Rethinking Our Fruit Habits in India - Forgotten or Festive?

India grows and sells more fruits every year, yet our plates tell a different story. This survey explores the habits, occasions, and beliefs that shape when, why, and how fruits enter or skip our daily lives.

Step 1 of 4

SECTION 1: The Fruit Habit Check

What’s really happening in our kitchens and baskets? We start by checking your real fruit habits; how often fruits appear on your plate, in what variety, and the everyday reasons behind eating or skipping them.

Q1: How often do you eat fruit in a typical week?

Daily, one or more servings

2–4 times a week

Only when someone insists — or someone falls sick

SECTION 1: The Fruit Habit Check

Q2: How many different fruits do you consume regularly (in a month)?

5 or more

2–4 (usually banana, apple, mango, watermelon)

1 or none — I rarely think of fruits as a food item

SECTION 1: The Fruit Habit Check

Q3: What’s the main reason you don’t eat fruit daily?

Too expensive to buy regularly

Just not in the habit — never stocked or prioritized

Too much cutting/cleaning, not convenient

SECTION 1: The Fruit Habit Check

Q4: What kind of fruit buyer are you?

Weekly buyer with specific plans

Impulse buyer based on mood or street cart visibility

Only buy during illness, festivals, or for gifting

SECTION 2: Price, Priorities & Purchase Patterns

Here we look at the money side of fruit. How much you spend, what drives your buying choices, and how price tags shape your consumption patterns.

Q5: What’s your monthly spend on fresh fruits (approx)?

Less than ₹500

₹500–1500

₹1500+

SECTION 2: Price, Priorities & Purchase Patterns

Here we look at the money side of fruit. How much you spend, what drives your buying choices, and how price tags shape your consumption patterns.

Q6: What influences your fruit buying decisions the most?

Price and seasonality

Freshness and look (ripeness, cleanliness)

Offers, cuts, or combos (in-store or app-based)

SECTION 2: Price, Priorities & Purchase Patterns

Here we look at the money side of fruit. How much you spend, what drives your buying choices, and how price tags shape your consumption patterns.

Q7: What’s your reaction to current fruit prices (e.g., ₹120/kg for apples)?

Too high — I avoid buying often.

I buy wisely — more watermelon, less berries!

I can afford, so I don’t mind.

SECTION 2: Price, Priorities & Purchase Patterns

Here we look at the money side of fruit. How much you spend, what drives your buying choices, and how price tags shape your consumption patterns.

Q8: Which of these pairs seems more value-for-money to you?

A bowl of dry fruits (₹30–50)

A mixed fruit plate (₹50–70)

Tea + biscuit combo (₹15–20)

SECTION 3: Meaning, Mindset & Myths

This section explores the cultural script around fruits, from illness-linked habits to gifting traditions and how mindsets, myths, and family roles influence everyday fruit presence at home.

Q9: What role do fruits play in your food culture at home?

Part of daily or weekly meal planning

Mostly associated with illness, recovery, or ritual

Only used during gifting or weddings

SECTION 3: Meaning, Mindset & Myths

This section explores the cultural script around fruits, from illness-linked habits to gifting traditions and how mindsets, myths, and family roles influence everyday fruit presence at home.

Q10: Have you ever offered fruit (or juice) as a welcome drink at home?

Yes — fruit or fresh juice as gesture of wellness

No — tea/coffee is the cultural default

Not thought of it — seems odd socially

SECTION 3: Meaning, Mindset & Myths

This section explores the cultural script around fruits, from illness-linked habits to gifting traditions and how mindsets, myths, and family roles influence everyday fruit presence at home.

Q11: Who eats the most fruit in your family?

Elderly or sick members

Children

Everyone equally — or no one particularly

SECTION 3: Meaning, Mindset & Myths

This section explores the cultural script around fruits, from illness-linked habits to gifting traditions and how mindsets, myths, and family roles influence everyday fruit presence at home.

Q12: Which fruit is most likely to be found at your home at any time?

Banana or watermelon

Apple or orange (when in season)

Rarely any fruit in stock

SECTION 4: Habits, Hesitations & Hidden Barriers

Here we uncover the small, everyday barriers. From storage habits to prep effort that quietly decide whether fruits make it from basket to plate.

