New Product Research for a Beverages Manufacturer

With an established offering within one segment of the dairy drinks market, the client was looking to increase revenue by expanding it’s product range. The client was looking to launch a new range of flavored milk products within the United Kingdom and wanted to assess a range of product formulations and pack designs.

Our Solution

The GlobalData team executed a comprehensive project combining market data and consumer survey capabilities. The consumer surveys made use of standard concept testing approaches including MAXDIFF, TURF analysis, and VanWestendorp pricing assessment.

A comprehensive strategic report was delivered that showed the client the pack formats and formulations that were most attractive to consumers. The report conclusions also made use of market data, showing the size of key market players including private label.

Outcome

While the product formulations and pack designs were attractive to consumers, the client was also able to see the dominance of key brands, including private label, were in effect substantial market barriers. The client was able to change strategy by marketing the product differently and focussing on different demand and consumption occasions.

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