Macadamias are perceived by consumers as a unique and premium nut that is meant to be savored. They occupy a special place compared to other nuts due to their rich, creamy texture and higher price point. Consumers view eating macadamias as a small luxury and treat, describing ideal moments of enjoying them slowly and mindfully with wine, chocolate, or during leisure activities. The premium image of macadamias is supported by perceptions of their health benefits and that they are carefully grown in Australia.

1. Keeping the consumer excited about our product
Prepared by: Brent Wallace
CEO Galileo Kaleidoscope
15 October 2014

2. Keeping the consumer excited about Macadamias…

3. THE BEST WAY TO EXCITE CUSTOMERS IS TO GET INTO THEIR
MINDS, SPEAK TO WHAT IS RELEVANT TO THEM
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4. THE PRIMARY REASON PEOPLE EAT NUTS IS BECAUSE OF THEIR
PERCEIVED HEALTH BENEFITS
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“I definitely eat more nuts now, and I don’t eat
packets of chips or any type of snack that is high in
sugar and fat. I have been more aware of food the
past few years”
“I eat nuts most days they are a quick and healthy
alternative to a lot of sweet and fatty snacks”
“Selenium is a mineral that has anti-oxidant
properties and we should get… brazil nuts are a
great source and something that can help with a
sluggish thyroid– which I have”
“Snacking on nuts is better than eating other
snacks because I know it tastes great and has
additional health benefits”
“I decide what to eat, nuts vs. bad stuff”
“They are packed full of good fats, are low-carb”
“They contain protein… essential fatty acids, either
omega 3 or 6 or 9, I get confused which”
“They are good at keeping cholesterol down and
and contain good fats”
“Nuts do contain good fats, vitamins, minerals”
“I have read studies showing people who eat nuts
have lower blood pressure, less risk of heart
disease, and typically lower weight than people
who don’t eat nuts… no downside”
“They have fibre for digestive health”
“High omega 3, low omega 6, high protein, no
sugar… they are nourishing for your body”
Nuts are one of the only “guilt-free” snacks…….

5. MACADAMIAS ARE A PRODUCT THAT OFFERS A UNIQUE EATING
EXPERIENCE FOR CONSUMERS
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The most rich and decadent nut
Macadamias are described
sumptuously by those who love
AND those who don’t love
them– oiliness is the biggest
asset or drawback, depending
on who you ask
PROS: CONS:
EXPENSIVE
FATTENING
LACKS
VERSATILITY
TOO RICH
TASTY
RICH
MAKES
DESSERTS
BETTER
NATIVE
TASTE AND TEXTURE DESCRIPTORS:
Oily
Melt-in-your-mouth
Delectable
Creamy
Buttery
Delicious
Smooth
Rich
Satisfying
Buttery
Natural
Fresh
Creamy
Nutty
Moorish
Sweet
Subtle
Soft
Crunchy
Round
“My favourite nut is
definitely the
macadamia nut eaten
on its own, naturally.
It has a flavour &
texture unlike any
other and it’s really
healthy for you!”
The rich and buttery taste of macadamias combine with the smooth, creamy, crumbly texture of macadamias to
make a nut unlike any other. – description
“This is a spot on description, and no other nuts have this uniqueness” Loyal, Male
soft crunch

6. THE PERCEPTION OF MACADAMIAS OCCUPIES A PLACE IN THE
UNIVERSE OF NUTS THAT IS ALL ITS OWN
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VERSATILE
LESS VERSATILE
RARE
UBIQUITOUS

7. MACADAMIAS ARE CONSIDERED A BIT MORE SPECIAL AND TREAT-LIKE
THAN OTHER NUTS, MEANT TO SAVOUR
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Nibble… More special… Treat…
“These nuts are very tasty, they are quite
creamy, soft and crunchy. They are great
to nibble as a snack and very yummy in
biscuits they also have a very nice nutty
smell”
“I nibble on macadamia nuts with a glass
of wine and later in the evening if I feel
like something to eat that is healthy and
not too heavy. I am not a sweet eater but
rather a savoury so prefer the taste of
nuts to chocolate”
“creamy - I love to nibble at them,
making them smooth and creamy when I
eat them”
“In my experience, they've either been
nibbles or with chocolate or ice cream...”
“I love them. They make me happy when
I get to eat them because I think of them
as a treat”
“I thought I would treat myself and have
a few on that occasion. They were
delicious”
“At nearly $40 a Kilo they are a very
expensive treat”
“Fresh macadamia can be quite
expensive, especially if they have a
coating whether it be chocolate or honey
etc. For that reason I consider them more
a treat and also that when they are
covered the things they are covered with
generally aren't very good for you”
“They are a treat compared to the other
nuts”
“They are enjoyable, memorable, and a
bit fancy”
“I don’t think macadamias are your
common old garden variety of nuts. But
rather a nut that is a little more unusual
and used more sparingly”
“Crunchy, flavourful, and fancy”
“They are scarcer, maybe they are harder
to grow than other nuts”
“They are pretty expensive, so not
something you’d buy regularly”

