In a dynamic and changing market such as dry fruits, dates have become a popular choice for health-conscious customers. Dates are more than a snack with great flavor and taste that are also nutritious and versatile, dates are a lifestyle. Considering this, our client approached MarketGenics India Pvt. Ltd. to conduct comprehensive Consumer Usage and Attitude Research Study to evaluate the market potential for their new date brand in Bangalore.

Objective

The objective of the study was to understand

• Consumer preferences towards how they feel about dates


• Purchase motivation and frequency


• Specifics such as taste, texture, packaging and price sensitivity


• Development of differentiation from competitors in the market (e.g Lion, Happilo, etc) to determine opportunities.

How MarketGenics Conducted the Study

MarketGenics India used a structured multi-phased research approach: 

Consumer Insights 

MarketGenics conducted in-depth interviews and surveys to learn about consumers’ daily routines, consumption of foods and beverages, and how they perceive dates. The results showed that: 

• Health benefits and convenience influence date consumption. 


• Dates are commonly consumed daily, most consistently in the morning or as post-gym energy snacks. 


• Consumers valued the natural sweetness, texture, and nutrition of dates (iron and fiber). 


• Competitive Landscape 

The study uncovered strong competitors in established brands, including Lion and others. 

Purchase Behavior 

MarketGenics examined key qualities that influenced purchasing behavior: 

• Price: Consumers felt ₹200 – ₹250 was reasonable for regular dates and could spend upwards of ₹800 for premium dates. 


• Packaging: Consumers preferred supple, see-through, and airtight packaging. Packages with unique shapes (e.g., square tins or heart-shaped tins) and resealable pouches were attractive to consumers. 


• Promotion: Promotional offers, including discounts, trial packs, and “buy one, get one” promotions, were effective in encouraging purchases.

Brand Awareness and Recommendations  

Consumers indicated their willingness to try new brands, provided that the new options offered:

• Product quality, freshness, and balanced sweetness.  


• Competitive price points in the range of ₹200–₹400 for a 500g pack.  


• New and innovative packaging and clear nutritional information.  


• Key Takeaways and Recommendations  

MarketGenics provided the client with these actionable insights, and recommendations based on these findings:  

• Product Quality: Balance freshness, softness, and a naturally-sweet taste with consumer expectations.  

• Packaging Innovations: Utilize high-quality, strong, and resealable packaging to improve shelf life and easier use.  

• Promotions: Beyond focus group tastings, consider offering free samples, discounts, and seasonal promotions to encourage trial and brand loyalty.  

• Availability: Ensure more availability and accessibility of the product online and offline, and on Blinkit and Zepto, as well as local neighbourhood supermarkets.  

Conclusion  

With the informed, in-depth research provided by MarketGenics India, the client is now well-positioned to enter the competitive dates market with a product suited to consumer needs and wants. By placing importance on quality, packaging innovation, and strategic promotions, the client's brand can establish a toehold and win the hearts and taste buds of the health-conscious in Bangalore.  

MarketGenics India creates consumer insights, data-informed analysis continues to allow brands to make data-informed decisions so they can launch successfully.