TOMRA Group - Research on Consumer Demand for Nut Shelling Products
Company overview
TOMRA Group, headquartered in Asker, Norway, is a global leader in intelligent sorting and resource recovery technology solutions. Since its founding in 1972, TOMRA has been committed to developing and promoting efficient, environmentally friendly sorting systems. As a pioneer in sorting technology, TOMRA's products are widely applied across the food, mineral, and recycling industries, serving over 00 countries and regions. In recent years, driven by the growing trend of health-conscious food consumption, TOMRA has shifted its strategic focus toward the nut food sector, with plans to expand its shelling and sorting equipment business in the Chinese market...
Research background
The Chinese nut consumption market has experienced rapid growth in recent years, with an increasing number of consumers focusing on healthy snacks. Nuts have gradually become a staple snack for both households and individuals. However, throughout the nut processing and sales chain, consumers continue to face challenges such as difficulty in shelling, lack of convenience, and poor packaging design. TOMRA Group aims to understand Chinese consumers' acceptance and consumption behaviors toward shelled nut products through preliminary market research, in order to assess the feasibility of entering this market and to guide the development and promotion strategies for its equipment products.
Research scope
In December 2017, CEIDEA Research was commissioned by TOMRA Group to conduct in-depth qualitative research with key nut consumers across major Chinese cities. The primary research method involved focus group discussions. The study explored consumers' preferences for different types of nut snacks, common consumption scenarios (such as at work, at home, or during social gatherings), consumption habits (including preference for shelled products), key considerations (such as taste, freshness, packaging, and price), price tolerance, and perceptions and pain points regarding currently available nut products. Additionally, the research assessed consumers' willingness to accept and their recommendations for TOMRA's proposed shelled nut products and innovative consumption methods.
Expected outcomes
This research systematically uncovered the genuine needs and consumption behaviors of nut consumers, clearly identifying gaps in convenience and overall consumer experience. The final report will provide scientific evidence to support TOMRA Group's assessment of Chinese consumers' acceptance of shelled nuts and the market potential. Furthermore, it will offer strategic guidance for TOMRA's market entry strategy, product feature optimization, and customer education approaches in the Chinese nut market, enabling the company to effectively establish its presence in this emerging market.
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