Q13: Do you stock fruits in a way that allows easy access and daily use?

Yes — fruit bowl or fridge basket always ready.

Sometimes — but we forget, and they rot.

No — fruits are not part of our ‘regular’ groceries.

SECTION 4: Habits, Hesitations & Hidden Barriers

Here we uncover the small, everyday barriers. From storage habits to prep effort that quietly decide whether fruits make it from basket to plate.

Q14: Do you ever think twice before cutting fruits because of the effort or waste?

Yes — it feels like work. Chopping + cleaning = meh.

Sometimes — especially fruits with seeds or skin.

No — we prep fruits just like vegetables.”

SECTION 4: Habits, Hesitations & Hidden Barriers

Here we uncover the small, everyday barriers. From storage habits to prep effort that quietly decide whether fruits make it from basket to plate.

Q15: What stops you from sending fruits in lunchboxes or carrying them for office/snacking?

They spoil, drip, or make a mess.

We don’t think of fruits as snacks — only as sides.

We do send/carry fruit regularly.”

SECTION 4: Habits, Hesitations & Hidden Barriers

Here we uncover the small, everyday barriers. From storage habits to prep effort that quietly decide whether fruits make it from basket to plate.

Q16: If fruit cost dropped by 30%, how would your consumption change?

I’d buy more, more regularly.

Maybe a little more, but habits matter too.

Not sure — I don’t track fruit prices that closely.

SECTION 5: Imagining a Fruit-Forward Future

Let’s imagine a future where fruits take center stage in children’s diets, gifting traditions, and wellness habits and explore what could make that shift possible.

Q17: Do you think children today are eating more or less fruit than earlier generations?

Less — junk food has taken over.

About the same — but in different forms (juices, bars).

More — at least we try to feed them consciously.

SECTION 5: Imagining a Fruit-Forward Future

Let’s imagine a future where fruits take center stage in children’s diets, gifting traditions, and wellness habits and explore what could make that shift possible.

Q18: Would you like to receive fruit gift hampers instead of sweets/chocolates on occasions?

Yes! That’s refreshing and healthy.

Depends on packaging — fruit can feel ‘boring’.

No — sweets feel more celebratory.

SECTION 5: Imagining a Fruit-Forward Future

Let’s imagine a future where fruits take center stage in children’s diets, gifting traditions, and wellness habits and explore what could make that shift possible.

Q19: If your doctor didn’t mention fruits, would you still increase their intake for wellness?

Yes — fruits are part of health basics.

Maybe — depends on who says it and how often.

No — I eat fruits only if prescribed.

SECTION 5: Imagining a Fruit-Forward Future

Let’s imagine a future where fruits take center stage in children’s diets, gifting traditions, and wellness habits and explore what could make that shift possible.

Q20: What would help you (or others) eat more fruits regularly?

Lower prices and better variety

Awareness about benefits and ideas on how to use them

Fun formats (fruit bowls, cold-pressed packs, creative servings)

Review

SECTION 1: The Fruit Habit Check

Question :
Q1: How often do you eat fruit in a typical week?

Daily, one or more servings

2–4 times a week

Only when someone insists — or someone falls sick

Your Answer:

SECTION 1: The Fruit Habit Check

Question :
Q2: How many different fruits do you consume regularly (in a month)?

5 or more

2–4 (usually banana, apple, mango, watermelon)

1 or none — I rarely think of fruits as a food item

Your Answer:

SECTION 1: The Fruit Habit Check

Question :
Q3: What’s the main reason you don’t eat fruit daily?

Too expensive to buy regularly

Just not in the habit — never stocked or prioritized

Too much cutting/cleaning, not convenient

Your Answer:

SECTION 1: The Fruit Habit Check

Question :
Q4: What kind of fruit buyer are you?

Weekly buyer with specific plans

Impulse buyer based on mood or street cart visibility

Only buy during illness, festivals, or for gifting

Your Answer:

SECTION 2: Price, Priorities & Purchase Patterns

Question :
Q5: What’s your monthly spend on fresh fruits (approx)?

Less than ₹500

₹500–1500

₹1500+

Your Answer:

SECTION 2: Price, Priorities & Purchase Patterns

Question :
Q6: What influences your fruit buying decisions the most?

