Driving demand for California Almonds is one of the main objectives of the Almond Board of California (ABC). It follows then that one of the primary functions of the Global Market Development Committee (GMDC) is to identify and prioritize market opportunities for demand growth. Using consumer research,
shipment data and socioeconomic trend analysis, the GMDC helps make sure that ABC’s market investments yield the highest possible return.
Those countries highlighted in orange are those that have
been identified as Established Markets; those in red are
Part of the strategy is to balance risk and reward by investing in growth opportunities spread across both established and emerging markets. There has been nice stable growth in established markets, such as the U.S. and Canada, where consumers continue to show increased awareness of and interest in healthful eating options. In emerging markets, such as China and India, despite recent shipment volatility, there is substantial
long-term growth potential due to a burgeoning middle class with
greater disposable income.
With abundant opportunities all around the world, one of the GMDC’s most important principles is to provide focus through prioritization to ensure that limited resources are applied to a few select, high-potential programs. Then we have to be patient; changing consumer perceptions and purchasing behavior can take many years. It is important to stick with the plans to ensure the maximum return on investment.
Over the last several years, we have seen strong global increases in consumer awareness of almonds and “healthy” ratings of almonds by consumers. The key is leveraging our successes by sharing insights across markets and applying established market learning to emerging market development efforts. Consumer targets may vary from market to market, and our strategy differs accordingly, but the overall objective is always the same — build
demand for California Almonds.