Australian macadamias target affluent consumers, enter China's high-end market

To deeply expand the Chinese consumer market, the Australian macadamia (also known as the “Australian nut”) industry body has invested a million Australian dollars to carry out product promotion activities in China's first-tier cities, promoting the unique nutritional value of this nut food to affluent Chinese consumers.

ACB News "ACB Online" reported that Ms. Lynne Ziehlke, Market Development Manager of the Australian Macadamia Society, said that the target group of the nut promotion activities is mainly potential consumers in first-tier cities such as Beijing, Shanghai and Guangzhou. According to the classification of Chinese cities in recent years, Beijing, Shanghai and Guangzhou have long held the top three positions in the rankings. "Sales of macadamias in the Chinese market during the Spring Festival in February next year will become an important reference for the effectiveness of this promotion campaign."
 

She pointed out that this event was sponsored by more than 650 Australian producers and attracted more than 150 industry representatives, including Chinese nut retailers, importers, distributors selling branded nuts through supermarket networks and e-commerce channels, as well as Australian producers, suppliers and exporters. Before the event, relevant personnel had conducted a two-year research study on the potential of the Chinese consumer market.

Ms. Ziehlke said that research found that nearly 1/2 of consumers in China's first-tier cities know about macadamias, but nearly 1/4 of consumers have never tasted this nut food. In the Chinese consumer market, macadamias are usually given as high-end gifts to relatives and friends; apart from that, they know very little about this nut food.