Itsu Grocery: taste, packaging & product placement in supermarkets

The Need

Opinium was commissioned by a leading supermarket in the UK, to conduct research to evaluate new flavours of popcorn, in development. The research needed to focus on a variety of measures, including taste appeal and packaging, as well as shopper behaviour, product placement in store, messaging and propensity to purchase.

Our Approach

An initial qualitative phase comprising of a focus group amongst popcorn consumers and in-store interviews amongst supermarket shoppers was conducted. A quantitative phase followed, comprising 1,000 interviews with popcorn consumers to validate and quantify shopper needs and attitudes.

The Outcome

A joint pitch by Opinium and Itsu Grocery was paramount in securing significant investment in the extended product range from the Supermarket, for its stores nationwide.