What was it all about?

This short investment undertook research to increase understanding of consumer behaviour and attitudes towards mangoes. The project team have delivered insights around mango consumers and also identified triggers and barriers to purchase, and quality and taste expectations.

Key insights include:

• Overall varietal awareness is increasing, with more consumers being able to identify different varieties of mangoes.
  
  
• Supermarkets continue to be the main location of mango purchases.
  
  
• High quality is a consistent driver of mango purchase for both planned and impulse buyers, and specials are becoming more important for prompting impulse purchasing.
  
  
• Expense perception is the biggest barrier to increasing consumption among existing mango buyers.
  
  
• There is opportunity to increase purchase frequency by demonstrating to consumers more usage occasions. For example, Queenslanders consume mangoes at a wider variety of mealtimes than other states, especially at breakfast and as a snack.
  
  
• Around 90 per cent of people surveyed associate mangoes with health, however they are also strongly perceived as being a treat or indulgence.

This information will be used to inform future Hort Innovation Mango Fund marketing activities, as well as provide insights to the mango industry at large. The research also provided insight into the effectiveness of the industry’s previous marketing activities, and identified key targets and opportunities for growth in the future.