Have you ever noticed how quickly food trends come and go? One moment, everyone’s into overnight oats, and then suddenly, coronation chicken makes a comeback, and orzo and vegan cheese are everywhere.

The food and beverage industry must understand its customers’ preferences to keep up with the rapid pace of change. Unlocking the secrets behind consumer desires, understanding the motives driving their choices, and grasping how they view brands can dramatically shift a product from being just another option on the shelf to becoming a beloved market leader. Traditionally, this understanding has been the domain of qualitative research. This methodological approach digs into the complexity of human behaviour and motivation through interviews, focus groups, and observational studies. This method, however, has often been seen as too slow, expensive, or cumbersome for widespread use, especially when compared to the broader strokes of quantitative data analysis.

Enter qual-at-scale, a revolutionary approach that harnesses the power of artificial intelligence (AI) to redefine qualitative research. This innovative method marries the depth and nuance of traditional qualitative techniques with modern technology’s speed, efficiency, and scalability. At its heart, qual-at-Scale utilises AI algorithms to process and analyse large volumes of unstructured data—such as open-ended survey responses, social media conversations, and video feedback—transforming it into actionable insights with unprecedented speed. This democratises access to in-depth consumer insights and enables F&B brands to stay agile, making informed decisions based on a comprehensive market understanding. 

AI unlocks a new era of qualitative analysis at scale, giving us rich, detailed narratives behind consumer choices and elevating strategic decision-making to new heights of precision and relevance.

The Value of Qualitative Research in Consumer Insight Gathering

Qualitative research delves into the complex stories behind consumer behaviour, revealing the emotional and psychological reasons behind decisions. Using interviews, focus groups, and ethnographic studies, qualitative research provides a rich, nuanced view of consumer attitudes and behaviours, revealing the “why” behind the “what,” helping brands create more impactful strategies and products tailored to their audience’s needs. The approach of qual-at-scale combines qualitative and quantitative research, utilising AI and human intelligence to provide a fuller understanding of consumer trends. This method allows for larger sample sizes in qualitative research, offering timely and relevant insights to address business challenges effectively. 

So, why has consumer research historically favoured quantitative methods over qualitative ones? 

Quantitative research has been seen as the faster, cheaper, and more scalable way to gather insights. With statistical analyses and broad sample sizes, it’s no wonder it has been the go-to method for companies looking to gain generalizable insights. 

However, many fail to realise that qualitative insights are just as valuable, if not more so, for their ability to provide rich context and depth that numbers alone cannot convey. And that’s where AI comes in. 

Qual-at-scale powered by AI is transforming market research, offering brands a dynamic way to tackle challenges and make strategic decisions. With the integration of AI, analysing vast amounts of qualitative data has become manageable and insightful, giving brands a competitive edge by uncovering hidden nuances and epiphanies in consumer behaviour and market trends.

The fusion of human intelligence (HI) and AI creates a co-empowerment — it broadens the scope of research, enabling more iterative approaches and a deeper exploration of data. 

Human-in-the-Loop: Guiding AI to Relevant Outcomes

The “human-in-the-loop” concept revolutionises qualitative research at scale by marrying AI’s efficiency with human expertise. This synergy ensures AI-driven insights are not just data-rich but deeply meaningful, as human oversight adds a layer of creativity and critical thinking to the mix. By embracing this approach, we unlock a dynamic fusion of AI precision and human intuition, capturing consumer insights with unparalleled accuracy and adapting swiftly to evolving trends. This model doesn’t just enhance research outcomes; it propels continuous learning and improvement in AI systems, perfectly aligning with the ever-changing landscape of consumer behaviour.

