Consumer usage and attitude tracking 2023/24 (MT23201)

The Hort IQ Usage and Perceptions Tracker is a continuous monitor of Australian consumer attitudes and behaviours relating to fresh produce.  It aims to provide Hort Innovation and its associated stakeholders with a view on important consumer metrics, which can inform strategic decisions. 

The tracker consists of a monthly 15–20-minute survey of 800 Australian main grocery buyers, per month. The sample was weighted to be nationally representative (by gender, age, and location) to reduce demographic bias.  The survey captured:  

By capturing this knowledge and tracking it over time, this program has helped the Hort Innovation marketing team make key decisions on marketing strategy, including level of campaign investment, key motivations to communicate, and packaging.  The program also provides important thought leadership to the fresh produce industry, by highlighting notable trends and issues that might improve the industry’s overall understanding of the consumer landscape. 

The program produced a number of reports flowing from these campaigns and thought leadership investigations, along with capturing the overarching learnings and trends in consumer attitudes and behaviour.  These reports are accessible within Hort IQ.