Pricing, SKU and customer journey analysis of a new ingredient
product categories assessed
Food scientist and NPD consultant
Technologist and food ingredient consultant
Our client, a large global ingredient player, reached out to help them assess the competitiveness of their 2 novel ingredients within the global plant-based meat and dairy markets. In addition, they requested support on defining their final SKUs, unique applications, pricing, market attractiveness and most relevant customer types.
Due to the depth of insights needed for this project, we combined several approaches, from conducting desk research and utilizing our in-house ingredient and market knowledge to running a range of expert and company interviews. We also utilized the test lab facilities of our partners in order to obtain an independent assessment of several ingredient properties.
We delivered a comprehensive 40-page PowerPoint report alongside an Excel model covering the detailed analysis of potential SKUs (incl. functionality and application), a potential customer group assessment, a detailed competitive ingredient overview, market attractiveness of the ingredients and pricing of SKUs. In addition to the main deliverable, we included a range of actionable recommendations for our client, from SKU improvements to go-to-market to new product development.