A Study on Consumer Perception about Better-For-You Fruit Based Snacks in Kochi City

It is a known fact that globally, increased awareness and health concerns are drawing people towards healthier snacking options. Through an empirical study, the researcher tries to ascertain whether the trend towards Better-For-You snacks is also prevalent in Kerala's most consumerist city - Kochi. The study discusses the perceptions of consumers in Ernakulam District about Better-For-You traditional fruit snacks available in the market. For this purpose a representative sample of 410 respondents residing in Ernakulam District were surveyed by way of convenience sampling across four different regions within the district. The results show that there is a widespread readiness among snack-lovers in the district to accept healthier options, albeit paying a premium price and absence of branded players in the traditional fruit snack segment. However, it can be seen that consumers surveyed are not willing to compromise on Taste or Freshness (represented by crispiness) appeal of such snacks under the pretext of health and attention to packaging is perceived to be a solution for this. The existence of a latent need for such products is very evident from the overwhelming endorsement for the category by the surveyed consumers.