Consumer Studies & Behaviour

Analysis

Foodcare

Consumer Studies & Behaviour

The food market is changing rapidly, shaped by new trends, shifting preferences and increasing competitive pressure. Our consumer studies reveal why people buy and how they use products in everyday life. This enables you to make well-informed decisions for marketing, sales and assortment planning, while also strengthening your arguments with retailers.

Consumer studies & behaviour at a glance

Understand the purchasing decisions and everyday use of your target audience
Make well-informed assortment and marketing decisions
Create a reliable foundation for internal stakeholders and retail partners

Understanding Purchasing Decisions

Consumer studies help you analyse the drivers behind purchasing decisions, such as price, packaging, sustainability or habits. You gain insights into why a product is bought or left on the shelf.

Making Usage Behaviour Visible

By observing products in everyday use, you learn how they are actually used – whether portion sizes are appropriate, preparations are easy, and expectations are met. These insights feed directly into your product development and marketing decisions.

Methods • Usage & Attitude Studies (U&A Studies) • TURF-Analysis How Is the Data Collected?

1. Online Surveys Flexible, fast and cost-effective. Especially suitable for studying shopping and consumption behaviour, gaining target group insights and trend analyses. • Wide reach • High-quality panel participants • Short turnaround times 2. In-Home Use Tests (IHUT) Consumers test products at home in their everyday environment. This is ideal for products that need to be evaluated in real-life usage, from convenience foods and baking mixes to household items. • Realistic application in everyday life • High engagement • Not influenced by laboratory or study settings 3. TURF Analyses Determine the optimal assortment or combination of variants to reach the largest possible target audience with the fewest products. • Ideal for assortment and variant decisions • Shows reach and overlap of different options

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Shelf life study

As a food producer, you must substantiate the shelf life of your products. Normec conducts microbiological and sensory shelf life testing and provides advice on both the current shelf life and possible extension.

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Taste Test

A compelling packaging, clear design and the right message are often just as important as taste. Consumers decide in seconds at the shelf whether a product makes it into the basket or not. With concept testing, you find out which designs, claims or innovations truly resonate and gain valuable arguments to support your product launch and discussions with retailers.

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Comparative and Benchmark Testing

The market is highly competitive – small differences can make all the difference. With comparative and benchmark tests, you learn how your products perform against the competition, whether reformulations are noticed by consumers, and which product is genuinely preferred.

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FAQ

Frequently asked questions

What does consumer studies and behaviour encompass?

Consumer studies and behaviour refer to research that explores why consumers buy certain products and how they use them in everyday life. It helps you understand purchase drivers, usage habits and preferences, enabling more confident decisions in marketing, product development and assortment planning.

What are the benefits of consumer studies and behaviour?

Consumer studies and behaviour provide clear insights into purchasing decisions and real-life usage. It allows you to base your marketing and assortment strategies on reliable data, strengthen your arguments with retail partners, and create a solid foundation for your internal stakeholders.

Which research methods are used in consumer studies and behaviour?

A range of methods can be used, including Online Surveys, In-Home Use Tests (IHUT) and TURF analysis. Online surveys offer fast and cost-effective insights, IHUTs reveal how products perform at home, and TURF analysis helps identify the best assortment to maximise reach.