New Product Opportunities

Situation

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.

Approach

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:

The nuances of consumer needs
How well types of snack foods meet consumer needs
How well the client’s brands meet consumer needs
Where opportunities exist to improve brand positioning
Where new product opportunities exist to meet consumer needs

Outcome

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.

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1 in 5 Canadians were born outside of Canada

1 in 5 Canadians were born outside of Canada
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When it comes to marketing research, always remember, GIGO: Garbage in, garbage out

When it comes to marketing research, always remember, GIGO: Garbage in, garbage out
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Nearly one out of three consumers is willing to pay a 15% premium on ethically made products.

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You can have data without information, but you cannot have information without data.

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You can tell whether a man is clever by his answers. You can tell whether a man is wise by his questions
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80% of millennials own a smartphone, compared to just half of boomers and 36 per cent of Canadian adults overall.
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Not all things that can be counted count, and not all things that count can be counted.

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