The Established Markets Subcommittee was formed to focus on development of key markets that have the greatest growth potential for California Almonds as well as being further along the development continuum in that:
- Distribution networks are in place;
- Product is easily accessible to a large portion of the population; and
- Consumers are relatively easier to target and reach in promotional communications.
According to the Global Market Development Analysis that was completed in 2011, the top established-market opportunities are North America (the U.S. and Canada) and the EU 3 (France, Germany and the U.K.), The U.S. is the single largest destination for California Almonds, generally representing approximately 30% of consumption, and is the second-largest growth market based
on incremental volume potential by 2016. The largest market still has the potential to grow significantly larger.
The three target European countries also demonstrate positive growth trends over the short to midterm. Although these markets tend to have less trade disruption, the Established Markets Subcommittee works closely with other Almond Board committees
to keep abreast of changing policies and regulations that could impact market performance, or even consumer demand.
The North America and EU 3 regional programs, under the
supervision of the Established Markets Subcommittee, communicate to multiple audiences, including food professionals, health professionals and consumers. The majority of the budget and focus is communicating to consumers through public relations
(PR) and direct advertising. Many of the nutrition studies in the U.S. are relevant to Europeans, increasing efficiencies of our research and PR efforts.
Maintaining communications with food professionals about the
versatility of and consumer demand for almonds in these markets is essential to keeping almonds top of mind as a preferred ingredient.
Social media was launched in North America in early 2013 as the newest component of the communications mix. Now you can visit California Almond pages on Facebook, Twitter, Pinterest and Instagram, and a Facebook page was recently launched in the U.K.
If you’d like to follow Established Markets Subcommittee activities, see About the Almond Board on the Almond Board website.