Our client approached us to conduct exploratory research into the baby food market. They wanted to better understand the needs of parents buying pre-prepared baby food in their core regions – uk, france, germany – and whether they needed to tailor both format and content to each market.
1,000 respondents were interviewed across the 3 core regions.
We designed an extensive online survey to understand needs, concerns, worries from parents who are buying pre-prepared baby foods. We tested preferences amongst format, ingredients, where to buy, and taste concepts.
by country, and by age of child, we were able to define the core worries/concerns to address when labelling & marketing products, how parents like to buy in each market and their preferred flavours. This provided our client with a strong proposition to approach potential manufacturers to develop a better range of foods more suited to market needs.