Healthy snacking

New research shows macadamias are a gift worth giving

By Gill Hyslop

- Last updated on GMT

The majority of consumers surveyed said macadamias are bang on the gifting mark. Pic: Australian Macadamia
The majority of consumers surveyed said macadamias are bang on the gifting mark. Pic: Australian Macadamia

Related tags macadamia Australian macadamia industry Market research gifting

The relentless pandemic has exemplified the disconnect from friends and family for millions of consumers around the globe, which is why the upcoming holidays such as Hannukah (28 November-6 December), Christmas (25 December) and the Chinese New Year (1 February), among others, are more important than ever.

Gift-giving is a great way to feel closer to others and goes a long way in building up mental health. It can also be a great boost to physical health and way to feel-good about the environment.

Owning the gifting space

Research by the Australian macadamias industry found that 63% of consumers believe macadamias tick all these boxes. The research also showed that macadamias owned the gifting space in every market surveyed compared to other nuts.

Australian Macadamias commissioned research based on 6,014 individual surveys with consumers in Australia, China, South Korea, Japan, Taiwan and the USA. Conducted by the Singapore regional office of independent research agency Kantar, the research was conducted between August and October 2020.

61% of respondents agreed that macadamias are bang on the gifting mark – and when it comes to why they hold such a strong association with gift-giving, the answer lies in how they make people feel.

The research by Australian Macadamia revealed the nut is deemed as ‘the most special’ and ‘superior of all nut types’. In Japan, macadamias are also considered to be ‘richest tasting nut’, while in Taiwan, they’re seen as being from ‘trustworthy origins’, more so than other nuts.

Topping this 57% of the survey’s respondents associated macadamia nuts with ‘luxury and indulgence’, while 61% consider them to be a ‘premium’ ingredient.

This makes featuring macadamias as an ingredient in snacks even more enticing, Australian Macadamias Market Development Manager Jacqui Price told this site.

“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 reignite their connection with those close to them, whether that’s in person or sending a package from miles away,” ​said Price.

Bringing people together

More than a third of consumers across all markets also consider socialising a key to their wellbeing and are expecting the upcoming holiday season to be the perfect time to reconnect with loved ones.

“Macadamias have the potential 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,” ​said Price.

This doesn’t even take into account the mega nutritional and health properties of the nuts.

Macadamia nuts are rich in vitamins, minerals, fibre, antioxidants and healthy fats, and their potential benefits include weight loss, improved gut health, and protection against diabetes, metabolic syndrome and heart disease.

“When looking for gifts this year, people should be mindful of how they can best benefit the person they’re giving to. By giving them something with macadamias nuts in it, they are giving them a gift that is rewarding to health and proven to elevate mood.”

Australia is the world’s major producer of macadamia kernel, and macadamias are Australia’s fourth largest horticultural export. There are approximately 800 growers producing more than 46,000 tonnes per year, with 75% of the crop exported to more than 40 countries.

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