Services
Innovation Strategy
Trend Analysis
Year
2014
Sector
FMCG

Driving the Relevance and Frequency of Cereal Consumption

Breaking into new markets is no easy task, even when you have a heavyweight brand such as Nestle, and it can throw up obstacles when considering brand continuity, alignment and product range diversity.

Nestle Cereal Partners is an established category leader with a majority market share in Turkey. Whilst the Turkish overall FMCG market is in growth, it is still in infancy with regard to the cereal category, with low levels of household penetration and individual consumption.

Nestle was keen to drive category growth through increasing the relevance and frequency of cereal consumption.

To that end, we were asked to carry out a trend analysis that would provide the foundation of knowledge needed to localize the ‘global’ innovation strategy.

We were asked to evaluate the global customer segments defined by the European Switzerland head office for the Turkish market.

Market data analytics, cross-referencing primary conducted interviews, surveys and ethnographic studies, enabled us to extract key insights on the Turkish consumer and the competitive landscape. By providing a detailed trend analysis of local breakfast eating habits, attitudes and perceptions we were able to make strategic recommendations to the local and global innovations team.

Impact

The workshop provided the Nestle team with the fresh perspective they needed into the Turkish market in order to establish strategic understanding and long-term planning of how to build the category.