ABOUT THE CLIENT
Client is a growing player in the Indian FMCG space, with a focus on innovative and better-for-you food products.
APPROACH
Quantitative research
PROBLEM STATEMENT
Client wanted to evaluate consumer acceptance of their noodle range against competition, identify key drivers of preference such as color, aroma, and flavor, and determine improvement areas for each variant before scaling up.
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
Certain flavors generated stronger traction and higher acceptance.
Visual appeal (color) and aroma played a key role in driving preference.
A few variants performed at near parity with competition, while others required more work on flavor balance.
Texture and first-bite experience were highlighted as strengths.
OUTCOME
Provided clear product-level improvement roadmap (color, aroma, spice/flavor balance).
Helped the client refine product formulations to strengthen competitiveness.
Insights reinforced positioning strategy to leverage strengths while addressing gaps before wider launch.