Concept test
Can a Snack Beat 4 PM Chai Cravings?
Among 350 Indian snack buyers, makhana narrowly tops the base ranking for a 4 pm chai snack and salty and savoury leads on flavour. 82.9% rate their ideal snack good value. The biggest barrier to switching is doubt about health claims, cited by 31.7%.
Explore the findingsWould not switch because they do not trust health claims
Rate their chosen snack 4 or 5 of 5 for value
Would choose the ideal snack straight away
Based on 350 completed responses. Concept test.
What we set out to answer, and what we found
We tested whether a new snack can take the 4 pm chai slot from biscuits and namkeen
Which complete snack concept would people actually buy?
We showed four complete profiles from INR 49 to INR 149, each combining base, flavour, health claim and price, and asked which one they would buy for their 4 pm chai break.
Does the price feel fair, and would they switch?
Every respondent rated the value of their chosen snack at its listed price, then said how likely they were to switch and what would stop them.
Which base and which flavour should lead the launch?
People ranked snack bases and flavour directions for a new chai-time snack.
How strong are the incumbents?
We asked how well each snack type fits the everyday 4 pm chai break, and where each sits in their personal snack hierarchy.
Makhana leads the base ranking, but only just. Makhana tops the base ranking with a Borda score of 422 and 22.6% of first choices, narrowly ahead of potato at 420 and 18.6%. The report summary quotes a 52.3% first-choice share that its own ranking table does not support.
Familiar savoury flavours win. Salty and savoury leads the flavour ranking with an average rank of 2.19, the three Indian profiles take 57.9% of first choices, and barbecue ranks last at 3.26.
Distrust of health claims holds back switching most. 31.7% say they would not switch because they do not trust health claims, rising to 36.8% among 36 to 45 year olds. Verified front-of-pack proof matters.
Incumbents keep a strong hold on the habit. 52.9% rate biscuits a very good or perfect fit for tea, namkeen and biscuits lead the snack hierarchy, and 31.4% would try the new snack but keep buying their current one.
Buyers see good value. 82.9% rate their chosen ideal snack 4 or 5 out of 5 for value and only 5.4% rate it 1 or 2, so the launch need not rely on steep introductory discounts.
No single concept or pack style dominates. The four complete concepts split between 22.6% and 28.0%, and natural positioning with premium packaging edges ahead at only 14.9%. A multi-SKU range is needed.
Makhana First Choice
Top of the snack base ranking (Borda 422)
No Single Concept Wins, but Value Perception Is Strong
Respondents chose between four complete snack profiles for their 4 pm chai break, then rated how good a value their chosen snack would feel at its listed price.
Complete Snack Concept Chosen for the 4 PM Chai Break
Base: 350 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Potato, cheddar cheese flavour, premium (INR 99) | 28% |
| Makhana, masala flavour, healthy (INR 49) | 25.4% |
| Protein-led format, salty and savoury (INR 149) | 24% |
| Peanuts, regional Indian flavour, indulgent | 22.6% |
Value Rating of the Chosen Snack at Its Listed Price
Base: 350 respondents, rated 1 to 5
View the data behind this chart
| Answer | Share |
|---|---|
| 5 of 5 | 40.9% |
| 4 of 5 | 42% |
| 3 of 5 | 11.7% |
| 2 of 5 | 4% |
| 1 of 5 | 1.4% |
01. Choice splits almost evenly across the four concepts, from 28.0% for premium cheddar potato to 22.6% for indulgent peanuts. That is a 5.4 point spread across price points from INR 49 to INR 149.
02. Age changes the pick. 27.2% of 18 to 24 year olds chose the INR 149 protein-led format, against 16.7% of 46 to 55 year olds. In reverse, 33.3% of 46 to 55 year olds chose the INR 49 makhana concept, against 20.8% of 18 to 24 year olds.
03. 82.9% rate their chosen snack 4 or 5 out of 5 for value (42.0% at 4 and 40.9% at 5), and only 5.4% rate it 1 or 2. Younger buyers see the most value, with 48.0% of 18 to 24 year olds giving a 5 against 26.2% of 46 to 55 year olds.
Health-Claim Scepticism Is the Biggest Switching Barrier
Respondents said how likely they would be to choose the ideal snack instead of the one they eat most often, and what would stop them switching. Multiple answers were allowed.
Switching Intent and Barriers
Base: 350 respondents, multi-select (average 2.14 choices)
View the data behind this chart
| Answer | Share |
|---|---|
| Would not switch: do not trust health claims | 31.7% |
| Would try it, but keep buying my current snack | 31.4% |
| Would not switch: availability and convenience | 30.9% |
| Would choose it only occasionally | 26.6% |
| Would choose it immediately | 26% |
| Would not switch: prefer my current snack | 25.7% |
| Would not switch because of taste | 21.1% |
| Would not switch because of price | 20.6% |
01. 31.7% would not switch because they do not trust health claims, the most-cited barrier. The figure rises to 36.8% among 36 to 45 year olds, against 28.6% of 25 to 35 year olds.