8. THIS IDEA OF SAVOURING FITS IN WITH THE BEST MACADAMIA
MOMENTS CONSUMERS COULD CREATE…
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“My macadamia involves chocolate, and probably a
glass of milk… a movie night at home, on a cold night,
on the couch with a hot chocolate or even a glass of
milk, on the table in front of me a bowl of macadamias
and some chocolate”
“At home on my couch with my partner late in the
afternoon as I snack with a few drinks. This is the most
relaxing of times for me and when I can really enjoy the
snack, not just eat quickly and run so something
yummy like macadamias works perfectly at this time”
“Maybe taking a trip of a lifetime on the Ghan, the
outback train across central Australia. Sipping a fine
Australian sparkling Pinot, nibbling some lovely salted,
roasted macadamias, and enjoying the scenery as a
kangaroo hops by”
“Having macadamias as part of a snack food platter
including crackers, cheeses, and dips, enjoying it with a
great red wine in the company of friends”
“Lying on the beach, under the natural shade of some
tropical trees. Crystal clear water, minimal waves,
while being served fresh fruity cocktails and squeezed
juice without a care in the world. Macadamias at-hand”
“The best ever macadamia experience would be on a
cold evening in front of an open fire, relaxing. Listening
to good music, or even watching a DVD. Next to me
would be a bowl of macadamia nuts to accompany a
glass of red wine”
“A nice night with friends, chatting, savouring a bowl of
macadamias one at a time…
Imagine the best possible moment to have a macadamia…

9. THE IDEA OF “PREMIUM” BRINGS UP VERY CLEAR IMAGES FOR
CONSUMERS, OFTEN VERY HIGH-PRICED
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“The word premium means better than
average so generally would be more
expensive”
“Cost is the first association… It is not
standard”
“For some reason, when I am thinking about
premium, expensive cars come to mind”
Higher cost is the first association…
Excitement was the biggest emotion… Premium colours were agreed-upon…
Premium brands coalesced-around

10. WHEN ASKED FOR MORE EVERYDAY OR SMALL LUXURIES, FOOD
ITEMS COME UP IN DROVES
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• See-through window (food product)
• Modern design quality
• Sleek packaging (rounded, curvy, etc.)
• High-end colours (gold, blue, black, red)
• Material the packet is made of (heavy,
natural)
• Organic or farm (food product)
• Quality story or narrative
• High pricepoint
Some elements that signal premium…
When we finally tamped down their initial burst of hyper-luxury products and got them to focus on more everyday things
they bought, premium products they regularly bought for themselves– food items dominated the conversation. It seems
that in lieu of being able to afford a BMW, consumers can get a taste of the luxurious life in their food choices every day, an
opportunity for macadamias.

11. HEALTH AND PROVENANCE ARE THE BEST SUPPORT FOR
PREMIUMNESS
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“I definitely eat more nuts now, and I
don’t eat packets of chips or any type
of snack that is high in sugar and fat. I
have been more aware of food the past
few years”
“I eat nuts most days they are a quick
and healthy alternative to a lot of
sweet and fatty snacks”
“Snacking on nuts is better than eating
other snacks because it tastes great
and has additional health benefits”
“I decide what to eat, nuts vs. bad
stuff”
Australia is the birthplace of
macadamias and the largest
producer of them. Growers are
committed to using world-class
farming practices and production
is clean and green from seedling
to serving. Macadamias are a
good source of protein and are
rich in Omega-7, a great source
of good fats– and of course,
they’re delicious.
BEST SUPPORT:
Nuts are perceived as an
alternative to “bad” snacks
HEALTH PROVENANCE
“Australia kills it when it comes to
macadamias. They’re given TLC and
you’re supporting local farmers and the
economy when you buy them”
“Premium is about what’s in it, how
those ingredients were made and
sourced, what ethics the company has”
“Feel like the high price is justified by
the labour that goes into processing
them.”
“Makes me feel like there’s nothing
Aussies do better”
Australian macadamias are
farmed carefully and cleanly
+ =

12. MACADAMIAS PROVIDE A TASTE OF THE LUXURIOUS LIFE WITH
THE SIMPLICITY OF A DAILY PURCHASE
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EVERYDAY EVERYDAY LUXURY HIGH END LUXURY

13. FOUR THEMES FROM CONSUMERS THAT YOU SHOULD KNOW
ABOUT MACADAMIAS
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Consumers both in the loyal and light user bases are interested in future innovation with
macadamias, including being open and interested in trying macadamias in new ways (e.g.
cooking, outside sweet into savoury, etc.). There is a perceived gap between the ways
macadamias COULD potentially be used and the ways they are used now.
Macadamias easily stretch into the premium space. Consumers perceive them as highly
premium already. Consumers will pay a higher pricepoint (up to 10%) if added to foods, and can
add further premiumness and quality perceptions to already-premium food products. There is
large upside for macadamias in profit margin over other nuts.
Macadamias share some attributes with other nuts, but three themes emerges for macadamias
that are unique: nibble or savouring, special not everyday, and treat– they are perceived as a
little splurge because of the high pricepoint, so they automatically occupy a different space than
other nuts.
The “macadamia moment” is different than other nuts. It is a bit special and a little luxurious
for the eater. It’s not a snack for fuel but a snack for enjoyment, and one that is still perceived as
healthy at-that. How many snacks cause us to pause and take a moment in our day to treat
ourselves that is simultaneously good for us?
A
B
C
D