Almond Board shifts India strategy to drive future demand
The Almond Board of California (ABC) has launched a new consumer positioning strategy in India. The industry body seeks to strengthen demand in its largest export market and maintain long-term growth opportunities for California almond growers.
The initiative follows research that identified changing consumer behavior, regional consumption gaps, and emerging perception challenges that could limit future growth if left unaddressed.
India imported more than 423 million pounds of California almonds during the 2024/25 cycle, making it the industry's top export destination.
ABC said the new strategy centers on expanding consumption beyond traditional buyers by targeting younger consumers, increasing penetration in underdeveloped regions, and creating new consumption occasions for the fruit.
New generation, new message
Although almonds already enjoy broad recognition in India and are consumed by more than half of households in some form, ABC's research found new growth opportunities, particularly in southern regions where consumption rates lag.
The assessment also noted that some consumers view almonds as a traditional product with limited differentiation from other nuts.
According to ABC, non-users and light users cited low excitement, weak differentiation, and limited understanding of almonds' role in everyday diets as barriers to increased consumption.
Integrated campaign
ABC said consumer interest increased when research participants learned more about the nutritional benefits. These findings prompted the organization to develop a new consumer marketing platform, "Superfood for a Super You," which positions almonds as a modern food that supports energy, performance, and everyday success.
To introduce the new platform, ABC launched what it described as its first fully integrated consumer campaign in India.
It features digital advertising, social media, podcasts, influencer partnerships, an interactive mobile gaming experience, billboard advertising, and two homepage takeovers on The Times of India website.
*All images are referential.
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