Understanding markets and how they evolve over time plays a large part in the success of companies. No market is continuously the same and, in some situations, markets can evolve and change rather quickly. Many factors can affect a market, whether it be geopolitics, a global pandemic, or even the emergence of a new and younger generation. For companies in the nut and dried fruit industry, identifying and understanding what the consumer is looking for is important to the success of the business in the short- and long-term.

In efforts to better understand market trends and the consumer, the International Nut and Dried Fruit Council (INC) partnered with Ogilvy, an international leading marketing agency, and Zinklar, a market research firm, to look at 6 different markets and gain insights into how Generation Z consumers perceive nuts and dried fruits. The 6 markets selected were the USA, Australia, Mexico, Chile, China, and India. Some of these countries share a long history with the consumption of nuts and dried fruits, and others, not so much, therefore by having consumer insights, companies can better position themselves and identify potential market opportunities.