Consumer attitudes to nuts in the marketplace

D.L. McNeil
This paper briefly reviews the last 5 years of nut (principally walnut) value chain research of the author. The premise is the need for value capture along the chain by increasing fitness for purpose (quality) if growers are to receive additional payments and consumers are to receive greater satisfaction. It shows that actions taken by intermediaries (marketing efforts, purchasing goals) can affect final products and that needs change over time and in different locations. Finally, it reviews how supermarket loyalty card data can be used to determine segmented consumer attitudes to purchasing decisions. This is in terms of elasticities, cross elasticities and time dependant purchasing. By incorporating basket information, loyalty card data can also provide indications of product usage. Taken together these data can inform marketing decisions as well as indicate when, where and how businesses should interact with the value chain to improve their returns by enhancing its efficiency and effectiveness.
McNeil, D.L. (2016). Consumer attitudes to nuts in the marketplace. Acta Hortic. 1109, 1-10
DOI: 10.17660/ActaHortic.2016.1109.1
elasticity, price, demand, quality, walnut

Acta Horticulturae