Operating in a highly competitive market, a confectionary company was tasked with developing new product strategies that would increase their relevance within an evolving snack food market.
To identify where new opportunities existed in the snack food market, a comprehensive examination of consumers’ snacking attitudes and behaviours was completed. Using layered analyses, we provided a segmented illustration of what drives consumption. This formed the basis for understanding:
By framing an understanding of why and how consumers satisfy their snacking needs, we were able to clearly indicate where the client’s brands had a strong hold and where there were opportunities to improve brand positioning and relevance. The research also looked beyond the current market scope for confectionary and provided clear direction on potential areas for new product development.