Price and seasonality

Freshness and look (ripeness, cleanliness)

Offers, cuts, or combos (in-store or app-based)

Your Answer:

SECTION 2: Price, Priorities & Purchase Patterns

Question :
Q7: What’s your reaction to current fruit prices (e.g., ₹120/kg for apples)?

Too high — I avoid buying often.

I buy wisely — more watermelon, less berries!

I can afford, so I don’t mind.

Your Answer:

SECTION 2: Price, Priorities & Purchase Patterns

Question :
Q8: Which of these pairs seems more value-for-money to you?

A bowl of dry fruits (₹30–50)

A mixed fruit plate (₹50–70)

Tea + biscuit combo (₹15–20)

Your Answer:

SECTION 3: Meaning, Mindset & Myths

Question :
Q9: What role do fruits play in your food culture at home?

Part of daily or weekly meal planning

Mostly associated with illness, recovery, or ritual

Only used during gifting or weddings

Your Answer:

SECTION 3: Meaning, Mindset & Myths

Question :
Q10: Have you ever offered fruit (or juice) as a welcome drink at home?

Yes — fruit or fresh juice as gesture of wellness

No — tea/coffee is the cultural default

Not thought of it — seems odd socially

Your Answer:

SECTION 3: Meaning, Mindset & Myths

Question :
Q11: Who eats the most fruit in your family?

Elderly or sick members

Children

Everyone equally — or no one particularly

Your Answer:

SECTION 3: Meaning, Mindset & Myths

Question :
Q12: Which fruit is most likely to be found at your home at any time?

Banana or watermelon

Apple or orange (when in season)

Rarely any fruit in stock

Your Answer:

SECTION 4: Habits, Hesitations & Hidden Barriers

Question :
Q13: Do you stock fruits in a way that allows easy access and daily use?

Yes — fruit bowl or fridge basket always ready.

Sometimes — but we forget, and they rot.

No — fruits are not part of our ‘regular’ groceries.

Your Answer:

SECTION 4: Habits, Hesitations & Hidden Barriers

Question :
Q14: Do you ever think twice before cutting fruits because of the effort or waste?

Yes — it feels like work. Chopping + cleaning = meh.

Sometimes — especially fruits with seeds or skin.

No — we prep fruits just like vegetables.”

Your Answer:

SECTION 4: Habits, Hesitations & Hidden Barriers

Question :
Q15: What stops you from sending fruits in lunchboxes or carrying them for office/snacking?

They spoil, drip, or make a mess.

We don’t think of fruits as snacks — only as sides.

We do send/carry fruit regularly.”

Your Answer:

SECTION 4: Habits, Hesitations & Hidden Barriers

Question :
Q16: If fruit cost dropped by 30%, how would your consumption change?

I’d buy more, more regularly.

Maybe a little more, but habits matter too.

Not sure — I don’t track fruit prices that closely.

Your Answer:

SECTION 5: Imagining a Fruit-Forward Future

Question :
Q17: Do you think children today are eating more or less fruit than earlier generations?

Less — junk food has taken over.

About the same — but in different forms (juices, bars).

More — at least we try to feed them consciously.

Your Answer:

SECTION 5: Imagining a Fruit-Forward Future

Question :
Q18: Would you like to receive fruit gift hampers instead of sweets/chocolates on occasions?

Yes! That’s refreshing and healthy.

Depends on packaging — fruit can feel ‘boring’.

No — sweets feel more celebratory.

Your Answer:

SECTION 5: Imagining a Fruit-Forward Future

Question :
Q19: If your doctor didn’t mention fruits, would you still increase their intake for wellness?

Yes — fruits are part of health basics.

Maybe — depends on who says it and how often.

No — I eat fruits only if prescribed.

Your Answer:

SECTION 5: Imagining a Fruit-Forward Future

Question :
Q20: What would help you (or others) eat more fruits regularly?

Lower prices and better variety

Awareness about benefits and ideas on how to use them

Fun formats (fruit bowls, cold-pressed packs, creative servings)

Your Answer:

Your responses will help uncover the real fruit story in Indian homes beyond production stats and market prices, straight from the consumer’s everyday experience.