Consumers' views on food, health and snacks are constantly changing, and their choices are influenced by lifestyle, health priorities and cultural trends. For the Macadamia nut industry, staying ahead of these changes is critical to understanding how macadamia nuts fit into the modern diet and the strategic opportunities they present for food and beverage brands looking to innovate in response to changing consumer expectations.
Nut Australia recently conducted a large-scale consumer study of more than 6,000 people across Australia, Japan, China, South Korea, the United States and India. The respondents were aged 18-74, had eaten nuts in the past six months, were the main shoppers in their homes, and were aware of macadamia nuts. Here's a closer look:
The enduring appeal of snacks
No longer just for convenience, snacking has become an important way for people to manage energy, mood, and overall nutrition. The majority of respondents (60 percent) said they snacked multiple times a day, and 75 percent agreed that snacking was an effective way to increase energy. Mental health was also linked to food choices, with 68 percent of respondents saying they snacked to keep their emotions in check. Three-quarters of respondents said they were looking for ways to make their snacking habits healthier.
Not all markets enjoy snacking in the same way or to the same extent, with China and India being the most avid snackers in our study.
77% of Chinese consumers and 83% of Indian consumers snacked several times a day. 91% of consumers in China and 95% in India are actively seeking healthier snack choices. 50% of Chinese consumers and 70% of Indian consumers said they prefer to snack throughout the day rather than sticking to three meals.
Globally, the top factors influencing snack choice are health and nutritional value (30%), followed by taste (24%). However, there are regional differences in these factors. In South Korea, taste is king (35%), while in Japan, price and affordability play a bigger role (21%).
Nuts:
The ultimate choice for snack lovers
Nuts remain the top choice for snackers, with 70 percent of consumers consuming them daily or weekly as a stand-alone snack. In India (91%), China (75%) and South Korea (74%), nuts are firmly entrenched in daily and weekly eating habits.
In addition to snacks, nuts are also valued for their health benefits. Globally, 63% of consumers say they eat nuts especially to maintain their health, and this percentage is even higher in India (90%), China (67%) and South Korea (69%).
Interestingly, nut butters and nut milk still need to be promoted, with 41% rarely or never consuming nut butters and 47% rarely or never consuming nut milk. This presents a clear opportunity for food brands that are innovating within the plant-based space.
From Balance to Protein:
Current pattern of health goals
Consumers are increasingly focused on balance and nutrition, with 55 percent of respondents stating that their top personal health goal is to eat a balanced and healthy diet.
Other outcome-based and component-based priorities include:
Eat more protein (42%)
Improved weight (41%)
Improved gut health (41%)
Eat more plant-based foods (37%)
Consumer hope
What do you get from food
Food does much more than fill the stomach, and consumers are actively seeking a range of functional benefits
48 percent prioritized healthy snacks
Forty-two percent seek out foods that boost energy
Forty-two percent are focused on maintaining a healthy weight
Forty-two percent want fiber to help with digestion and gut health
Thirty-nine percent seek out foods that help with healthy aging
Looking at the nuances of specific markets, mood boosting and heart health are top priorities in China, while in South Korea, healthy aging has slightly higher support than weight maintenance. In India, heart health is the most common and top priority.
Behind nut buying decisions
The key influencing factors
Taste is the number one factor when deciding which nuts to buy, with 20% of consumers across all markets saying it is the factor that determines their choice. Macadamia nuts (45 percent), almonds (47 percent) and cashews (47 percent) were considered the most delicious nuts.
Australian and Chinese respondents rated macadamia nuts highly for taste, with 56 percent of Australian respondents saying they tasted excellent, as did 50 percent of Chinese respondents - well ahead of their second choice in that market (35 percent).
Health also plays a key role in nut buying decisions, with 83% of respondents globally stating that the nutritional content and health benefits of nuts are important to them. This figure rises to 93 percent in India, 92 percent in China and 86 percent in South Korea.
Price also plays an important role, but this varies between markets, with Australia, the United States and Japan being more price-sensitive, while China and India see price as having less of an impact on their buying decisions.
The location of nut production
And the importance of manner
Consumers are more concerned than ever about how and where their food is grown.
When buying nuts, 58% of respondents globally say sustainable and ethical production is important. India (82%) and China (78%) put more emphasis on this.
Country of origin is also important, with 55 percent of respondents globally citing origin as an important factor in purchasing nuts. This rises to 65 percent in South Korea, 66 percent in India and 77 percent in China.
The consumer insights study cited in this article was conducted in October 2024 by independent research firm Focus insights, commissioned by Australasian Nut. The project was funded by Hort Innovation using the Macadamia Nut R&D Levy and a donation from the Australian government. Hort Innovation is a not-for-profit Australian horticultural research and development company owned by growers.