Research-brief

Advantages of qual-at-scale

  • Efficiency in Data Analysis: AI-driven analysis of large volumes of qualitative data significantly reduces the time needed to derive insights.
  • Cost-Effectiveness: Reduces the financial burden traditionally associated with in-depth qualitative research by automating data processing and analysis.
  • Scalability: Allows for examining data from a broader and more diverse set of consumers than would be feasible with traditional methods.
  • Depth of Insight: Maintains qualitative research’s rich, nuanced understanding characteristic, even when analysing large datasets.
  • Agility in Response: Enables quicker decision-making based on up-to-date consumer insights, allowing brands to adapt to market changes rapidly.
  • Bridging Qualitative and Quantitative: Merges the detailed insight of qualitative research with the scalability and broad applicability of quantitative methods.
  • Enhanced Accuracy: AI algorithms can uncover patterns and insights that might be overlooked in manual analysis, reducing human error and bias.
  • Dynamic Learning: The “human-in-the-loop” approach allows AI systems to improve and adapt, ensuring insights remain relevant continuously.
  • Democratisation of Research: Makes detailed consumer insights accessible to companies of all sizes, not just those with substantial research budgets.
  • Sentimental analysis and trend detection: From sentiment analysis to trend detection, AI algorithms can identify patterns and insights that might escape even the most experienced human researchers. This capability allows brands to detect and adapt to shifting trends early, staying ahead in their market.
  • Iterative Exploration: Supports more flexible and ongoing research approaches, allowing for exploring emerging trends and behaviours as they develop.

AI-enhanced tools transforming qualitative research in F&B

Integrating AI into qualitative research methodologies has significantly augmented the capabilities of researchers, especially within the dynamic food and beverage sector. 

Below, we explore several key areas where AI is making a substantial impact.

Discussion Boards.

AI is revolutionising discussion boards, especially in the food and beverage industry. It’s not just about asking the right questions to get deep, insightful answers from consumers anymore. AI steps in to keep conversations relevant by moderating content and even highlights trends like the growing demand for non-alcoholic or low-sugar drinks. This means companies can quickly adapt, crafting products that hit the mark with consumers. It’s a game-changer, making the process more efficient and insightful, without the usual bias.

Focus Groups and In-Depth Interviews

In the dynamic world of the food and beverage industry, qualitative research methods like focus groups and in-depth interviews (IDIs) are key to unlocking consumer attitudes and behaviours. 

Now, imagine coupling these time-tested approaches with the power of AI. AI doesn’t just assist in crafting precise discussion guides to draw out rich insights; it transforms the way we analyse feedback. 

By swiftly identifying common themes and sentiments, AI ensures that critical insights jump out at us, speeding up the decision-making process. Picture a snack brand leveraging AI to sift through focus group feedback on a new product’s taste and packaging. 

The result? A faster track to pinpointing what delights consumers and what needs tweaking.

Video Analysis

Video feedback is revolutionising how we understand consumer reactions, especially with the power of AI. Imagine capturing not just what people say about a new coffee flavour, but how they feel —their excitement, their surprise, all through analysing their expressions and body language. This isn’t just feedback; it’s a window into the genuine, unspoken reactions words alone can’t capture. 

Key Strategies for Conducting Effective Mass Qualitative Studies

While the advantages of qual-at-scale research are significant, it’s crucial to recognize that it’s not the universal solution for all research needs. 

Selecting the appropriate research methods tailored to specific business objectives is essential. However, the value of this methodology should not be understated, and its potential benefits warrant consideration for its inclusion in research strategies. 

In my experience, I have found these guidelines essential for executing a successful qual-at-scale study:

  • Simplify your approach: Aim for a broad and straightforward study design. Complexities can complicate the analysis process, requiring more time to filter through the data.
  • Avoid overanalyzing: Qual-at-scale differs fundamentally from small-scale qualitative studies. Instead of an in-depth analysis of every detail, aim for a broader overview to capture a wide perspective on the subject matter. Nonetheless, the study’s specific objectives can influence the depth of analysis required.
  • Leverage social media for additional insights: Social media platforms offer direct interaction between brands and consumers, making it easier to gather consumer insights through polls, questions, competitions, or organic interactions via social media customer service.
  • Maintain contextual balance: Achieving a balance between understanding the overarching context without overlooking the minutiae is crucial. This dual perspective enables researchers to derive accurate and meaningful insights. 
  • Select appropriate tools for your research: Research projects require specific tools aligned with their goals. Tools can vary from social media engagement for policy changes or branding to dedicated research panels for product development or marketing refinement.

Tools and strategies for effective qual-at-scale research

When launching qual-at-scale research, researchers encounter the challenge of selecting tools that might not be inherently designed for large-scale qualitative analysis. The limitations of traditional qualitative tools and the somewhat restrictive capabilities of survey platforms for handling qualitative data necessitate a thoughtful approach to tool selection.

