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Our client operates in a highly competitive global marketplace, continually tackling key challenges such as increases in raw material prices, rising pressure to improve sustainability, as well as striving to improve their Corporate Social Responsibility. As well as improving their environmentally friendly methods and credentials, COVID-19 has forced a dynamic shift to supply chain management and added yet another layer of complexity.
The pandemic has caused a significant shift in consumer snacking habits and it is anticipated that consumer behaviour will not return to pre-pandemic buying patterns. The impact is that our client needs to be more nimble in its response to ongoing changes in their sector.
With so much complexity to consider, our client was looking for a solution that enabled them to build a competitive advantage. Their goal was to innovate and continue to grow, while still satisfying the changing needs and desires of consumers.
Snacking data can be cut and analysed in countless ways – flavour, format, occasion, size… the list goes on. Our client wanted to explore an interesting hypothesis – that customers’ preferences, are in part at least, led by the way snacks feel in the mouth. But how do we even begin to measure or quantify this?
Wessex identified 14 unique mouthfeel classifications; the tricky part was then segmenting sell-out data across 18 markets into these 14 classifications – approximately 35,000 product lines!
Wessex overcame the below challenges for the client – something an off-the-shelf solution cannot achieve:
Wessex devised a tailored, bespoke in-house solution to segment the data that is founded on our key principles to data management:
The results were fascinating – cutting the data in this way empowered the client to answer some very powerful and thought-provoking questions which has ultimately influenced the client’s market strategy: