The challenge

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.

The solution

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.

The outcome

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.