Consumer Usage & Attitude Study: Insights into Frozen Fruit Pulp Preferences

Frozen fruit pulp is a growing segment in India, offering convenience, taste, and nutrition. Our client, a reputed food & beverage brand, wanted to understand the category Frozen Fruit pulp in amongst the regular consumers of the category in Delhi NCR and Bangalore. MarketGenics conducted the study to assess consumer evaluation of taste, sensorial, uniqueness and purchase intention in order to decide if the product can be taken forward, and whether any fine-tuning is needed. 

Understanding the Respondent

MarketGenics conducted in-depth qualitative research among working women, homemakers, and students in Bangalore and Delhi NCR. These diverse segments reflected key consumer demographics for frozen fruit pulp. Respondents’ food habits varied between health-focused choices and the need for convenience, providing insights into different usage patterns and preferences.

Understanding the Category

Frozen fruit pulp offers convenience, taste, and nutrition. Consumers appreciated its use in juices, desserts, and traditional recipes, with decision drivers including natural flavor, consistent quality, and minimal preservatives. Health-conscious participants valued the retention of nutrients and perceived low processing in these products. Key attributes such as taste, texture, and freshness were non-negotiable.

Purchase Preferences

• Price Preferences: Respondents favored pricing slightly above fresh fruits if balanced with convenience and quality.
• Packaging Preferences: Compact, resealable, and eco-friendly packaging stood out as significant preferences, with transparency boosting trust in product quality.

Understanding Brand Preference

• Brand Awareness: Consumers recognized leading players but highlighted a gap in trusted brands exclusively offering frozen fruit pulps.
• Understanding the client’s Brand: The client, known for authenticity and quality, resonated well with respondents, aligning with their expectations of natural ingredients and great taste.
• Purchase & Packaging Preferences: The brand’s attention to affordability, user-friendly, and sustainable packaging made it a preferred choice

Product Expectations and Recommendations

Consumers expected products free from artificial additives, easy to use, and available in diverse fruit variants. Key recommendations included fine-tuning taste, expanding product range, emphasizing sustainable packaging, and balancing affordability with quality.

How MarketGenics Conducted the Research

MarketGenics conducted 10 Focus Group Discussions (FGDs) each in Delhi NCR and Bangalore, involving 10 respondents per group. Participants represented key segments: working women, homemakers, and students. Discussions assessed taste, sensory appeal, uniqueness, and purchase intentions, providing actionable insights to refine the product and evaluate market potential.