Consumer portraits of the almond audience differ by nut type – salty, sweet or the sub-product – almond flour. A detailed overview of the almond market and brand design of packaged almond products can be found here.
Bagged salted almonds
Target audience:People aged 16-60 (core 39-59), predominantly male.
Psychographics:Active, able and like to enjoy life, try new things love and are not afraid to try new things, easy to make decision in shopping. Have adult children, take care of their health.
Prefer an active lifestyle associated with “expensive” hobbies – hiking, hunting, kayaking, etc.
Mode and situation of consumption:
- “On the go.” When traveling, camping, when you need a quick and nutritious snack and fast food is not consumed
- At home while watching movies/series instead of salty snacks
- As a dietary supplement for heart and blood vessels
Emotional needs: The purchase of nuts, particularly almonds, is related to the desire to diversify the diet with health benefits/.
Functional needs: To diversify the standard diet, in which peanuts and pistachios are boring, healthy and unusual flavors. Replace unhealthy snacks. Replacing the harm to your health – cardiovascular system, skin. Take on a camping trip, on a road trip instead of buying fast food
CA Portrait #1. Generation X.
Age, gender:39-59 years old, W and preferably M
About the consumer:The consumer is an adult, established person. Has 1-2 grown children (most often, the children live separately and already have families of their own).
Can afford travel, hiking, outdoor activities, hunting and fishing (his own car, his own tourist equipment).
Prefer regular stores to online shopping, like to stand out, feel special, unique when shopping. Appreciate being able to choose from multiple options.
The basic need is comfort, simple and clear information, nostalgia for happy times.
Income:average + and above.
Jobs: Department/enterprise managers, self-employed business owners, self-employed, self-employed.
Buying situation:In the supermarket noticed at the stand with dried fruit, at the gas station instead of sandwiches or other snacks
Consumption situation:At home while watching movies/series. When traveling, camping, during outdoor activities
Relation to the product: Useful, nutritious, not put off excess weight, good for the heart
Method of decision making:On my own, saw the product and became interested in its taste (I heard something about the benefits of almonds) / Followed the recommendation of acquaintances.
Portrait #2. Today’s youth, millennials
Age, gender: 25-40, M/W
About the consumer:A consumer is an adult, established person.
More often in a relationship, living together with a partner, but not officially signed. No children, or one late child. No children, or one late child.The pace of life leads to the need for a quick and healthy snack. More often the consumer is an advocate of active and healthy living, honoring nature, looking for ways to make the diet as healthy as possible.
Income:average, average+, has savings, deposit
Job: specialist in his work area, office
Buying Situation:Consumer wants unhealthy and/or caloric high-carbohydrate snacks over healthy snacks. Standard nuts are boring and you want something new. Almonds are calorie-dense, healthy, and will work in place of sandwiches, chips, and cookies.
Consumption situation:At home while watching movies/series. At work in the office instead of unhealthy cookies in the afternoon – between lunch and dinner
Relation to the product:Useful, nutritious, not put off excess weight, you can lose weight
Method of decision making:On my own, saw the product and became interested in its taste / Followed recommendations of acquaintances
Portrait #3. Today’s Youth Z
Age, gender: 16-24 years old, M/W
About the consumer:They are part of generation Z. They are addicted to social media and gadgets, well versed in modern trends and art. Accustomed to quick extraordinary earnings, even at 16 know how Not burdened with heavy financial and social and household burdens (utilities, bills, loans, mortgages). Most often live with their parents, in rented accommodation (a room). Easy to spend money – on new, unusual, delicious things
Income:average-, but spend most of the money received on entertainment and pleasures
Work: earnings on the Internet, related to creativity (copywriting, design, translation, blogging, instagram account management, etc.), freelancing. Less often office or public catering establishments (cafes, hookah lounges)
Buying situation: A consumer wants to diversify his diet. Decides to get almonds instead of unhealthy chips and breadcrumbs
Consumption situation: At home while watching movies/serials
Relation to the product:Craving for unusual, new things I haven’t tried yet
Method of decision making:Independently, under the influence of advertising
Bagged sweet almonds
Target audience:People aged 16 to 50 (core 35-50), more often women, affluent (middle and upper middle class).
Psychographics:Food serves as one of the strongest pleasures, easily experiment with flavors, quick to make shopping decisions toward “sweetness”
Mode and situation of consumption:
- Snack between meals with coffee or tea
- At home while watching movies/serials
- As a supplement to a sports diet
Emotional needs:Buying nuts, particularly almonds, is related to the desire to lead a healthy lifestyle, to look beautiful, to feel healthy, slim and not to restrict oneself in eating
Functional needs:Reduce carbohydrate intake, replace caloric cakes and desserts with healthy nuts. It’s impossible to give up sweets – but you can replace them with healthy ones. Improve health conditions – cardiovascular system, skin
CA Portrait #1. Generation X.
Age, gender:39-59 years old, M, preferably W
About the consumer:The consumer is an adult, established person. Has 1-2 grown children (most often, the children live separately and already have families of their own).
Can afford travel, hiking, outdoor activities, sports, hobbies (dancing, needlework), watches her figure and health.
Prefer regular stores to online shopping, like to stand out, feel special, unique when shopping. Appreciate being able to choose from multiple options.
The basic need is comfort, simple and clear information, nostalgia for happy times.
Income: average + and above
Work:Housewives, department/enterprise managers, business owners, private entrepreneurs, self-employed
Buying situation: In the supermarket, I noticed at the stand with dried fruits, instead of a chocolate bar I took sweet almonds
Consumption situation:At home while watching movies/series. During breaks at work. Traveling.
