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Canderel

The Need

To evaluate their position in the market, identify new market opportunities and test the potential appeal of new packaging concepts for their products.

Our Approach

We conducted a two stage qual and quant study comprising of six focus groups and 1,000 interviews with consumers of the category in order to evaluate their position in the sweetener market, validate their target audience (and identify new potential audiences), consider perceptions of the brand and the sub-brands, explore the effectiveness of brand messaging, determine purchasing, motivators / barriers to sweeteners and their products, understand usage and consumer behaviour in this market and assess and test new packaging concepts.

The Outcome

The research helped to inform their marketing plan and encourage a clearer understanding of the portfolio amongst target consumers. It also allowed our client to refine and optimise their packaging and brand messaging to ensure maximum reach with their target audience.