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World Macadamia Symposium
European Market – for the long haul
Preamble
• At just under 6,000 MT, the EU (collective) is the second largest consumer of macadamias
• During the first decade of the 21st century, the macadamia industry enjoyed unparalleled growth due to the geographic expansion of the snack market
• However, today we face some significant challenges in Europe
Comparative Market Share - COO
2,006 1,945 1,644
2,513 2,591 2,766
0
1,000
2,000
3,000
4,000
5,000
6,000
FY09 FY10 FY11
Vo
lum
e (
MT)
EU MACADAMIA IMPORTS BY FY BY COO
AUSTRALIA SOUTH AFRICA KENYA MALAWI OTHER
Germany’s Impact
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
FY10 FY11 FY12
Vo
lum
e (
kg)
MACADAMIA IMPORTS TO GERMANY
Comparative Values – Tree Nuts
-100%
-50%
0%
50%
100%
150%
200%
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 % d
iffe
ren
ce t
o t
he
ave
rage
wh
ole
sale
pri
ce
Wholesale price of tree nuts imported into the European Union - % difference to the average
Almonds Cashews Macadamias Pistachios (NIS) Walnuts Average/Index
RETAIL SALES IN GERMANY – av. RSP
€13.78 €13.84 €13.94 €14.47
€17.01 €17.21 €16.96
€18.91 €19.45 €19.89
0.00
5.00
10.00
15.00
20.00
25.00
0
100
200
300
400
500
600
700
800
Mar Qtr 2010
Jun Qtr 2010
Sep Qtr 2010
Dec Qtr 2010
Mar Qtr 2011
Jun Qtr 2011
Sep Qtr 2011
Dec Qtr 2011
Mar Qtr 2012
Jun Qtr 2012
Pri
ce p
er k
g (E
uro
)
Vo
lum
e (0
00
s kg
)
VOLUME (TOTAL ALL BRANDS) AVERAGE PRICE
Market Development
Ice Cream 12%
Savory Snacks 52%
Confectionery 19%
Bakery and
Cereals 13%
Dairy Food 4%
New product launches using macadamias 2002-2011: Europe
The long haul
• All of the element exist for long term consumption growth – wealth, cultural nut consumers, premium food consumers and an aging population
• The industry must diversify its interests beyond the snack category – AMS initiative
• The challenge is to better understand and communicate our product’s usp to the broader European food industry
