Consumer behaviour data to provide greater insights for industry

Two levy-funded consumer data projects aim to assess the effectiveness of category marketing and provide industry with consumer behaviour data to inform decision-making. 

These projects, announced by Hort Innovation, will support industry strategy by monitoring and drawing insights from broader consumer trends. 

Consumer behavioural data program (MT21201) will be undertaken with delivery partner Fifty-Five Five, a market research agency. 

This pilot program is providing a category tracking service to allow various horticultural categories including apples and pear to better understand consumer usage and attitudes and the effectiveness of marketing campaigns.  

This program aims to address the following questions: 

• How do consumer trends and movements in behaviours, usage and attitudes to fresh produce change over time? 
• How do these trends and evolving expectations of consumers inform future demand opportunities for both the whole-of-horticulture, as well as individual industries?  
• What perception metrics drive usage and purchase? 
• What are the barriers to brand/category salience and purchase and how do we overcome these to drive future growth? 

The program will also examine the effectiveness of Hort Innovation marketing campaigns to determine how salient they are in market, what their impact is on consumer usage, attitudes and future purchase intent, and how effective they are at driving messaging comprehension and enjoyment. 

Fifty-Five Five conducted the research on pear consumer attitudes and perceptions in late 2019 that informed the refreshed pear marketing campaign – Pear ‘shake up’ chance to secure spot in shopping basket.  

Consumer behavioural data program (MT21004) is the continuation of the multi-industry investment with Nielsen, providing regular consumer behaviour data and insight reporting to a range of industries, through the Harvest to Home platform. 

You can view the Apple dashboard and the Pear dashboard – information last updated September 2021. 

The information is intended to assist growers and supply chain partners in decision-making for their businesses and, for the wider industry, the data and insights will be available to support strategic activities.

These projects are funded by Hort Innovation using multi-industry strategic levies and contributions from the Australian Government.