The way consumers think about food, health and snacking is constantly adapting, shaped by shifting lifestyles, wellness priorities and cultural influences. For the Australian macadamia industry, staying ahead of these changes is essential to understanding how macadamias fit into modern diets and the strategic opportunities they present for food and beverage brands looking to innovate in response to evolving consumer expectations.
That’s why we recently conducted a large-scale consumer study, surveying more than 6,000 people across Australia, Japan, China, South Korea, the USA and India. The respondents were aged 18-74 years of age, had consumed nuts in the past six months, were their household’s primary shopper and were aware of macadamias.
The findings revealed important insights into how these consumers approach diet, snacking and nutrition today. In this first of a two-part series, we dive into key takeaways from the research.
The enduring role of snacking
Snacking is no longer just about convenience. It’s an integral part of how people manage their energy, mood and overall nutrition. Most respondents (60%) said they snack multiple times a day, with 75% agreeing snacks are an effective way to achieve an energy boost. Emotional wellbeing is also linked to food choices, with 68% saying they snack to manage their mood. Three quarters of respondents said they’re looking for ways to make their snacking habits healthier.
However, not all markets snack in the same way or to the same extent, with China and India emerging as the most enthusiastic snackers in our study:
- 77% of Chinese and 83% of Indian consumers snack multiple times daily
- 91% of Chinese and 95% of Indian consumers actively seek healthier snack options
- 50% of Chinese and 70% of Indian consumers prefer snacking throughout the day rather than sticking to three structured meals
Globally, the number one factor influencing snack choices was health and nutritional value (30%), followed by taste (24%). However, regional variations exist. In South Korea, taste is king (35%), while in Japan, price and affordability play a bigger role (21%).
Nuts: the snacker’s ultimate staple
Nuts remain a go-to choice for snackers, with 70% of consumers eating them as a standalone snack on a daily or weekly basis. In India (91%), China (75%) and South Korea (74%), nuts are even more deeply embedded in daily and weekly eating habits.
Beyond snacking, nuts are also valued for their health benefits. Globally, 63% of consumers say they eat nuts specifically to support their wellbeing, with even stronger numbers in India (90%), China (67%) and South Korea (69%).
Interestingly, nut butters and nut milks remain underutilised, with 41% rarely or never consuming nut butter and 47% rarely or never consuming nut milk. This presents a clear opportunity for food brands looking to innovate in the plant-based category.
Specific diets: more talk than action?
Despite ongoing global conversations about dietary trends, 74% of respondents said their household doesn’t follow any particular diet. That said, dietary needs are more diverse in certain markets.
- In India, 47% of households report having specific dietary needs, including vegetarian (21%), Halal (12%), gluten-free (11%), dairy-free (10%), egg-free (10%), intermittent fasting (10%) and vegan (9%)
- Diabetes is a key concern, with 9% of all respondents having a diabetic household member, higher at 13% in the USA and 19% in India
From balance to protein: the current health goals landscape
Consumers are increasingly focused on balance and nutrition, with 55% saying their top personal health goal is to eat a balanced and healthy diet. Other outcome and ingredient-based priorities include:
- Eating more protein (42%)
- Improving weight (41%)
- Improving gut health (41%)
- Eating more plant-based foods (37%)
India once again stands out, with consumers prioritising protein (69%), gut health (55%) and plant-based eating (50%) at significantly higher rates than other markets.
Great expectations: what consumers want from their food
Food does so much more than just satisfy hunger, with consumers actively seeking a host of functional benefits:
- 48% prioritise healthy snacks
- 42% look for foods that boost energy
- 42% focus on maintaining a healthy body weight
- 42% want fibre for digestion and gut health
- 39% seek foods that support healthy ageing
Diving deeper into specific markets, in India, USA and Australia, many people are also seeking heart health benefits from their food at 66%, 52% and 46% respectively. Meanwhile, Japanese consumers lean more towards a desire for indulgence (36%), placing less emphasis on healthy snacks.
When asked to rank specific food benefits, helping to achieve or maintain a healthy body weight was most commonly ranked as most important across all markets.
Looking at market-specific nuances, mood boost and heart health tied as the top ranked priorities in China, while in South Korea healthy ageing support ranked marginally ahead of weight maintenance. In India, heart health was the most common top priority.
The key influences behind nut-buying decisions
When it comes to deciding which nuts to buy, taste is the top factor, with 20% of consumers across all markets saying this is what determines their choice. Macadamias (45%), almonds (47%), and cashews (47%) are regarded as the most delicious nuts.
Macadamias scored higher on taste in Australia and China, with 56% of Australian respondents saying macadamias taste great and 50% in China – ranking well ahead of this market’s second choice at 35%.
Health plays a key role in nut purchase decisions too, with 83% of respondents globally saying that the nutritional content and health benefits of a nut is important to them. This number rises to 93% in India, 92% in China and 86% in South Korea.
Price plays a role as well, but this differs between markets, with Australia, USA and Japan being more price sensitive and China and India ranking price as less of an influence on their purchase decision.
Why the where and how of nut production matters
More than ever, consumers care about how and where their food is grown. When purchasing nuts:
- 58% globally say sustainable and ethical production is important
- India (82%) and China (78%) place an even greater emphasis on this
Country of origin also matters:
- 55% globally consider origin an important factor when buying nuts
- This rises to 65% in South Korea, 66% in India and 77% in China
What’s next?
The next instalment in this series will take a closer look at the macadamia-specific insights from this research. If you’re not already subscribed, sign up to The Macadamia Review using the form below to be the first to know when the next findings become available.
If you require any further information in the meantime, contact an Australian macadamia supplier or Australian Macadamias Market Development Manager Jacqui Price.
