Our client wanted to understand the food habits of consumers, especially when it comes to using industrialised food vs. fresh produce. They wanted to identify which food categories were offering the most potential for industrialised food in markets where consumers typically cook with fresh ingredients.
We conducted focus groups to explore the consumers’ lifestyle and how their food habits have evolved. We paired these qualitative sessions with a survey completed by over 1,900 respondents.
This exhaustive research allowed us to dress the portrait of food habits in the market and identify the lifestyle changes that are opening the door to the growth of industrialised products. It also allowed our client to identify which categories are offering the best growth perspectives. Furthermore, the segmentation of food habits allowed us to identify the types of consumers that are the most interested in adopting industrialised products.