BUSINESS NEED

A global leader in the confectionery industry sought guidance in evaluating market entry strategies for the “Goodness & Wellness” biscuit segment. The primary goal was to assess the market potential by identifying key consumer value drivers, understanding relevant product attributes, and mapping the purchasing process across Italy, the United States, and Saudi Arabia. The objective was to determine whether to enter this market and how to position their products effectively for success in each country.

METHODOLOGY

The Analytics Arts team employed a qualitative approach using in-depth interviews to explore consumer behaviors, attitudes, and preferences in the health and wellness biscuit segment. A total of 24 in-depth interviews were conducted across Italy, the United States, and Saudi Arabia. The methodology aimed to provide deep, nuanced insights through the techniques of Projective Exercises, Free Associations & Plus and Minus. In the second phase, the focus shifted to product concept testing and evaluating distribution channels through Composition of Narratives/Stories & Laddering. Additionally, the interviews mapped out the consumer purchasing process through Notness Technique & Focus on Brands.

OUTPUT

The research revealed that product claims, packaging, and brand reputation significantly influence the purchasing decisions for health and wellness biscuits. Consumers preferred brands that clearly communicated transparency, quality, and health benefits. The research identified natural ingredients, functional benefits, and low sugar content as key value drivers. It validated both e-commerce for convenience and in-store channels for brand visibility, particularly in Italy and Saudi Arabia. Additionally, insights into packaging, claims, and brand reputation helped refine product positioning and marketing strategies.

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