Consumer profile deep dive

As part of multi-industry project MT21003, Hort Innovation engaged Kantar to examine consumer demand, looking at opportunities to increase demand across all horticultural commodities.

The table grape deep dive contained interesting insights into table grape consumer behaviour.

56% don’t really notice or mind variety for different purposes

61% ate as a snack, compared with 49 per cent for other fruit

TOP STRENGTHS

Refreshing

Quick & easy

Already available

Consume on-the-go

TOP BARRIERS

Expensive

Poor quality

Bruises easily

TOP 4 KEY SUBSTITUTES

Banana Apple Toast Yoghurt

36% respondents ate grapes as a meal of their own, vs 28% all fruit

80% ate grapes at home. People like to eat table grapes during their downtime, either watching TV or relaxing

63% ate grapes fresh on their own vs 52% for all fruits

The 2023 export season encountered a reawakening of international marketing and trade promotion after Covid compelled exporters to throw away the marketing rule book three years ago.

The Australian Table Grape Association (ATGA) worked collaboratively with state and federal governments, along with Hort Innovation, to maintain a strong international presence for Australia’s table grapes.

Food and beverage trade tours and expos returned strongly this table grape export season, and in-market campaigns have further developed in-store and digital efforts.

The past few years paved the way for hybrid international trade promotion, swapping outbound missions for virtual tours, launches and presentations, and online campaigns focussed on social media balanced with targeted retail promotion.

While some markets are still benefiting from digitally targeted marketing efforts, many international markets have eagerly embraced the return of