Background

The client sought to sharpen their understanding of the European competitor landscape for front of house and back of house dressings and sauces in the foodservice channel.

They aimed to gain deeper insights into a competitor strategies and product ranges across five national markets to identify current and emerging gaps in their own portfolio.

The client focused on segment prioritisation, product focus, innovation, channels, communications, and supply chain to inform strategic, operational and investment decisions.

Approach

We conducted a thorough analysis by combining expert interviews and extensive desk research. Interviews included former competitor staff and current staff at major distributors.

This approach allowed us to map competitor portfolios and gather qualitative and quantitative insights into strategic thinking and corporate structure.

We were able to identify product gaps and strategic and marketing initiatives including using influencer marketing and front of house partnership strategies which could be adopted by our client.

Outcome

The project highlighted opportunities for innovation and market positioning for our client. Our report also included recommendations around product margin and brand visibility.

This will enable the client to optimise their product portfolio, enhance competitive positioning and drive growth in European markets.