There remains a significant opportunity for growth if the 40% of households who buy nuts but not almonds could be converted and if the 40% of households that do buy some almonds, do so more frequently. Growing consumption with healthy almonds During the last three months, we have continued to communicate the key health messages associated with eating a handful of almonds every day. In June, a key feature of our exhibition at the Melbourne Good Food & Wine Show was the research of Dr Sabate, one of the world’s leading medical researchers into the health benefits of nuts and almonds. Another important health message has been the research that found we actually absorb 20% less calories that is stated on the back of almond packets. This is due to new research techniques that are more accurate than the much older methodology that underpins the Nutritional Information Panels that are required to be used for retail packs. This key message of “20% less calories than you think” was also promoted online during June and July. We used three websites: • www.bestrecipes.com.au • www.taste.com.au • www.kidsport.com.au
During the total advertising period of mid-May to mid-August, these pages were served to consumers 5.7 million times with 6,667 people clicking through our www. amazingalmonds.com.au For further information contact: Joseph Ebbage Marketing Program Manager Almond Board of Australia P 0407 543 340 E: email@example.com
Almond New Product Development MAT June 2013 Nut Product Count Peanut 9,007 Almond 6,761 Walnut 1,306 Cashew 916 Pistachio 568 From an Australian perspective, 116 new products were launched in 2012-13 that included almonds which ranks Australia 16th out of the 71 countries registered by Innova. The Nielsen Homescan research indicates that almonds increased its household penetration level to 47%, up from 46.5% last year. From this sample of 10,000 Australian households, almonds have the highest household penetration rate within the nut category, with mixed nuts having a penetration rate of 46.8% and cashews of 44.8%. However, given that 87% of Australian households purchased some nuts during the past year, but only 47% of these purchased almonds, there remains 40% of Australian households who buy nuts, but not almonds. Another key metric from Homescan is the split between single and ‘two or more times’ buyers. Within the almond category, 60.4% of households buy multiple times. This is a higher share than any other of the nut categories. However, 40% of households who buy almonds only do so once a year.
Australian Almonds have 20% fewer calories than you think