02. Only 26.0% would choose the ideal snack immediately, while 31.4% would try it but keep buying their current snack. Early volume will come from sharing the repertoire, not from replacing the incumbent.
03. 30.9% cite availability and convenience as a deterrent. Working millennials switch fastest, with 31.0% of 25 to 35 year olds choosing the snack immediately against 23.2% of 18 to 24 year olds.
Makhana Narrowly Leads the Snack Base Ranking
Respondents ranked snack bases for a new chai-time snack, scored by Borda count. The report summary quotes a 52.3% first-choice share for makhana, which its own ranking table (charted here, 22.6%) does not support.
First-Choice Share by Snack Base
Base: 350 respondents (ranking table)
View the data behind this chart
| Answer | Share |
|---|---|
| Makhana | 22.6% (Borda 422) |
| Potato | 18.6% (Borda 420) |
| Banana | 15.4% (Borda 378) |
| Peanuts | 13.7% (Borda 366) |
| Dry fruits | 11.1% (Borda 362) |
| Popcorn | 10.6% (Borda 329) |
| Protein-led format | 8.0% (Borda 249) |
Top-Three Placement by Snack Base
Base: 350 respondents (ranking table)
View the data behind this chart
| Answer | Share |
|---|---|
| Makhana | 34.6% |
| Potato | 34.3% |
| Banana | 31.1% |
| Peanuts | 28.6% |
| Dry fruits | 27.4% |
| Popcorn | 24.3% |
| Protein-led format | 18% |
01. Makhana tops the Borda ranking at 422 with a mean rank of 2.232, narrowly edging potato at 420 and 2.289. The report reads makhana as having modern health appeal while still fitting traditional tea time.
02. Among 18 to 24 year olds, potato leads with an average rank of 1.92 against 2.12 for makhana. The 25 to 35 group moves towards makhana, which takes 23.0% of its first places.
03. The protein-led format is the weakest base, with a mean rank of 3.381 and 8.0% of first choices, even though the protein-led complete concept drew 24.0%.
Traditional Savoury Flavours Lead
Respondents ranked the flavour directions that would make a new chai-time snack most tempting, scored by Borda count. The report summary quotes 85.3% top-three placement for salty and savoury and 45.9% first place for masala or spicy; the ranking table is charted here.
First-Choice Share by Flavour Direction
Base: 350 respondents (ranking table)
View the data behind this chart
| Answer | Share |
|---|---|
| Salty and savoury | 21.4% (Borda 441) |
| Masala or spicy | 19.1% (Borda 406) |
| Regional Indian flavours | 17.4% (Borda 388) |
| Cheddar cheese | 12.3% (Borda 303) |
| Sour cream and onion | 12.0% (Borda 341) |
| Thai sweet chilli | 10.3% (Borda 308) |
| Barbecue | 7.4% (Borda 258) |
Top-Three Placement by Flavour Direction
Base: 350 respondents (ranking table)
View the data behind this chart
| Answer | Share |
|---|---|
| Salty and savoury | 39.7% |
| Regional Indian flavours | 35.4% |
| Masala or spicy | 34% |
| Sour cream and onion | 24.3% |
| Thai sweet chilli | 23.7% |
| Cheddar cheese | 23.4% |
| Barbecue | 15.4% |
01. Salty and savoury tops the Borda table at 441 with an average rank of 2.19, followed by masala or spicy at 406 and regional Indian flavours at 388.
02. The three Indian profiles together take 57.9% of first choices. The report reads this as tea-time snacking staying tied to familiar savoury pairings.
03. Western profiles trail, with barbecue last at an average rank of 3.263 and 15.4% top-three placement, so launching with exotic or Western seasoning risks putting off core tea-time snackers.
Roasted and Protein Snacks Fit the Daily Chai Break Best
Respondents rated how well each snack type fits an everyday 4 pm chai break. Shares below answered perfectly or very well.
Top-2-Box Fit With the Everyday 4 PM Chai Break
Base: 350 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Peanuts or roasted nuts | 63.2% (221) |
| Makhana | 61.2% (214) |
| Protein snacks | 59.8% (209) |
| Popcorn | 57.7% (202) |
| Biscuits or crackers | 52.9% (185) |
| Namkeen or bhujia | 47.4% (166) |
| Chips | 36.5% (128) |
01. Peanuts or roasted nuts have the highest top-2-box fit at 63.2%, with only 4.0% saying not at all. Makhana follows at 61.2%.
02. Protein snacks have the largest perfect-fit share at 32.9%. The report reads this as showing that protein is an accepted benefit for daily snacking.
03. Biscuits hold their ground without dominating. 52.9% say they fit very well (28.6%) or perfectly (24.3%), but 33.4% say only moderately.
04. Older fried formats have a ceiling. Only 17.1% call namkeen or bhujia a perfect fit, with 30.3% at moderately, and chips are weakest at 15.1% perfect and 28.2% in the bottom two boxes.
Namkeen and Biscuits Still Own the Default Habit
Respondents placed each snack type in their personal hierarchy, from automatic choice to last resort, scored by Borda count. The narrative quotes higher figures than the ranking table (39.0% first place for namkeen, about 70% top-three for namkeen and biscuits); the table is charted here.
