Blush pear export market research

Market research

The Australian fruit market is growing, especially the export market to Asia. The lucrative markets in Thailand and Indonesia provide an enormous opportunity for Australian pear producers to capitalise on the positive perceptions of Australian-grown produce in these countries. Little was known about consumer preference and drivers for choosing pears in Indonesia and Thailand.

Research Objectives:

To understand the appeal of ANP-0131 (marketed as Ricō®, previously known as Deliza®) and ANP-0118 (Lanya®) Pears, current and future usage, and purchase behaviour of pears.
Determine likability of texture, sweetness and crunch, and determine triggers and barriers to usage and purchase.

The research objectives focus on understanding consumer preferences that will influence pre and post harvest decisions that produce fruit for markets and consumers across Asia. This will grow market opportunities by delivering fruit that match consumer expectations.

Pear consumer testing – Indonesia & Thailand

Consumer preference study for pears in Indonesia and Thailand Download PDF in new window (Note: this document does not meet WCAG 2.0 accessibility guidelines)

Introduction to the Pear Consumer Preference tests in Jakarta, conducted in May 2016

Video transcript

Results of the blush pear consumer preference studies in Asian markets were really quite exciting and exceeded our expectations. Both blushed pear varieties were really well received by consumers in Jakarta and Bangkok. And as well as them testing the red blush varieties, we compared them to our industry standard variety, Packham's Triumph. Which, incidentally they really liked as well, but their preferences for the blush pears far exceeded Packham. The main reason for the liking of the pears where the attractive, pink blush colour, and their crisp, sweet, white flesh.

Export markets reveal a taste for Australian pears

Australian fruit growers and marketers have a better understanding of what international consumers are looking for when purchasing fruit, thanks to a series of consumer preference surveys carried out in Thailand and Indonesia.

Agriculture Victoria Project Manager, Bruce Tomkins said there were huge opportunities to grow the market for Australian pears in both countries.

“To do this however, marketers need to understand what shoppers want and prices they are willing to pay,” Mr Tomkins said.

“‘Australian grown’ was identified as a key driver for sales in all markets, but we need to provide the right cultivar of fruit, with the right physical attributes, including colour, texture and taste, at the right price,” he said.

Mr Tomkins also said now Australia had legal market access to mainland China, exports could be shipped directly to their target markets, giving Australian growers and marketers more supply chain control and influence over the condition of their product when it reached consumers.

The study looked at two new pears ANP-0131 (marketed as Ricō®, previously known as Deliza®) and ANP-0118 Lanya® in Thailand and Indonesia and compared them to the well-known Packham pear. Key findings included:

A price point under 70,000 IDR (AU¹ $6.51) per kg for Indonesia and under 269 TBH (AU$10.83¹) per kg for Thailand is preferred.
International supermarkets are where Indonesians like to buy fruit. Fresh Markets are the choice of Thai consumers.
Indonesian and Thai consumers prefer to buy pears individually in loose formats one to three times per week.
Consumers in Indonesia like to buy pears because they are healthy, and the whole family likes them. Thai consumers buy pears because they taste great and are versatile.

(¹XE Currency conversion as at 12 January 2018)

“The information collected is being used by industry to make decisions on what fruit to invest in and grow for export,” Mr Tomkins said.

“The information is also being shared with retailers in export markets to help ensure Australian fruit is stored, handled, displayed and promoted to maximise sales.”

Full copies of the Consumer Preference research reports are available to members of Apple & Pear Australia Limited (APAL). For a full copy of the Pear consumer preferences report, please contact APAL (http://apal.org.au/consumer-research/)

Bruce Tomkins, former researcher at Agriculture Victoria

Bruce Tomkins Agribo, Bundoora. Agriculture Victoria

The study, funded by the Australian Government through the Rural Research and Development for Profit program, with co-investment from Horticulture Innovation Australia and Agriculture Victoria.