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Beechworth Honey – New Product Testing and Consumer Focus Groups

The challenge of entering the China market has become an increasingly important one for Western companies of all shapes and sizes. Beechworth Honey, one of Australia’s most iconic and trusted honey brands, launched a push into this market in 2017.

With more than 50 varietals, a honey-infused drinks range, luxury beauty products and a new range of Manuka Tea Tree honeys, Beechworth Honey commissioned GAO to deliver a qualitative research project to understand the opportunities to engage with Chinese consumers.

GAO managed a series of structured research focus groups and product testing with the local Chinese community in Australia which aimed to:
– Identify Chinese consumers’ honey preference / consumption patterns
– Explore the factors impacting and influencing purchasing decisions
– Understand Chinese gifting preference and price points

GAO provided Beechworth Honey with significant market insights to inform market entry activities, and offered practical recommendations that could be integrated into their expansion plans.