PepsiCo

PepsiCo

Understanding an emerging consumer group

Context

People consume supplements for different reasons. PepsiCo knew a lot about what performance-motivated consumers look for in supplements but wanted to know how to attract and retain other types of consumers. PepsiCo asked Innovia to help them understand the wants and needs of an emerging consumer group.

Approach

We mapped out the reasons that consumers might choose supplements, other than for performance. Using a food choice model, we designed the strategy for the primary research. We then conducted tasting sessions, exercises and deep dive interviews to probe behaviours, needs and pain points around initial supplement purchase and repurchase. From this, we created six archetypal supplement consumers and presented prioritised approaches in an engaging video format.

Impact

We delivered an understanding of the barriers and enablers to consumption to help PepsiCo grow the category.

Our behavioural-science approach meant that we could seamlessly translate our research output into actionable next steps, resolving inconsistencies and cutting through the noise of previous studies.

Our direct clients said, “You created archetypes at the right level of detail and nuance, enabling us to articulate the product attributes for development. The high-impact video helped us to communicate this work with internal teams.”

We used an adapted Total Food Quality Model to plan the research

We used an adapted Total Food Quality Model to plan the research

Related Info