IGD Solutions

 

How UK manufacturers are using shopper intelligence to adapt and gain competitive advantage in a changing environment

 

The challenge

A UK based food manufacturer sought IGD’s support during its go-to-market planning process. The senior leadership team wanted to know how shopper habits towards their brands had changed during lockdown. They also wanted to explore whether this change in buying and consumption behavior would continue into the foreseeable future.

The team felt it was imperative to gather the latest intelligence since shopper behaviour is changing so rapidly. With IGD’s help, the team could use this information to develop plans that are fit for purpose. They were also able adapt their brand/product strategies to fit the needs of their customer.

The solution

IGD conducted a special ‘stay alert’ shopper/consumer survey at category and product level. Through this primary research, our experts can identify and capture new consumption and shopping behaviours. And with the tracking service, can also forecast future shopper needs.

This survey addresses the three key questions manufacturers have:

  1. What are people doing differently in my category and brands?
  • What new eating behaviours and usage occasions are there
  1. How are people shopping differently?
  • Where and how are they meeting these new needs/sourcing product.
  • What channel (retail and online) are they using to source the product.
  • How will this product be affected during a recession and recovery period?
  1. Of these behaviours, what is likely to ‘stick’ and become part of the new normal?
  • By running questions based on behavioural science and track responses over time, IGD experts can identify new behaviours that are likely to stick.

Key results

The ‘stay alert’ survey results provided an accurate picture of post-covid consumer and shopper behaviours at category, brand and product level.

A clear understanding of what brand and product changes are required to optimise sales.

The manufacturer was able to adapt its plans, ensuring the future success of brand and go-to-market strategies.

IGD experts can help you understand how your brands are performing
now and identify future growth opportunities based on shopper research.
Get in touch to talk to our team and find out more.

Contact us

To find out more from an IGD Expert please fill out the contact form.