It’s been said countless times, but it’s true: 2020 was a year like no other. We watched in horror as bushfires consumed Australia in January and riots rocked many parts of the globe. We’d barely caught our breath before launching straight into a global pandemic that confined many parts of the world to their own homes for weeks and months on end.
As if that wasn’t enough, the drawn-out conclusion to the US election capped off an already exhausting year. We all lived it and it’s had a deep impact on consumer psyches, leading to heightened interest in topics like immunity and transparency, as well as driving even more interest in plant-based and sustainability narratives.
The best of 2020
These stories are the ones that got people talking (and clicking) during this tumultuous time:
It’s not surprising that people were looking to the future in 2020! This story, featuring our consumer insights into Generation Z (currently 15-25), exposed the five key narratives of this generation that will shape the food landscape of the future. Hint: cultural rediscovery, transparency and true ‘feel good food’ are intertwined in the core values of this generation, and macadamias play an important role in each.
The tensions of 2020 bent the expectations of many consumers, but our macro trends report highlighted precisely how the concepts of convenience, sustainability and identity have shifted. With important insights about how COVID-19 has impacted consumer behaviour, this was a popular piece in 2020.
#3: THE MACADAMIA SUSTAINABILITY STORY
With sustainability and transparency becoming key concerns for consumers, it’s nice to know that the Australian macadamias sustainability story is a good news tale. This article explained exactly how macadamias are meeting the sustainability demands of the conscious consumer.
#4: THE MOST INSPIRING MACADAMIA PRODUCTS OF 2020
There was no shortage of innovation with macadamias during 2020, despite the supply chain and consumer behaviour disruptions that were hallmarks of the tumultuous year. From beer to milk and everything in between, this story revealed the top 20 macadamia products of 2020 from around the globe.
#5: KIKKOMAN MACADAMIA MILK LAUNCH
Kikkoman relied heavily on the Australian origins of their ingredients to promote their new macadamia milk launched in the Japanese market in November 2020. Harnessing the Japanese love of macadamias in confectionary products, this 100% macadamia milk may be just the beginning of Kikkoman’s plan to surprise and delight a younger generation with macadamia products.
#6: SPREADING THE WORD ABOUT ‘BUTTA’
One story from the beginning of the year that got everyone talking was our report on the launch of Milkadamia’s non-dairy product ‘Butta Bing, Butta Boom’ into Wholefoods stores in the US. It’s just another example of the important role macadamias can play as consumers continue to trend towards plant-forward choices.
#7: RESHAPING THE ALLERGY CONVERSATION
Nuts have traditionally been excluded from baby food due to allergy concerns. However, our February article on the Bloom baby food product line by Brookfarm showed how their inclusion of macadamias and other nuts can tap into the latest research around nuts, children and immunity.
What’s next?
The widespread disruption of 2020 gave rise to trends and behaviours that will undoubtedly continue into 2021. We are seeing the emergence of consumers – both young and old – who care more about sustainability and transparency than ever before. To meet their demands, the plant-based innovation is set to continue into 2021, and macadamias are well-placed to be part of it.
