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Success story
Consumer Goods|Market Opportunities and Innovation|Singapore|English

Identifying innovation opportunities in the chocolate market

02.09.2015

An Eastern European food manufacturer increases brand relevance in the chocolate market.

The client is a major manufacturer of sweet and savory treats in Eastern Europe.

Situation

Our client wanted to uncover new ideas to grow chocolate sales and increase brand relevance without competing solely on price.

Approach

First, we applied core methodologies from GfK Smart Discovery and GfK FutureWave to draw a Future Market Map for the client. We conducted focus groups, in-depth interviews and one-on-one sessions to get a view of the world through consumers’ eyes.

The sessions yielded white-space opportunities for innovation and an understanding of the consumers’ evolving needs. We worked with the client to brainstorm questions for the next phase of the research and used our FuturePath framework to segment opportunities.

We also held face-to-face interviews with 800 regular chocolate buyers. After the presentation of our results and recommendations, we worked with the client to test new concepts with consumers.

Outcome

Following the launch of a premium chocolate brand, the company saw user penetration improve by almost 30% in the first six months.

In addition to attracting new buyers, the food manufacturer reversed an ongoing decline in sales and customer loyalty.

The packaging for the refreshed product range has won a number of regional awards.

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