Page 31 - AMEFT Journal 2021-4

Gift-worthy Macadamias: Richest tasting nut
There’s good news for those manu- facturers and retailers including macadamias in their line up for the 2021/22 holiday season, with research just out showing the majority of con- sumers think macadamias are gift- worthy.
As Christmas and Chinese New Year approaches, research by the Austra- lian macadamia industry reveals that macadamias have a strong association to gift giving, with 61% of respondents globally agreeing that macadamias were suitable for gifting. The research carried out in Australia, Japan, China, Taiwan, South Korea and the USA, also found that compared to all other nuts, macadamias universally owned the gift-giving space across every market surveyed. Australia is the world’s ma- jor producer of macadamia kernel and macadamias are Australia’s fourth larg- est horticultural export.
When it comes to why macadamias hold such a strong association with
gift-giving, the answer could well lie in how they make people feel dur- ing a consumption moment. The research revealed that macadamias evoke feelings of being the most spe- cial and superior of all nut types. In Japan, macadamias are also consid- ered to be richest tasting nut, while in Taiwan they’re seen as being from trustworthy origins more so than other nuts.
On top of this, 57% of respondents associated macadamia nuts with luxu- ry and indulgence, while 61% see them as premium. Australian Macadamias, Market Development Manager, Jacqui Price says featuring macadamias as an ingredient in gifting products makes a gift more special.
“During the pandemic it’s been easy to feel disconnected and out of touch from friends and family. As the holiday season rolls around, gift-giving is the perfect way for people to reig- nite their connection with those close
to them, whether that’s in person or sending a package from miles away”, she said. More than a third of consum- ers across all markets also said social- ising was key to their well-being, and the holiday season offers the perfect opportunity to reconnect with loved ones. Macadamias have the poten- tial to bring people together in social consumption moments, performing twice as well as other nuts in relation to social consumption occasions such as casual gatherings with friends and family, hanging out and socialising and at celebrations or parties.
Jacqui Price also highlights the health benefits of gifts containing macada- mia nuts. “When looking for gifts this year, people should be mindful of how they can best benefit the person who they’re giving to. By giving them some- thing with macadamias nuts in it, they are giving them a gift that is reward- ing to health and proven to elevate mood.”, she added.
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AMEFT 4 2021 31
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