ABOUT THE CLIENT
Client is a massive multinational bakery company from Mexico. It’s one of the largest baked foods companies in the world, with operations in many countries.
APPROACH
Quantitative research
PROBLEM STATEMENT
The client wanted to benchmark their existing product against top competitors on key quality parameters like appearance and tasting. The objective was to identify areas for improvement and strengthen overall consumer appeal
OUR SOLUTIONS
Central Location Test (CLT): Conducted face-to-face interviews in a controlled setting amongst the defined TG – customers of competition brands.
KEY TAKEAWAYS
The competitor brand outperformed significantly across most attributes, driven by softness, sweetness, sponginess, chewiness, moistness, fruit toppings, and after-taste.
These factors emerged as critical drivers of consumer preference and benchmarks for product improvement.
OUTCOME
The study highlighted clear areas where product enhancement is needed to better match consumer expectations. By addressing gaps in texture, flavor balance, and overall sensory experience, the client can significantly improve consumer satisfaction and strengthen competitive positioning in the sweet bun category.