This investment is delivering insights into what the international consumer wants across 13 priority markets for the Australian horticulture sector. A comprehensive understanding of what drives consumer demand and decision-making is required to guide export strategies and improve Australia’s success in selling to international partners.

The research team are:
1. Identifying the most profitable consumer trends and growth opportunities in priority international markets where Australian produce has the right to play and commercially sizing and prioritising them across markets.
2. Identifying target consumers and understanding their needs in occasion and usage and purchase behaviour patterns to better address each market with Australian produce.
3. Optimising product positioning to drive profitable growth against prioritised industries, allowing the deployment of trade marketing resources in the most effective and coordinated way.

The 13 priority markets included in this project are Japan, Singapore, Hong Kong, Korea, Malaysia, Taiwan, Indonesia, UAE, Vietnam, USA, Qatar, UK and India.

This project has been funded by Hort Innovation, using the research and development levies listed below and contributions from the Australian Government. Hort Innovation is the grower-owned, not-for-profit research and development corporation for Australian horticulture.

• Vegetable Fund
• Potato – Fresh Fund
• Onion Fund