可可的消费者和Maltra食品的消费者是众多的。一方面，他们越来越注重健康，另一方面，在开发可可消费市场的研究方面也有了最近的发展。研究发现，可可及其某些变种对人体健康有益，因此需求很高(Brennan and Croft, 2012)。此外，低咖啡因含量的可可的研究和生产也在进行中，这甚至会发展对它的需求。
The marketing environment comprises of the micro and macro trends and forces that hold the market together. The most significant micro factors of a business are its customers, competitors, suppliers, the public, the employees and employee unions and the marketing intermediaries as well.
The consumers of cocoa and the customers of Maltra Foods are numerous. While on one side they are becoming health-conscious, there have been recent developments on the research side which has developed the market for cocoa consumption. It has been found that cocoa and its certain variants are beneficial to one’s health, thereby making the demand high (Brennan and Croft, 2012). Moreover, the research and production of cocoa with lower caffeine content is also on the go which shall even develop the demand for it.
Maltra, even though fairly leading the Australian and nearby markets, faces stiff competition from the global leaders of cocoa production who are well-renowned over the world and in terms of volumes of business as well. With regard to supply, they need to depend on the local and small family-run production businesses. However, there are other brands that have been investing in to develop sustainable production methods in Australia.