration with Byron Bay Coffee across five cafés introduced three macadamia products, supported by influencers, media and a consumer giveaway.
India continued to be developed as an important emerging market. Australian Macadamias participated in the MEWA India nuts and dried fruit trade show and supported consumer trial through sampling in 40 Reliance Retail/Foodsquare stores, alongside activity with Nature's Basket, influencers, chefs and food industry partners.
This activity coincided with improving market access for Australian growers. The tariff on Australian Macadamias entering India reduced to 9 per cent from 1 January 2026, with a pathway to zero in 2028, making continued development of consumer and trade demand increasingly important.
Creating new demand through food innovation
Marketing investment also focused on getting more food manufacturers to use Australian macadamias.
The Australian Macadamias Technical Guide and 13 Application Solutions Guides provide manufacturers with practical technical information and product concepts to make it easier to develop foods containing macadamias. The Application Solutions Guides were produced in five languages, creating 65 versions for international use.
A LinkedIn campaign promoting the guides generated 936 downloads during the October to December quarter, while the Technical Guide had achieved more than 700 downloads.
The resources were also taken directly to potential customers through Food Innovation and Tasting Forums in South Korea and Japan during February and March 2026. Food manufacturers and product developers were able to taste macadamia concepts, learn more about their technical properties and explore potential commercial applications.
More than 85 per cent of attendees in South Korea and 78 per cent in Japan were satisfied with the forums, with strong interest in using the technical resources following the events.
This work is helping create demand further along the supply chain by encouraging manufacturers to put macadamias into more products and categories.
