Gelato bound for the US

Business Issue: An ice cream and gelato manufacturer from Spain wanted to introduce its products in the US market.

Methodology: Focus groups and shop-alongs in New York and Miami, to obtain insights regarding the perception and consumption habits of gelato in these markets.

Outcome: In the US, gelato is perceived to be a premium product and consumers expect upscale and elegant packaging, exotic flavors and a higher price-point compared to ice-cream.  After seeing and trying our client’s gelato, it was clear that the flavors and packaging did not meet the expectations of US consumers.  The client decided not to introduce its brand in the US and discovered they needed to make changes to their product formula and image in order to be successful in this market.

Specific findings like these can save clients time and money in the process of developing and/or exploring new markets.

Discovering Toasted Bread 

Business Issue: A manufacturer of baked goods from Latin America wanted to grow sales of its line of toasted bread among non-Hispanics in the US.

Methodology: In-home ethnographies and focus groups in Los Angeles, New York and Miami, in order to understand consumption habits among this target. 

Outcome: It was immediately evident that non-Hispanic consumers were completely unaware of the category and could not identify any product benefits. However, once they saw and tasted the actual product, interest was overwhelming. Based on the research, the following initiatives were implemented:

• New packaging to include a variety of consumption ideas and important nutritional claims.
• A clear communication of the product benefits (portability, versatility, shelf life, etc.), especially compared to sliced bread.
• Product sampling in supermarkets in order to get potential consumers to try it.

As a result, product recognition rose and sales increased.