Over the years, the yogurt category has been able to grow based on new product and brand entries added to the category (Chobani, Siggis, among others). These brands were able to enter the category and drive sales, mostly due to leveraging key consumer trends. Given the successful launch of many different types of yogurt, our, CPG client, wanted to act quickly and introduce a product into their portfolio in the U.S. This product had been doing well in Europe and they were looking to capitalize on this success in the U.S.
Even though little consumer research had been done on the product, the CPG company needed to launch the product in the U.S. with a large retail chain. With the goal of expanding distribution into other retailers, the company needed to obtain very early in-market product performance, as well as identify any potential opportunity areas prior to retailer scrutiny of sales velocities.
Overall, the company had two objectives they needed to address – each among different audiences:
- Early Triers of the product – The goal with this group was to better understand their attitudes toward the product. What their reaction to the product was on dimensions of taste and other key criteria? What could be leveraged in future marketing messages and opportunities to address any weaknesses? What was critical for these triers to buy the product again?
- Non-trier Target –The goal with this group was to determine the effectiveness of their marketing efforts to generate awareness and consideration of the product. Diagnostics were also obtained about the product via a concept description.
According to Early Triers, the new yogurt product performed well on taste, as well as key product claims. However, there was an indication that the price of the new yogurt could be a barrier for future purchase.
Among the Non-trier Target, it was apparent that there was an opportunity to strengthen awareness. And although the concept showed strong potential, there was also an opportunity to drive trial among the retailer’s shoppers.
The findings led the CPG company to adjust its marketing messaging and spend, and within two years, the new brand has become a $100 million business.
Two online quantitative surveys were conducted to answer the key research objectives. Since the product had just launched, it would have been difficult (and quite costly) to find those who purchased the product on a random basis. Since we couldn’t identify purchasers through traditional means, we had to utilize a source where we could quickly and easily identify purchasers. Therefore, we leveraged Numerator’s InfoScout Omnipanel™, which tracks purchasing based on receipt capture. We were able to quickly identify and survey people we knew had purchased the product. To answer the other objective among the non-trier target, we utilized a proprietary community that we established and managed for the CPG client to have immediate access to consumers for quick and cost-efficient answers to “hot topic” issues.
Learn more about how C+R leverages our IlluminatorTM solutions to provide clients with behavior and attitudinal consumer data through our answers for your brands, categories, channels/retailers, or shoppers by marrying C+R Research's qualitative and quantitative expertise with actual behavioral data collected from millions of shopping receipts.