Shaping a well-established snack brand image through consumer insights
The background:
Our client is a well-established snack brand company in the Nordic and Baltic regions that has been delighting people with high-quality snacks for many years. Already a major player in the chips category, it was actively seeking untapped prospects by taking a closer look at the less explored snacking nuts category.
They sought insights to optimise the current product portfolio, prioritise subcategories, and identify opportunities for further category development in the Lithuanian market. And they needed help to do that.
The essence of the project:
We divided the project into two distinct phases to gain comprehensive insights into consumer trends within the category.
In the exploration phase, our primary focus was to gain a deep understanding of consumer perceptions, behaviours, preferences, expectations, and other factors driving their choices within the nut category. Additionally, we compared our client’s brand positioning and product offerings to competitors.
To achieve these objectives, we invited consumers from different nut sub-categories (roasted & salted, coated, seasoned, raw, etc.) to participate in focus groups that were split according to participants’ age. That allowed us to capture diverse perspectives and insights. Furthermore, we took advantage of the opportunity to directly observe their reaction to the client’s main products, especially those with the most potential. We conducted small taste tests and gathered valuable feedback.
In the validation phase, we measured the prevalence of different consumer attitudes, behaviours and unmet needs towards all nut sub-categories. We assessed the potential and limitations of different categories and identified critical opportunities for the client. For this purpose, we conducted a nut category consumer survey with 16-64-year-olds who buy at least one nut category at least once per month. We ensured the inclusion of residents from big cities and regional areas.
Services provided:
- Conducting focus group research.
- Observing consumers’ reactions to the client’s main products directly and gathering valuable feedback.
- Conducting consumer surveys with 16-64-year-olds who buy at least one nut category at least once per month.
- Measuring consumer attitudes, behaviours and unmet needs towards all nut sub-categories.
- Assessing the potential and limitations of different product categories.
- Identifying critical opportunities for the client.
Project result:
As a result, we have provided the client with information on how they could enhance their product portfolio strategy based on consumers’ insights.
Our study highlighted untapped potential, areas for improvement, differentiation, and category risks, effectively directing the brand’s strategic focus in the snacking nuts category.
