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Category Development

At the National Mango Board, we value research-driven decision making in our own organization and in yours. That's why the mango industry has invested time and money in consumer research and category development to help all of us fine-tune our mango marketing and merchandising strategies.

Mango Category Retailer Toolkit

The most recent addition to our category development arsenal is the Mango Category Retailer Toolkit. It compiles the key learnings from all of our category development work so far, and includes insights about sales trends, regions and markets, seasonality, consumer demographics and preferences, merchandising and promotions. This is a concise deck, packed with relevant information about the mango category.

Mango Market Development Index Report

If the Retailer Toolkit leaves you hungry for more detailed information about mango performance by market, our Mango Market Development Index Report is just what you’re looking for. It boils mango purchases per capita down to a single index number so you can easily compare markets and regions across the country.

Mango Consumer Research Report

For the results of our ongoing consumer research, the Mango Consumer Research Report is a great place to start. The NMB surveys approximately 1000 consumers each month about their mango purchasing behavior. This report gives top-line results, including mango market penetration and average number of mangos purchased per mango buyer.

2007 Focus Groups and Consumer Research

In 2007, we conducted a comprehensive consumer survey to explore awareness, knowledge, purchasing behaviors, barriers to purchase and many other facets of consumer attitudes relative to mangos. As a pre-cursor to the telephone survey, we conducted a series of focus groups with non-purchasers and occasional purchasers of mangos. The results from these focus groups have helped to shape our POS messaging strategies and guide all of our consumer research initiatives.

Click here for the 2007 Focus Group Findings

Click here for the 2007 Consumer Research Report