What was it all about? 

This investment was tasked with undertaking consumer research to better understand papaya consumption in Australia. It undertook quantitative surveys and analysis to identify Australia’s key papaya consumers and why, how and how often they eat the fruit, while also looking at barriers to purchase or increasing consumption, and identifying ways these barriers can be overcome.

Some top-level results included…

• There is opportunity for growth, with one quarter of Australian households having purchased papaya in the last year
• Those that do purchase papaya have positive perceptions (they report loving the taste, texture, flavour), however those that don’t consume papaya have limited perceptions about the fruit
• Awareness is key to driving growth, as lack of knowledge and limited top-of-mind awareness are core barriers for current non-purchasers.

The results of this research have been fed into the industry’s levy-funded marketing activity.