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Japan market research - beauty, taste and innovation our new imperatives 
Prepared by: Jeff Lippold 
Head of Strategy, Havas Worldwide Tokyo 
October 16, 2014
Japan 
What are some things we need to understand about the market.
2014 AMS 40th Anniversary Industry Conference proudly presented by 
&
4 
&
&
6 
TRENDS AND FADS
7 
2013 
2014
8 
SUSTAINABILITY
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Macadamias win the Almond vs Macadamia battle. 
1,911,710 votes to 1,874,434
10 
1) Continue to build on our premium image by highlighting superior beauty & health benefits. 2) Introduce relevancy to new areas desired and a key part of the lifestyle of our targets. 3) Continue to reach out and innovate with our customers, who love the taste but need some new ideas that match with their lifestyle. 
HOW WE CAN REMAIN THE KING
Market Research Results: 
Consumption Trends, Drivers and New Opportunities
2014 AMS 40th Anniversary Industry Conference proudly presented by 
Survey completed in 2013 
To better understand macadamia nuts image and penetration of macadamia and other nut qualities amongst Japanese consumers, we conducted an online survey: 
Methodology 
Online 
Candidate Filters 
1. Males/females aged 20 to 59 (heavier female skew of approx 65%) 
2. Those who had consumed almonds, walnuts, cashews, hazelnuts, macadamias or peanuts in any format in the past 6 months 
3. Those who know macadamia nuts 
Target Region 
Kanto (Tokyo, Kanagawa, Saitama and Chiba prefectures - total population of 32 million)
2014 AMS 40th Anniversary Industry Conference proudly presented by 
Macadamia consumption frequency on the rise 
300% increase in the 2-3x weekly consumption 
220% increase in weekly and 2-3x/monthly consumption. 
Frequency of Consumption 2013 
Frequency of Consumption 2008
2014 AMS 40th Anniversary Industry Conference proudly presented by 
...and they are more everyday 
Regular Consumption (2-3 times/month or more) of Macadamias has increased across all demographic - indicating a larger percentage of people integrating Macadamias into their life.
2014 AMS 40th Anniversary Industry Conference proudly presented by 
Chocolates, snacks, sweets still preferred form 
Frequency of consumption: After peanuts and almonds, Macadamias next most popular nut. 
Type of nuts eaten in last 6 months 
Almonds 
Macadamias 
Hazelnuts 
Walnuts 
Cashews 
Peanuts 
Total 
86.5 
61.9 
36.1 
61.3 
59.4 
84.4 
Overall product forms 
Forms preferred by frequent macadamia eaters
16
2014 AMS 40th Anniversary Industry Conference proudly presented by 
Format variations appear to be a driver 
The most striking observation is that the variety of consumption methods has increased substantially. Though chocolate is still the most common form in which Japanese consume Macadamias, eating kernels, and other product extensions into cakes and breads has also increased substantially.
18
2014 AMS 40th Anniversary Industry Conference proudly presented by 
Another driver: Top ranked premium image 
Question: What do you think of Macadamia nuts in comparison to other nuts?(%) 
Far and away “premium” and “taste” drive value for Macadamias
2014 AMS 40th Anniversary Industry Conference proudly presented by 
Macadamias have strengthened their “King of Nuts” Image in Japan with a strong affinity to premium. Focusing on the beauty and skin benefits have also created more to the Macadamia story. 
Premium and Beauty powering momentum
21
2014 AMS 40th Anniversary Industry Conference proudly presented by 
The beauty story is our biggest opportunity 
Degree of interest in the quality of Macadamia features
2014 AMS 40th Anniversary Industry Conference proudly presented by 
Making the benefits more clear 
Chart: To what degree do you agree with this statement about Macadamias? 
Great taste and premium widely understood, but opportunity to add value with other elements such as health and anti-aging to add value.
24
2014 AMS 40th Anniversary Industry Conference proudly presented by 
The casual --> frequent conversion opportunity 
Macadamias 
Almonds 
Walnuts 
Peanuts 
Increasing competitive “casual” consumption (never eat -> sometimes, sometimes -> Frequently) is an opportunity.
26
27
2014 AMS 40th Anniversary Industry Conference proudly presented by 
Australia is important to storytelling 
Source is not a key driver for consumption/purchase of nuts - not just Macadamia. 
Q7. Origin is important factor in purchsase (% response) 
Almonds 
Hazelnuts 
Walnuts 
Cashews 
Macadamias 
Peanuts 
% response 
3.5% 
3.9% 
4.2% 
3.9% 
2.6% 
5.9% 
What is important, however is the context in which the source is communicated. We can see this from the levels of interest in product feature statements - when we link Australia to a quality it possesses we get much higher levels of interest. 
Degree of Interest in quality of Macadamia Features
2014 AMS 40th Anniversary Industry Conference proudly presented by 
So what we have to continue with 
Continue to drive a premium image supported through: 
A strong link between macadamias and beauty and health 
New, innovative ways to consume Macadamias - with a strong local context to increase frequency 
Integrating the Australian story in a unique and engaging way to drive awareness for the Australian product and the category as a whole.
Thank you!
