The board's Consumer Attitude and Usage Study was conducted in July 2011, and the results have now been released, showing rises in mango volume, number of current purchasers, incidence of people eating mangos, as well as consumer satisfaction.
An NMB release said it had surpassed 2011 goals by reaching nearly 950 million consumers, generated a 117% increase in mango volume over the period, and reached five million food service professionals through publications and partnerships.
The percentage of current purchasers buying mangos increased from 35% in 2007 to 46% in 2011. Also, the incidence of people eating mangoes increased from 67% in 2007 to 78% in 2011.
"We are thrilled to see the impact our mango key messages and marketing programs have on retail and foodservice but ultimately, consumers. We want to eliminate barriers of uncertainty about mangoes and encourage consumers to enjoy the benefits of the nutritious and tasty fruit," says NMB marketing director Megan McKenna.
Consumer satisfaction with the quality of mangos rose from 50% to 70% over the period.