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NPD and Global Consumer Trends

The assignment

A global flavor and fragrance house wished to assess food category-specific consumer trends in Europe, in order to identify new business opportunities and potential threats within their markets, categories and consumers' behavior.

They wanted to achieve this by looking at the end consumer and measuring the relative importance of changing consumer attitudes to their core categories and relative flavors. 

As well as gaining an understanding of emerging consumption trends they hoped to confirm their current strategy, whilst also identifying new consumer need states, flavor combinations and consumption occasions.

Based upon our experience of managing, creating and interacting with niche audiences across Europe, Canadean was selected to provide the client with a solution to this challenge.

Approach and delivery

Following a thorough consultation period, Canadean conducted extensive online qualitative research to uncover core trends, counter trends, occasions, need states, product and relative flavor preferences as well as perceived white spaces by market, consumer segment and category.  These focus groups were moderated by Canadean and attended by the client.

Upon successful completion of this component, Canadean took the findings and used the outputs to build a targeted online quantitative survey, with a view to creating a trends framework for the client, effectively measuring and sizing the impact of these trends within each market.

Impact and benefits

Canadean demonstrated that whilst the majority of the client’s international strategy was well placed, a number of unexploited trends were available.  Canadean was subsequently re-commissioned to assess the potential longevity of these trends and advise on their NPD process and international strategy.