Jeff Lippold - Japan market research - beauty, taste and innovation our new imperatives

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Jeff Lippold - Japan market research - beauty, taste and innovation our new imperatives

  • 1. Japan market research - beauty, taste and innovation our new imperatives Prepared by: Jeff Lippold Head of Strategy, Havas Worldwide Tokyo October 16, 2014
  • 2. Japan What are some things we need to understand about the market.
  • 3. 2014 AMS 40th Anniversary Industry Conference proudly presented by &
  • 4. 4 &
  • 5. &
  • 9. 9 Macadamias win the Almond vs Macadamia battle. 1,911,710 votes to 1,874,434
  • 10. 10 1) Continue to build on our premium image by highlighting superior beauty & health benefits. 2) Introduce relevancy to new areas desired and a key part of the lifestyle of our targets. 3) Continue to reach out and innovate with our customers, who love the taste but need some new ideas that match with their lifestyle. HOW WE CAN REMAIN THE KING
  • 11. Market Research Results: Consumption Trends, Drivers and New Opportunities
  • 12. 2014 AMS 40th Anniversary Industry Conference proudly presented by Survey completed in 2013 To better understand macadamia nuts image and penetration of macadamia and other nut qualities amongst Japanese consumers, we conducted an online survey: Methodology Online Candidate Filters 1. Males/females aged 20 to 59 (heavier female skew of approx 65%) 2. Those who had consumed almonds, walnuts, cashews, hazelnuts, macadamias or peanuts in any format in the past 6 months 3. Those who know macadamia nuts Target Region Kanto (Tokyo, Kanagawa, Saitama and Chiba prefectures - total population of 32 million)
  • 13. 2014 AMS 40th Anniversary Industry Conference proudly presented by Macadamia consumption frequency on the rise 300% increase in the 2-3x weekly consumption 220% increase in weekly and 2-3x/monthly consumption. Frequency of Consumption 2013 Frequency of Consumption 2008
  • 14. 2014 AMS 40th Anniversary Industry Conference proudly presented by ...and they are more everyday Regular Consumption (2-3 times/month or more) of Macadamias has increased across all demographic - indicating a larger percentage of people integrating Macadamias into their life.
  • 15. 2014 AMS 40th Anniversary Industry Conference proudly presented by Chocolates, snacks, sweets still preferred form Frequency of consumption: After peanuts and almonds, Macadamias next most popular nut. Type of nuts eaten in last 6 months Almonds Macadamias Hazelnuts Walnuts Cashews Peanuts Total 86.5 61.9 36.1 61.3 59.4 84.4 Overall product forms Forms preferred by frequent macadamia eaters
  • 16. 16
  • 17. 2014 AMS 40th Anniversary Industry Conference proudly presented by Format variations appear to be a driver The most striking observation is that the variety of consumption methods has increased substantially. Though chocolate is still the most common form in which Japanese consume Macadamias, eating kernels, and other product extensions into cakes and breads has also increased substantially.
  • 18. 18
  • 19. 2014 AMS 40th Anniversary Industry Conference proudly presented by Another driver: Top ranked premium image Question: What do you think of Macadamia nuts in comparison to other nuts?(%) Far and away “premium” and “taste” drive value for Macadamias
  • 20. 2014 AMS 40th Anniversary Industry Conference proudly presented by Macadamias have strengthened their “King of Nuts” Image in Japan with a strong affinity to premium. Focusing on the beauty and skin benefits have also created more to the Macadamia story. Premium and Beauty powering momentum
  • 21. 21
  • 22. 2014 AMS 40th Anniversary Industry Conference proudly presented by The beauty story is our biggest opportunity Degree of interest in the quality of Macadamia features
  • 23. 2014 AMS 40th Anniversary Industry Conference proudly presented by Making the benefits more clear Chart: To what degree do you agree with this statement about Macadamias? Great taste and premium widely understood, but opportunity to add value with other elements such as health and anti-aging to add value.
  • 24. 24
  • 25. 2014 AMS 40th Anniversary Industry Conference proudly presented by The casual --> frequent conversion opportunity Macadamias Almonds Walnuts Peanuts Increasing competitive “casual” consumption (never eat -> sometimes, sometimes -> Frequently) is an opportunity.
  • 26. 26
  • 27. 27
  • 28. 2014 AMS 40th Anniversary Industry Conference proudly presented by Australia is important to storytelling Source is not a key driver for consumption/purchase of nuts - not just Macadamia. Q7. Origin is important factor in purchsase (% response) Almonds Hazelnuts Walnuts Cashews Macadamias Peanuts % response 3.5% 3.9% 4.2% 3.9% 2.6% 5.9% What is important, however is the context in which the source is communicated. We can see this from the levels of interest in product feature statements - when we link Australia to a quality it possesses we get much higher levels of interest. Degree of Interest in quality of Macadamia Features
  • 29. 2014 AMS 40th Anniversary Industry Conference proudly presented by So what we have to continue with Continue to drive a premium image supported through: A strong link between macadamias and beauty and health New, innovative ways to consume Macadamias - with a strong local context to increase frequency Integrating the Australian story in a unique and engaging way to drive awareness for the Australian product and the category as a whole.