Vypr Product Intelligence
Discover what your target customers think of your brand and products.
Australian Coffee Manufacturer
Discover how Vypr helped a leading Australian coffee manufacturer identify and appeal to a younger generation of coffee drinkers.
“Using Vypr to validate our product name and packaging design was a game-changer for us. It enabled us to precisely target our potential consumers and gain valuable insights into how the new product would be perceived before moving forward with production.”
Scenario
Our customer is a leading Australian coffee manufacturer that has been transforming premium beans into exquisite coffee for over 60 years. The business owns several major brands, some of which are only available in country, and their products are present across grocery, convenience and food service channels.
Problem
Our customer is looking at new ways to grow in a high penetration category. Whilst most Australian consumers classify our customer (and their brands) as a basket staple, their brands tend to appeal most to over 35’s. In response to this opportunity, our customer has specifically developed an iced coffee concept in RTD format, which is designed to appeal to a younger audience of Gen Z and Millennial coffee drinkers.
Whilst the concept delivers on flavour and is competitive on price, the sub-category is dominated by a single player that owns the fixture.
Consumers are making category choices without a credible alternative and given the lack of incremental category growth, retail buyers have become sceptical and dismissive of new players entering the category.
This has created a challenging environment for new brands, with buyers needing both a high-quality product and a credible commercial story to sell and stick.
Solution
Vypr leveraged its proprietary community of Australian consumers and first-class research expertise to create a blended methodology of qualitative and quantitative questioning. The Vypr utility supports the creation of specific and bespoke profiling demographics, which were used to segment the market, in this case by age, gender and coffee category buyers.
As well as being able to target discrete consumer typologies, the demographics were also used to filter results retrospectively to identify nuance and build, then test hypothesis thinking. Our customer had hypothesised that whilst the category captain had broad appeal to coffee drinkers, their brand may be perceived as overly masculine. This was tested and evaluated as part of the activity, as was appeal, different flavour variants, barriers and motivators to purchase and overall brand preferences.
The activity was completed quickly, with our customer able to access a clear set of reporting data and key takeaways, as well as recommendations, within days of the initial briefing.
Conclusion
Our customer is delighted with the quality of the results and the clarity of the commercial narrative. The research validated that the category is open to change and that shoppers are looking for something new. We identified a gap in the market for a specific type of consumer and were able to demonstrate that our customers new RTD concept would maximise this opportunity.
Reporting data from the research was used by our customer to corroborate market positioning, brand story and supercharged the commercial narrative. The objective nature of the material made it impossible for the buyer to ignore it and our customer was successful in winning several new listings with major grocery retailers.
Due to the high-quality nature of the product, returning consumption and purchase frequency were higher than anticipated. This is helping to drive incremental category growth for the retailer, as well as stealing share from the category captain.
Moving forward our customer is engaging with Vypr to support a broad range of requirements in Australia and beyond.
“The cost-effective approach and rapid turnaround, with results in just 72 hours, made Vypr an essential tool for ensuring our NPD hits the mark with our target “audience.
General Manager
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