Research Objective

• A pet food brand offering a controversial new product format needed to understand purchase behaviors for current brands, and barriers to acceptance for a pet food using insects as a source of protein.

Scope & Methodology

A survey was designed to understand current purchase behaviors and market gaps for fresh and premium pet food products. The survey also focused on understanding awareness, barriers, and purchase intent for pet foods based on insects.

The data showed that:

• 1% currently use pet food with insect protein
• 66% were unaware of pet food with insect protein
• 60% were willing to try pet food with insect protein

Value Delivered

Despite the lack of awareness and lack of use of insect based pet foods, consumers demonstrated that they had a strong willingness to try the product, particularly because of its reduced impact on the environment. The research helped the client understand which message associated with their brand – sustainability –  would be most effective at reaching their targeted consumers.

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• Identifying Optimum Price Corridors to Predict Volume Share – An advertising price simulator case study

Research Objective

• A beverage company wished to introduce their new organic drinks to a tough market in India which includes numerous international players.
• To understand their current market position, they needed to explore beneficial opportunities to improve their launch and sales strategy for their new product.
• They required a detailed understanding of prevailing market dynamics, including competitive forces, trends, risks, and challenges.

Scope & Methodology

• Using secondary research, E2E researchers conducted a food and beverage industry analysis which involved analyzing industry trends, understanding emerging regulations, assessing local markets, and identifying the right scale of opportunities.
• A risk assessment study was conducted to understand current and potential risks in terms of supply chain and food safety.
• Using survey research, a customer needs assessment was also conducted to help the client understand:
  • Consumer needs and demands regarding organic drink products
  • Latest trends and innovations in food packaging materials
  • Business strategies of their key competitors and evaluate growth rate in industry for the next 5 years

Value Delivered

• The client was able to much better understand India’s food and beverage market, including competitive services, trends, risks, and challenges, as well as untapped market opportunities.
• The client introduced several new products and health drinks with innovative and sustainable packaging alternatives resulting in capturing huge traction in the Indian food and beverage industry.

Check out other food case studies

• Developing a New Nutritional Pasta Product – A survey + desk research case study
• Identifying An Optimal Set of Flavor Variants to Achieve Incremental Reach | Case Study
• Choosing a Set of Flavors to Minimize Substitutions – A food survey + data analytics case study

Research Objective

• An international brand of seasonings, instant soups, pasta, and noodles wished to satisfy Indian consumer needs with a product offering focused on balanced nutrition for young people.
• Their main objective was to deliver well balanced nutritional pasta that mothers could trust, and their children would like while maintaining the image of their brand and quality. This needed to hold true even when kids and teenagers ate the pasta without any vegetables or meat.
• They wanted to develop a pasta product which would find a balance between nutrition, taste, and visual signals that would make the product credible in the eyes of mothers and their children.

Scope & Methodology

• Experts conducted a Customer Need Assessment study with mothers to understand:
  • Perception towards pasta products
  • Preferred ingredients and additives
  • Taste and color improvements
  • Level of consumption
• Primary & Desk Research: We identified lentils, chickpeas, powdered egg whites, and flax seed as the best ingredients to achieve consumer nutritional objectives. These ingredients and additives were perceived to be nutritious and part of the healthy diet which fit well with the brand image.
• We also evaluated a range of several colors to find a shade of pasta that is not too dark for the kids but dark enough for the mothers to find it credible.

Value Delivered

• Our study helped the client to understand consumer perceptions towards their new product and identify their current needs for kids.
• Client introduced several new products in the pasta segment by considering consumer’s needs and demands.

Check out other food case studies

• Measuring Consumer Preferences for Successful Ready-To-Eat Development | A Sensory Research Case Study
• Benchmarking Brand Awareness and Competitive Brand Space – A consumer food survey case study
• Sentiment and Content Analysis of Qualitative Consumer Comments – A food survey + text analysis case study