Data from online and offline retailers to help the industry effectively supply key export markets
The Australian macadamia industry is set to sharpen its competitive edge in key export markets, thanks to a new project delivering world-class retail insights across the US, Germany, and China.
The project, funded by Hort Innovation and delivered by NielsenIQ, will provide quarterly, actionable data to help growers and marketers make smarter decisions in a rapidly evolving international marketplace.
With more than 75 per cent of Australia’s macadamia crop exported to more than 40 countries, understanding global demand is critical for sustained growth. This project will track sales value, volume, and market share for macadamias in the world’s leading nut markets, benchmarking performance against other nut types.
For the first time, China’s major e-commerce platforms will be included in the snapshot reports that have previously covered both offline and online retail channels. These insights will empower growers, exporters, and marketers to refine their export strategies, and respond quickly to shifts in demand or pricing.
Hort Innovation GM of marketing and communications, Karina Keisler said: “Access to timely, reliable market data is a game-changer for the industry. These insights will help Australian macadamia growers and marketers stay ahead of global trends, strengthen their position in key markets, and ensure the industry continues to deliver value for growers and the broader economy”.
The project builds on previous successful collaborations with NielsenIQ, expanding the industry’s ability to monitor performance and adapt to changing market conditions. By providing a clear picture of how macadamias are performing against other nuts, and how price impacts demand, the project will support evidence-based decision-making at every level of the supply chain.
