Background

Our client wanted to transform its European nutrition portfolio to unlock greater growth. They sought to build a robust understanding of top competitors across the European market to shape future strategies effectively.

Key challenges included navigating a saturated market with numerous local and global players, understanding consumer buying behaviours and addressing the constraints of a volume-driven versus price-driven market.

The client wanted insights to develop a winning strategy across key categories where they intended to compete.

Approach

Our approach involved conducting in-depth interviews with former executives from competitors and performing extensive desktop research. We analysed competitor performance using data from Euromonitor and mapped competitor product portfolios through their websites and local retailers.

This methodology allowed us to develop insights into competitors’ strategic focus, growth tactics and market positioning.

We also examined how competitors aligned their product portfolios with local tastes and preferences, providing a comprehensive understanding of the competitive landscape.

Outcome

The project concluded with suggestions of opportunities to drive growth in fast-growing product categories and defend positions in stable markets. Recommendations included leveraging brand authority, exploring acquisitions and focusing on trending dishes.

These insights will allow the client to refine their product portfolio, enhance market penetration and achieve sustainable growth in targeted segments.