Helping nuts brands win against private label in Western Europe.
Client
Leading Snacks Brand in the Netherlands
Background
Market overview of the Nuts and Seeds category in Western Europe.
Overview
Consumption of Nuts & Seeds has grown significantly over the past several years on the global surge of the health-and-wellness trend, enjoying double-digit growth across the key Western European markets. The category, however, is dominated by private label — strong in the natural segment — while branded players are historically solid in flavoured and salted territories.
Our job was to analyse the key Western European markets, derive the opportunities and challenges for the Nuts & Seeds category, and recommend concrete steps for brand development, considering the category within the larger context of savoury snacking.
Outcomes
- Analysis of the N&S category drivers in the context of snacking (sweet and savoury)
- Understanding of snacks per-capita growth and analysis of the gains and losses in the N&S category
- N&S growth blueprint created, mapping priority short-term measures per market — sizing primary snacking occasions, understanding core pack-price architecture, and defining the product innovation pipeline per market