Relation to the product: Useful, nutritious, not put off excess weight, good for the heart and figure
Method of decision making: On my own, saw the product and became interested in its usefulness for figure / Followed the recommendation of acquaintances who gave me a treat.
CA Portrait #2. Today’s youth, millennials
Age, gender: 25-40, M/W
About the consumer:A consumer is an adult, established person.
He is most likely in a relationship, cohabiting with his partner, but not officially signed. No children, or one late child. No children, or one late child.The pace of life leads to the need for a quick and healthy snack. He is an advocate of an active and healthy life, honors nature, and tries to follow a healthy diet
Income:average, average+, has savings, deposit
Job:Specialist in his work area, office
Buying situation: Instead of a sweet dessert (instead of chocolate and such). The consumer decided to buy something sweet (chocolate, candy, candy bar), but saw sweet almonds and decided to indulge in something healthier.
Consumption situation: On the road, transportation, plane, train, long trips. At home when watching movies/series. At work in the office instead of junk cookies.
May be of interest:Dried snacks: A study of market size and manufacturers in Ukraine
Relation to the product:Delicious, useful, interesting, variety
Method of decision making: On my own, saw the product and became interested in its taste / Followed recommendations of acquaintances
CA Portrait #3. Today’s Youth Z
Age, gender: 16-24 years old, M/W
About the consumer:They are part of generation Z. They are addicted to social media and gadgets, well versed in modern trends and art. Not burdened with heavy financial and social burdens (utilities, bills, loans, mortgages). Most often live with their parents, in rented accommodation (a room). Easy to spend money – on new, unusual, delicious things
Income:average-, but spend most of the money received on entertainment and pleasures
Work: earnings on the Internet, related to creativity (copywriting, design, translation, blogging, Instagram account management, etc.), freelancing. Less often office, public catering establishments (cafes, restaurants).
Buying situation: Instead of a sweet dessert (instead of chocolate and such), seeing the product next to familiar products. Interested in the new
Consumption situation: At home while watching movies/serials
Attitude towards the product:Interest in diversity
Method of decision-making: Self-guided/pressured by advertising
Almond flour
Target audience: People aged 20 to 45 (core 24-34), predominantly women, affluent (middle and upper middle class)
Psychographics: An active, modern woman who loves and wants to experiment. She is always “on trend”, loves and wants to cook, pamper herself and loved ones. Not afraid to experiment
Method and situation of consumption: As an ingredient in cooking
Emotional needs: Response, reaction and approval from others, self-affirmation. The desire to show their individuality and life position, preferences in eco-living.
Functional Needs: Desire to prepare a tasty product like restaurants.
Read more: UKRAINE CRUP MARKET: ANALYSIS OF COMPANIES.
Portrait. An active and progressive woman
Age, gender: 30-45, G
About the consumer: Our primary consumer is a woman who loves to cook and experiment with food. She once tried macaroon brownies or almond cookies, and now she wants to try making them herself. Also, almond flour in cooking creates a sense of healthiness of foods for the figure. She is an active user of the social network Instagram and subscribed to various cooking blogs where she learns interesting ideas. Loves to spoil herself and close friends and family with delicious food, show it off on social media through posting. Leads an active social life.
Single, but in a relationship, living together. No children, or one minor child.
Income: medium, medium+
Work: freelance, not working/homemaker
Buying Situation: Woman saw the product, decided to try making “something new,” almond cookies and desserts – not for every day. The desire to treat yourself and your loved ones to a new product. The desire to decorate your table
Consumption situation: As an ingredient in cooking
Product description: For making almond biscuits/as an additive to regular flour
Decision-making method: Independently
Packaging trends and benchmarking
ECO trends
Trends of plastic rejection, shift to eco-friendly brands – in the top 2019-2020.
To be a modern brand – avoid negative environmental impact.
Also of interest: ANALYSIS OF TARGET AUDITORIES AND TRENDS OF CRUP CUSTOMERS.
Proximity to nature
Proximity to nature, to the countryside is closer than ever for residents of big cities, this theme appears in everything – from yoga trends to furniture.
Simplicity
Aggressive marketing strategies alienate the modern user. The core of CA seeks comfort, pleasure, simple pleasures.
Health
Healthy lifestyles, veganism, going on a diet, “pumping up” your body, increasing longevity are also on trend.
Other ideas
- Kraft bags.
- Vegan, organic, gluten free.
Conclusions
Prepackaged almonds are bought several times a week in packs of 100-250 grams, consumed most often between 3 and 5 pm. The preferred type is the peeled fried type. This type of almonds do not spoil longer, no bacteria and mold in storage, higher nutritional value due to the lack of moisture, more intense flavor.
Almonds in processed form are recommended to be consumed with the following flavors (world experience):
- caramel almond flakes
- glazed with bacon and cheese flavoring
- glazed with honey and cinnamon, apple, coconut
- with chili, sea salt, soy sauce.
The main consumers of sweet and salted almonds, almond flour – adults 35-55 years old, they are interested in almonds as a source of vitamins, and different flavors will allow to replace harmful snacks with almonds.
On average, consumers consume almonds 9.7 times per month.
A successful packaging design solution would be to use a kraft bag with a sticker/print and a small window. The packaging should look presentable, stand out on the shelf, be associated with a simple and healthy lifestyle, and stimulate the appetite.
The packaging should have signs on it about 100% gluten free, organic, eco and vegan. This will raise the value of the product in the eyes of the consumer, attracting a new audience (according to the queries vegan, organic, eco on the Internet).
It is also advisable to decide on the product itself – whether it carries purely flavor or lifestyle, and build on that in shaping the new brand.
In combination with the kraft packaging it will be possible to form a legend – a story about how Moldovan almonds are grown and processed from scratch (rather than purchased across the ocean).
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