Specialist in market research in the food & FMCG sector

We have put together a project team specifically for the FMCG sector. They are responsible for conducting all research in this sector. The team has years of experience, both at research agencies, with brands, and with manufacturers. The combination of this experience, their enthusiasm, and our innovativeness ensures that we truly understand this market. This allows us to provide you with the best and most relevant insights, which is what we strive for.

Market research for the food & FMCG sector

FMCG is a dynamic market. The most notable developments at the moment are the rise of sustainable and user-friendly packaging, the increasing need for honest brand communication around sustainability, and the importance of connecting with younger target groups such as Gen Z. Our FMCG experts have extensive knowledge and work experience within this market and not only provide thorough research, but also focus on the right interpretation and advice.

The shopper purchase journey

Consumers come into contact with the brand through various channels. Regardless of which channel the customer uses (computer, mobile, or a visit to the physical store), the content must always be consistent. The brand experience across the various channels must be completely consistent, and research into customer behavior does not stop at the store door or when leaving the website.

We map out the entire shopper purchase journey, both online and offline, and provide insight into the relative importance of the various touchpoints. Based on this, the right touchpoints can be selected and shoppers can be better reached.

Some food & FMCG studies:

FMCG price research:

Nowadays, consumers can easily compare the prices of specific products or services. It is therefore important to market products at an optimal price. Understanding the price sensitivity of the product can help determine the right pricing strategy. We offer insights through price research.

Price research

FMCG shelf research:

Shelf research is a study into the perception and visibility of a product (category) on the shelf. The research provides insights into the drivers and barriers during the orientation and/or purchase of a product (category). Gaining insight into the choice behavior of consumers standing in front of the shelf helps determine the shelf strategy for your product. Would you like more information about shelf research?

Shelf research

FMCG concept test:

Many new product launches disappear from the shelves within 6 to 12 months. New Product Development (NPD) is a costly and time-consuming process that involves almost all departments in your organization. When product ideas do not properly align with consumer needs, success is difficult to achieve.

Our concept test includes the validated Markteffect Index (MPI) as standard. Developed through years of research, this index combines six aspects and puts your results into perspective. With the MPI, you can see at a glance whether your score is good or could be improved. This helps you make decisions based on the best insights. Want to know more?

Concept test

FMCG in-home use test:

Because a product consists of more than just packaging or a product idea, it is advisable to have the physical product assessed and tested by the intended target group. After all, you can tell a good story and entice consumers to make a purchase with an attractive design, but that is only the beginning. Would you like more information about the in-home use test?

In-home use test

FMCG shopping segmentation:

As a brand, retailer, or manufacturer in the FMCG or food industry, you deal with shoppers and consumers. We segment shoppers into different profiles based on their attitudes and behaviors within a specific category so that differentiated marketing can be applied to the various segments. Would you like more information about shopping segmentation?

Shopping segmentation

Shopper decision tree:

When purchasing FMCG or food products, we refer to this as the shopper decision tree (SDT) or, in some cases, the category decision tree (CDT). Another option is the out-of-stock analysis, which shows how the absence of products on the shelf influences shoppers' choices. The studies we offer provide insight into the route that a consumer consciously or unconsciously takes before placing a product in their shopping basket. Want to know more about the shopper decision tree?

Shopper decision tree

Markteffect package research :

Packaging is often the first point of contact with a brand or product on the store shelf. When shopping online, instantly recognizable packaging is perhaps even more important. You only get one chance to make a first impression, which is why choosing the right packaging design is essential. Whether it's a new packaging shape, a new design, or a (minor) change to existing packaging, you want to know how your target group will respond. Want to know more about packaging research?

Packaging research

FMCG usage and attitude:

Usage & attitude (U&A) is a study into the general assessment and use of a specific product (category). The aim of U&A research is to gain insight into the orientation, purchase, and use of a product (category) among a selected target group. Would you like to know more about usage & attitude research?

Usage & attitude

Meat substitute monitor:

Is the growth in meat substitutes a bubble, or are consumers really reducing their meat consumption? Since 2019, we have been conducting detailed research into the latest developments and trends in the (plant-based) meat substitutes market.

Meat substitutes monitor