Category-FMCG
Unlock growth strategy for a FMCG client in their ambitious plan to launch new brands in the snacking category by suggesting right opportunity space & product offering.
The Challenge
Post initial confluence with client we decided to go with “healthy snacks category”. It was surely an imperative task to dimensionalize “healthy” and “snacking” to arrive at what healthy means in the context of snacking. And then unpeel the met, unmet, served, underserved and unknown needs of healthy snacking.
The Approach
We conducted interactions in group context along with DI’s across different age (young, first jobbers and married) in different regions. The dimensions of heathy versus unhealthy snacks were discovered which revealed consumer stories around cravings, tasty, unconscious need to do snacking and finally the justifications to have them in first place.
The Impact
We found snacking has to be tasty, crunchy and spicy which lift the monotony from life. Healthy snacks had to be thereby tasty first and healthy second. So, we recommended them to make a brand that guarantees health part as a promise while offering something which consumers can “indulge” in without thinking about it.