Orion is one of South Korea’s largest food companies that manufactures confectionery products. Some of its most popular products are the Choco-pie, the Custard Cupcake, and Fresh Berry. Confectionaries like Orion lead the food and beverage industry with their signature products that consumers love worldwide. Orion recently expanded its confectionary operations to India, bringing many of its products as well. This may mean consumers with many opinions and preferences of their own.

Thus, Real Research conducted a survey on Orion expanding its presence in India. The survey seeks public opinions on customer satisfaction, factors to improve, and more with specific regard to the Indian market.


  • 53.09% want Chopco Pie to have a fruity, nutty crunchiness.
  • Over 72% of respondents will choose a Vegetarian recipe for Choco Pie.
  • 72.29% want to try Cherry Choco Pie.

Orion Expanding to India

The survey on Orion expanding its presence in India starts with a question of whether respondents eat ‘Choco Pie’ known as whoopie pie. In reply, 68.68% say ‘Always’, 14% chose ‘Often’, 9.01% ‘Not at all, and 8.31% have it rarely. The survey asked which Choco Pie brand the respondents tried, 63.09% say ‘Lotte Choco Pie, South Korea’. 12.45% say ‘I don’t eat Choco Pie’, 11.97% say Cocoaland Chocopie, Malaysia, and 11.46% say Sunfeast Yumfills Pie, India.

Figure 1 Respondents on Orion Expanding in India
Figure 1: Respondents on Orion Expanding in India

Next, the survey asks for what occasion respondents buy Choco Pie. In reply, 52.03% buy it for a special day/celebration’ and 22.75% buy it as a gift. Furthermore, 6.66% get it for family rituals/festive foods. Lastly, 6.54% have it as a light snack. Accordingly, 55.72% consume one piece at a time, 2 pieces (22.09%), and 3 pieces (7.63%). Then, respondents were asked about knowing if Orion Choco Pie was released in India in 2021, 79.92% were aware.

The survey asks respondents if they want to try Orion’s Choco Pie. In reply, 79.22% say ‘Yes’, 9.67% say ‘Maybe’ whereas, 6.90% are ‘Unsure’ and 4.22% say ‘No’. According to the survey, 64.03% will try Orion Choco Pie, Strawberry-filled (12.32%), and Mango Choco Pie (9.59%). When asked which Choco-pie ingredients should change, 55.16% suggest Sponge cake. Whereas 19.40% of respondents prefer to change the filling, and 6.30% say marshmallow.

Orion’s Choco Pie Flavors and Its Improvement Factors

Accordingly, the survey asks respondents if they want to improve on Choco Pie. In response, the majority (53.09%) want fruity and nutty crunchiness, and 14.92% want variety in pie colors. 7.13% suggest a different shape of pie, 5.45%, and 5.22% opt for different flavors and improved design, respectively. According to a survey question, 72.21% prefer ‘Vegetarian’ Choco-pie, meanwhile, 8.68% prefer ‘Non-vegetarian’.

Figure 2 Respondents to Orion’s Choco Pie Flavors
Figure 2: Respondents to Orion’s Choco Pie Flavors

Additionally. 59.27% and 24.68% want to try fruit-based and popularly sweet flavors of Orion Choco-pie. Likewise, the survey asks respondents about their favorite fruit flavor to try. A majority of 72.29% replied Cherry, 8.89% chose Banana, 2.96% chose Fig, and 2.95% chose Apple. When asked about special unconventional Choco Pie flavors to try, 48.82% chose Apple Cinnamon. Whereas 32.08% opted for ‘Red Velvet’, carrot cake (6.93%), and cheesecake (4.15%).

Next, the survey asks respondents about the popular Choco Pie they will try. 39.92% chose Vanilla, 19.33% chose salted caramel 19.33%, 13.31% chose green tea, and 7.08% chose coffee.

Another survey question reveals that 54.62% prefer individual packaging. A further 23.51% like packs of 2-4 pieces, and 11.95% prefer them in bulk. 9.93%, however, prefer the current packaging of 12 pieces. In accordance with this, 66.83% are likely to purchase a gift pack, that is specially designed for holiday seasons. When the survey asks respondents about Choco Pie priced at 150 rupees per 12-piece box, 57.62% say it is expensive. Whereas, 20.56% and 7.20% find it reasonable and affordable.

Final Verdict – Orion Will Thrive in the Indian market

Next, the survey asks respondents what type of promotion pushes them to buy Choco Pie. All 52.03% suggest individual product discounts, while 18.08% say bundle discounts. Moreover, 14.26% like buy 1 get 1 free or Buy 2 get 1 free offer. About 1.71% like free giveaways of Choco Pie with other products. A survey question reveals respondents’ favorite advertisement channels; TV (52.07%), newspaper (15.42%), and magazines (8.81%). Also, YouTube is 7.79%, and the internet is 7.45%.

Figure 3 Orion Will Thrive in the Indian market

The survey then asks respondents, which marketing works most effectively in India? A majority of 50.30% say ‘Transit Advertising’, and 18.58% say ‘Cinema Advertising’. Moreover, 12.12% suggest outdoor advertising, and 6.80% suggest celebrity/influencer marketing. Further on, the survey asks where they purchase Choco Pie. 49.37% reply ‘Grocery at department store’, 16.31% say ‘Hypermarket’, and 15.34% say ‘Online store’.

54.32% believe ‘Children’ are Choco Pie’s main consumers. Whereas, 18.84% are students and  8.92% are grownups. When the survey asks why respondents eat Choco Pie, 49.57% say they like how it tastes. 18.96% say it’s delicious, and 10.63% grew up eating this. The survey reveals that 63.48% will buy Orion Choco Pie, to try something new. Whereas 18.13% will eat Lotte Choco Pie since they like to eat bestsellers. Lastly, the survey asks if Orion can thrive in India, 52.69% think it is ‘Highly likely’ to happen.’


Survey TitleSurvey on Orion Expanding its Presence in India
DurationMay 24 – May 31, 2022
Number of Participants50,000
DemographicsMales and females, aged 21 to 99
Participating Countries Afghanistan, Algeria, Angola, Argentina, Armenia, Australia, Azerbaijan, Bahrain, Bangladesh, Belarus, Benin, Bolivia, Brazil, Brunei, Bulgaria, Burkina Faso, Cambodia, Cameroon, Canada, Chile, China, China (Hong Kong) China (Macao), China (Taiwan), Colombia, Costa Rica, Croatia, Czech Republic, Ecuador, Egypt, El Salvador, Ethiopia, Finland, France, Gambia, Georgia, Germany, Ghana, Greece, Greanada, Guatemala, Honduras, Hungary, India, Indonesia, Iraq, Ireland, Israel, Italy, Ivory Coast, Japan, Jordan, Kenya, Kuwait, Kyrgyzstan, Latvia, Lebanon, Libya, Lithuania, Malaysia, Maldives, Maluritania, Mexico, Moldova, Mongolia, Morocco, Mozambique, Myanmar [Burma], Namibia, Nepal, Nicaragua, Nigeria, Oman, Pakistan, Palestine, Panama, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Serbia, Sierra Leone, Singapore, Slovakia, South Africa, South Korea, Spain, Sri Lanka, Tanzania, Thailand, Togo, Tunisia, Turkey, Turkmenistan, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan, Venezuela, Vietnam, Yemen, Zimbabwe.