First-Choice Share in the Personal Snack Hierarchy
Base: 350 respondents (ranking table)
View the data behind this chart
| Answer | Share |
|---|---|
| Namkeen or bhujia | 17.7% (Borda 558) |
| Biscuits or crackers | 15.7% (Borda 602) |
| Peanuts or roasted nuts | 12.9% (Borda 511) |
| Chips | 12.6% (Borda 521) |
| Banana chips | 9.4% (Borda 439) |
| Dry fruits | 8.9% (Borda 445) |
| Protein snacks | 8.3% (Borda 401) |
| Makhana | 8.0% (Borda 450) |
| Popcorn | 6.6% (Borda 397) |
01. Biscuits or crackers have the highest Borda total at 602 and a mean rank of 2.889, while namkeen or bhujia takes the largest first-choice share at 17.7% with a mean rank of 2.899.
02. Better-for-you formats are chosen less automatically. Makhana sits at a mean rank of 3.812 and 8.0% first choice, and protein snacks at 4.025.
03. Even the youngest cohort defaults to tradition. 18 to 24 year olds rank namkeen or bhujia highest at an average rank of 2.80, against 3.84 for protein snacks.
Taste and Health Lead the Choice; No Pack Archetype Dominates
What Matters Most When Choosing an Afternoon Snack
Base: 350 respondents, multi-select (average 2.81 choices)
View the data behind this chart
| Answer | Share |
|---|---|
| Tastes delicious | 40.9% |
| Feels healthier | 37.4% |
| Feels satisfying | 36.9% |
| Helps me relax or take a break | 35.4% |
| Is affordable | 34.9% |
| Feels familiar or traditional | 34.9% |
| Goes well with chai | 33.4% |
| Is convenient to carry | 27.4% |
Positioning and Packaging Combination That Feels Most Right
Base: 350 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| Natural positioning, premium packaging | 14.9% |
| High-protein positioning, premium packaging | 14.3% |
| Indulgent positioning, loud packaging | 14% |
| Healthy positioning, minimal packaging | 12.9% |
| Traditional positioning, fun packaging | 11.7% |
| Natural positioning, fun packaging | 11.7% |
| Premium positioning, minimal packaging | 10.6% |
| Healthy positioning, loud packaging | 10% |
01. Taste (40.9%) and health (37.4%) lead the choice criteria. Younger buyers put health first, with 43.2% of 18 to 24 year olds picking feels healthier. Among 36 to 45 year olds that figure is 24.6%, and they lean towards relaxing or taking a break (42.1%).
02. Goes well with chai and helps me relax are the strongest pair of drivers (lift 1.64). 58.1% of those who want a snack that goes with chai also want it to help them relax.
03. Packaging preference is spread thin, with only 4.9 points between natural positioning with premium packaging (14.9%) and healthy positioning with loud packaging (10.0%).
Most Afternoon Snacking Happens Away From Home
Respondents were asked where they ate their last afternoon or evening snack.
Where the Last Afternoon or Evening Snack Was Eaten
Base: 350 respondents
View the data behind this chart
| Answer | Share |
|---|---|
| During evening entertainment or socialising | 26.9% |
| At work or in the office | 25.4% |
| While travelling or commuting | 24.3% |
| At home | 23.4% |
01. Snacking splits almost evenly across evening socialising (26.9%), work (25.4%), commuting (24.3%) and home (23.4%). Over 76% happens away from home.
02. 32.5% of 25 to 35 year olds ate their last snack while socialising, against 20.8% of 18 to 24 year olds.
03. Each setting has a different job. At home, relaxing (42 mentions) and chai (38) lead. At work it is taking a short break (35), on the commute feeling tired or needing energy (37), and in the evening feeling hungry (41) and sharing (39).
What we would recommend
Practical priorities drawn from this study for further validation.
Anchor the core range in popped makhana.
Makhana tops the snack base ranking with a Borda score of 422 and 22.6% of first choices, narrowly ahead of potato. The report recommends it as the lead format across launch SKUs.
Lead with traditional savoury seasoning before any secondary innovation.
Salty and savoury leads the flavour ranking with a 2.19 average rank, and the three Indian profiles take 57.9% of first choices. Barbecue trails at 3.26. Launch on classic domestic spice blends.
Answer the 31.7% who doubt health claims with front-of-pack proof.
Distrust of health claims is the most-cited barrier to switching and rises to 36.8% among 36 to 45 year olds. Put clean-label disclosures and clear certifications on the pack.
Position the snack as an everyday routine companion.
Frame messaging around daily indulgence and crunch so the snack competes directly with entrenched staples. 52.9% rate biscuits a very good or perfect fit for tea, and namkeen and biscuits lead the habitual hierarchy.
Launch first with 25 to 35 year old urban professionals.
31.0% of 25 to 35 year olds would choose the snack immediately, against 23.2% of 18 to 24 year olds. The report points initial distribution at quick-commerce and workplace channels serving this group.
