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Exploring the Way Forward for a major crisp brand into the
Premium Category within Savoury Snacks
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Objectives
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A major crisp brand wish to expand their product into the more
premium category within the market place. They have
a number of conceptual routes and several product and
packaging options. Research was required to narrow
down these options with two broad objectives:
1. Understand what 'premiumness' means to consumers in
the context of salted snacks
2. Obtain consumer reactions to a number of conceptual
(and pack) options
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Methodology
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2 x 3 hour and 1 x 2 hour focus group discussions amongst
UK consumers, 2 x 3 hour and 2 x 2 hour focus group
discussions amongst French consumers, 16 in depth
interviews with French consumers and 2 x in-depth
interviews with French Industry experts. Team visits to
local food markets and suppliers were also undertaken in
each region.
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Learnings
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There are significant differences between the French and
UK markets. The UK market is already flooded with premium
crisps whereas the crisp offering in France was limited
with no premium products. However key learnings were
consistent across both markets; consumers look for premium
cues in taste, texture, flavours, product size, pack size
and pack executions. It was clear that both UK and French
consumers expect significant differences between the crisp brand
and a 'Premium product' in accordance with all of
the above cues. A clear concept and pack favourite emerged
from this research, however more work is required to refine
these ideas.
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