Marketing Matters Joseph Ebbage Marketing Program Manager
Planning Overview During the last quarter, we have been refining our marketing plans for the 2013- 14 year. Our starting point is to reinforce our core marketing objective, which is to enhance the market environment for all our stakeholders to maximise the sales and profitability of Australian almonds . There are two main components of the Australian almond industry’s marketing program: an export development program that features international trade exhibitions and market access management, the Australian Almond Driver program that aims to drive consumption through health education, retail promotion and consumer research and communication. Our marketing plan is framed by the increasing production levels the Australian almond industry is going to deliver into the global almond market over the next three years: from just under 50,000 tonnes in 2012 to over 85,000 tonnes in 2015. Australian Almond Production 2012 2013 2014 2015 49,585 71,600 80,682 85,019
role of almonds as a key ingredient within the global nut market. During the 12 months to June 2013, 6,761 new food products were launched around the world that included almonds. Peanuts were included in over 9000 products. There is a significant gap between peanuts and almonds and the other tree nuts with walnuts and cashews appearing in 1306 and 916 products respectively.
2012/13 Almond Sales
Total Sales 48,397 100% Trading Program 31,047 64% Driver Program 17,350 36% During the 2013-14 marketing year the ABA will organise exhibitions at the below major international trade expos. Two of these exhibitions are in our key markets of Western Europe and the Middle East-India- North Africa and two exhibitions are in markets with a high potential growth: Russia and Japan. Anuga, Cologne, Germany – serving Western and Eastern Europe. Australian almond sales to this market in 2012-13 were 10,246 tonnes; ProdExpo, Moscow – serving the Russian and Eastern Europe: Australian almond sales to this market in 2012-13 of 261 tonnes; Gulfoods, Dubai, UAE – serving the Middle East, North Africa and Central Asia: Australian almond sales to this market in 2012-13 of 13,591 tonnes; Foodex, Japan – serving East Asia and South-East Asia: Australian almond sales of 1920 tonnes to this market in 2012-13. INC Congress meeting in Melbourne The ABA will also monitor and provide feedback on market access issues as well as work collaboratively with the Almond Board of California. Research Insights Innova research reports on new product launches around the world highlight the
Market Categories for Almond NPD in Australia Name
26 24 21 19
Cereal & Energy Bars Snack Nuts & Seeds
7 5 4 4 2 2 2 2 1 1 1 1 1 1 1
Baking Ingredients & Mixes
Cakes/Pastries & Sweet Goods
Other Meal Components Milk & Other Dairy Drinks
Dairy Alternative Drinks
Export Market Development
During the 2012-13 marketing year, total sales of Australian almonds were 48,397 tonnes, comprising an export trading program of 31,047 tonnes and the domestic Australian Almond Driver program of 17,350 tonnes.