The challenge
A global yoghurt brand asked us to help them understand the thought process shoppers go through when shopping yoghurt products.
What we did
The 4 methodologies we used allowed us to understand how shoppers were moving around the category, what they were looking at on fixture and how they really felt about the category and the products within it.
What we found out
- Taste is the most important factor when purchasing yoghurt
- Both volume of yoghurt, and price/offers play a key role in shaping how value is perceived in yoghurt
- 35% of shoppers are not the consumer
