From no-regret snacking to global opportunity

Find out how insights and evidence have shaped this year’s apples marketing plan.

In FY26–27, the apple market has a clear commercial and consumer opportunity:

• Australian apple production is growing.
• Domestic demand is largely mature.
• Export remains underdeveloped.

The FY26–27 Apples Marketing Plan responds directly to this with a plan anchored in production data and consumer insights that together make the case for a balanced, two-pronged strategy – continuing to strengthen domestic demand while accelerating export growth.

A mature yet valuable domestic market

In Australia, household demand continues to fuel the domestic market, with eight in ten households purchasing apples each year. With such a heightened market, the opportunity domestically for apples is with light buyers or snack buyers. Why?

• Snacks are one of the most competitive advertising categories in Australia, with over 250 brands and substantial media investment competing for attention.
• Apples’ core strengths – being tasty (55%), quick and easy (68%), healthy and filling (40%)¹ – align closely with what consumers seek in a snack.
• Half of all apple buyers are classified as light buyers, purchasing only six times per year. These consumers generally like apples but prefer other fruits that they perceive as more exciting.

The domestic strategy is therefore built around one central challenge: increasing frequency among existing light buyers (rather than chasing new penetration) through a continuation of the current brand platform, “No Snackgrets”.

Early performance has demonstrated that the platform is easy to understand, believable and capable of building salience, particularly among younger cohorts who snack most frequently. As such, the FY26–27 plan will:

• maintain investment and momentum behind this platform to build emotional connection over time
• cement apples as the no-regrets healthy snack – one that competes credibly not just with other fruit, but with the wider snack category
• create consistency and sustained presence to shift perceptions in a crowded landscape.

The need for export growth

While domestic demand remains critical, export is becoming an increasingly important focus. With new biosecurity agreements opening the door to China, and improved access to Canada significantly reducing the cost and complexity of competing in premium export markets, exports are becoming an opportunity for industry. In fact, these new market opportunities are expected to support the following:

• Apple production is forecast to exceed domestic consumption by 2030, creating a clear need to develop alternative consumption pathways.
• Without export growth, oversupply risks placing downward pressure on returns and long-term industry viability.

As such, the export plan established by industry in partnership with Hort Innovation aims to:

• build the China opportunity: Recognising it as the world’s largest premium apple market and a unique growth opportunity, the initial focus is on establishing awareness of the Australian value proposition, supporting premium positioning and creating a foundation for longer-term demand.
• target growth and established markets: The second stream targets other markets, including more established destinations such as Hong Kong and Thailand, as well as markets offering growth potential like Singapore, Canada and the UAE. These markets already have some familiarity with Australian apples, allowing efforts to focus on building preference and increasing volume.
• offer a co-promotion opportunity to Australian apple growers: An opportunity to pair levy investment with matched funding from growers, exporters and brand owners in an open tender process. The aim of this approach is to stretch industry funds further while accelerating learning, building capability and creating momentum across multiple markets, delivering benefits well beyond any single business or campaign. For apple growers interested in participating in the tenders, visit https://tenders.net/dtp/horticulture/current-tenders. The closing date for responses is 17 March 2026 at 3pm AEDT.

Together, this multi-pronged strategy approach positions Australian apples for sustainable growth at home and abroad.

Source

1 Kantar HIA Domestic Growth Study 2022, N=372

More information

Industry marketing initiatives are managed by Hort Innovation and are funded by the apple and pear marketing levy. Growers are welcome to contact Lynda Pallone, Head of Marketing (apples and pears), Hort Innovation ([email protected]) with any questions relating to the marketing program.