Marketing Matters Joseph Ebbage Market Development Program Manager
Positive Sales Results The domestic sales of Australian almonds have grown solidly over the first four months of our marketing year with a 15% increase for the period over the same time last year. This was driven by particularly strong sales growth in March and April. From an export perspective, the ABS statistics for the financial year to the end of June 2014 show an extraordinary increase in both sales volume and value. The Australian Almond Industry exported 65,956 tonnes of almonds in 2013/14 worth $468 million. This was 78% of all Australian nuts exported in the period.
Qualitative Research in Indonesia Indonesian direct imports of almonds from California are very small within the global almond market. However, an earlier Australian almond industry visit to Jakarta in 2013 for Food & Hotel Indonesia, highlighted that the almond snack packs sold in Indonesian supermarkets were manufactured in other parts of Asia and imported into Indonesia. Examples included the Camel and Tong brands of nut snacks. The true sales volume of almonds in Indonesia is not known. The evolving socio-demographic structure of Indonesia supports the view that there is the potential to develop a significant almond market. The Indonesian department of statistics estimates that the highest-wealth segment - the A class - is approximately 10% of the total population. Given a total population of 240 million people, this translates to 24 million peopole, which is more than the entire Australian population. The key objectives in conducting qualitative consumer research in Indonesia were to evaluate if there were any significant consumer- based barriers that would negate these structural advantages. Given the importance of evaluating the Indonesian consumer response to the taste of almonds, qualitative research was the most appropriate methodology. Roy Morgan’s Jakarta team were engaged to recruit, conduct and report on the focus group discussions and taste-testing. These groups were held from May 5 to 9, 2014. Four almond samples were taste-tested: dry roasted almonds; roasted and salted almonds; smokehouse-flavoured almonds and honey-roasted almonds. Overall, there did not appear to be any significant consumer barriers to entry for Australian almonds into Indonesia. This includes any perception that almonds principally come from California. The key taste outcome was that the taste of almonds did not represent a consumer barrier. The majority of participants found a flavour-type or types that they enjoyed. There appears to be a matrix of opportunities for Australian almonds into Indonesia involving the two key consumer drivers of taste and health as well as two major retail categories, namely the Salty Nut category and the Fresh Produce category. The International Nut Council’s annual Congress was held in Melbourne from May 20 to 22. The Australian almond industry participated through an exhibition booth to provide the 860 delegates with an update on our 2014-15 crop. It should be noted that 750 of these delegates were from outside Australia. The Almond Board of Australia also hosted a delegation of customers, principally from India, to a tour of the Melbourne Cricket Ground with a networking event at its conclusion. Domestic Marketing Update Educating health professionals remains a core part of our domestic marketing program for the Australian almond industry. We seek to influence these key influencers by presenting the latest nutritional information at major health professional conferences and through Promoting Australian Almonds during the INC Congress
ALMONDS - Total
Jul- Jun Chg LY
Value (M AUD)
$ per kg
Almond kernels (shelled almonds) accounted for 68% (A$318m) of the value of almond exports and lifted 147% due to a combination of a strong increase in both the volume exported and the unit values per kilogram.
ALMONDS - Shelled YTD Chg LY Volume (tonnes) 39971 75% Value (M AUD) 318.01 147% $ per kg $7.96 41%
The United Arab Emirates was the leading single destination whilst Europe led overall by region. Almonds in shell accounted for 32% of the almond exports worth A$150.3 million and 25,986 tonnes (actual unconverted).
ALMONDS - in Shell
Jul- Jun Chg LY
Value (M AUD)
$ per kg
India was the leading destination accounting for over 88% of the almond in shell exports and which increased 83% over the previous year.
Export Market Development Update There were two export marketing activities conducted during the June Quarter: a qualitative consumer research project in Jakarta and an Australian Almond Exhibition during the International Nut Council’s annual conference. Both of these activities took place in May.