Concept test for Haribo F!ZZ

Part of that range has for some time now included Haribo F!ZZ, a product line of candy varieties distinguished by their sour flavors, unique textures, and colorful packaging. In order to gain more insight into consumer preferences regarding candy, there is a need for research into the assessment of the product line, which includes seven different product variants. Market research agency Markteffect engaged to obtain these insights among the right target group.

Our approach

Based on the issue, a concept test study was chosen. To this end, research was conducted among both Dutch and Belgian consumers in the 15 to 25 age group, looking for "sweet eaters." Through online quantitative research, important insights were gained into which of the seven Haribo F!ZZ products have the most potential and chance of success.

Results

Based on the results of the concept test, Haribo gained more insight into the assessment of the seven different products in the Haribo F!ZZ product line. By using MaxDiff analysis, it was possible to measure the relative preferences of Dutch and Belgian users among the different candy varieties. Based on the insights from the analysis, it can be concluded that there is sufficient potential in both countries. 

Specialists who worked on this

We are an independent research agency specializing in providing insights based on market research. This project was made possible by a team of skilled experts with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!