RedSun Hortitech recently participated in a very interesting discussion hosted by the WMO regarding accessing and developing the India macadamia market. A great deal of information was unpacked and communicated, and we are pleased to share some highlights with you.



India is the second most populated country in the world with more than 1.4 billion people. It is expected to surpass the population of China by 2026 and will continue to grow through to 2050. Youth can be a clear advantage for India in the decades to come as the country has entered a phase of demographic dividend. India has, over the years, become a sought-after retail destination with a growing base of young and affluent shoppers.

The Indian food industry is the third largest in the world, witnessing continued growth over the past few years. India is the world’s second-largest food producer after China and is expected to become the largest in the coming years. Food processors, importers, wholesalers, retailers, and foodservice operators are contributing to a rapidly expanding, lucrative agribusiness sector in India. The industry players, after reportedly grappling with logistical disruptions, are seemingly adapting to the changing global trade outlook as a new normal. India’s dynamic agriculture, food and beverage market presents a plethora of trade and investment opportunities for international businesses across the value chain.

The Indian market, like its global counterparts, has braved two significant COVID-19 waves in the last two years that have left an environment of economic turbulence. Market trends are showing that consumer spending lags from the pre-pandemic levels suggesting that market uncertainties are still prevalent. Nonetheless, a noticeable shift in consumer preferences has evolved, including a predilection for health orientated products with higher levels of food safety. This evolving consumer purchase behaviour, combined with increased availability, presents growth avenues for the tree nuts and macadamias



Jillian Laing, CEO of the World Macadamia Organisation (WMO) travelled to India to gain a deeper understanding of this emerging market for macadamias. The visit included trade meetings, market visit, meeting with KOLs, and consumer research interviews. The August 2022 trip was a week long and covered Bangalore, Mumbai & Delhi. Overall, the trade is very positive about macadamia nuts and they have experienced an increase in purchases this year. The price movement in the market has presented some challenges and this was the focus of questions by some traders. Most of the importers met with are importing kernels (mainly style 0) from South Africa, and to a lesser extent Kenya and Australia. More of the market interest is in the kernel format, but there is some availability of nut in shell (NIS) and the trade is ready to experiment this format in the future. The majority of the product is brought in by 2-3 importers and it is distributed to the wider market by them. The trade say that macadamia nuts are supplied to many parts of India, including tier 2 cities. There are some branded and private labels offers of macadamia nuts, however sale volumes are very low. The trade outlook on the market is very positive, they expect the market to over the next few years, and some estimate it could be 50,000 – 60,000 tons (NIS @ 3.5% moisture equivalent) in 7-10 years.

The discussions in meetings covered the current market trend for macadamia nuts, the role of the WMO, and our intentions to commence activities to raise awareness of macadamias in the 2022-23 marketing year. There was interest in the consumer research that was underway and learnings from other markets.