Here are some of the key elements we consider when undertaking a qual-at-scale study: 

  • Scalability: The chosen tool must handle a significant volume of data and support automated engagement and analysis to streamline the research process.
  • Flexibility: An ideal qual-at-scale tool should capture structured and open-ended data, with a responsive data analysis platform that can adapt to evolving business needs. Setting up strategic pop-up communities for large-scale data capture is valuable, offering insights that can pivot as market dynamics shift.
  • Collaboration: Collaboration is vital in iterative research. A skilled team experienced in qual-at-scale can enhance research outcomes by identifying appropriate tools, designing effective programs, and fostering engagement among participants.
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Enhancing reporting and storytelling through qual-at-scale

At the heart of qual-at-scale lies the reporting phase, where storytelling meets data. It’s where effective tools shine, blending coding, categorization, and emotional insights to unravel structured data’s secrets. Visualisation helps turn numbers into narratives, making the complex simple and engaging. 

Techniques to consider include:

#1. Thematic analysis: This approach is ideally suited for qual-at-scale, allowing for the rapid identification of key themes and nuanced sub-themes. AI technology accelerates the discovery of these patterns, providing a detailed yet efficient analysis.

Let’s say a brand conducts a Thematic Analysis of consumer feedback on a new beverage product. Here are the steps involved:

  • Identifying Key Themes: Researchers collect and analyse a large volume of consumer feedback from various sources, such as online forums, social media, and focus group discussions, about a newly launched beverage product.
  • Coding and Categorization: The data is then coded for recurring patterns. For example, comments might be categorised into themes such as “flavour preferences,” “packaging appeal,” “health considerations,” and “price sensitivity.”
  • Insight Generation: Analysis might reveal that while the new beverage is generally well-received for its unique flavour profile (a positive theme), there are recurring concerns about its high sugar content (a negative theme) and suggestions for more eco-friendly packaging.
  • Actionable Recommendations: Based on these themes, the brand could consider developing a low-sugar variant of the beverage and explore sustainable packaging options to address consumer concerns and preferences.

#2. Emotional analysis: By analysing qualitative data at scale, researchers can unlock a deeper empathic understanding, bringing a new dimension to insights to influence decision-making and drive innovation.

For instance, let’s consider a food delivery app that conducts emotional analysis of customer service interactions using AI. This is how the analysis will appear:

  • Collecting interaction data: Customer service interactions (emails, chat messages, social media engagements) are gathered from food delivery app users.
  • Analysing emotional tone: The data is analysed for emotional content using AI tools capable of detecting sentiments such as frustration, satisfaction, joy, or disappointment.
  • Identifying emotional patterns: The analysis might show high frustration related to late deliveries and a sense of satisfaction when customer service responds promptly and empathetically.
  • Guiding service improvements: Understanding these emotional responses, the app can implement changes such as improving delivery time estimates and training customer service teams to handle inquiries with even greater empathy and efficiency.

Final Thoughts

As qual-at-scale continues to evolve and integrate more deeply into the research methodologies of F&B, its impact on the industry’s approach to understanding consumer behaviour will be profound. This methodology challenges the traditional dichotomy between quantitative and qualitative research, suggesting a more holistic approach that equally values depth and breadth of insight.

In the future, qual-at-scale could become the standard for consumer insights research, pushing brands to adopt more sophisticated, AI-driven approaches to understanding their customers. This shift toward more nuanced, data-driven strategies is likely to redefine competition in the industry, with success increasingly dependent on a company’s ability to adapt to consumer needs and preferences quickly and effectively.

The promise of qual-at-scale in transforming consumer insights research is immense, offering the food and beverage sector an unparalleled opportunity to deepen its understanding of consumers. By leveraging AI’s power to enhance qualitative research’s scalability and effectiveness, brands can gain the insights needed to innovate and adapt in a rapidly changing market. As this methodology continues to evolve, it will undoubtedly become an essential strategy for any brand looking to gain a competitive edge, reshaping industry approaches to consumer behaviour.

Strategic decision-making based on data is key to achieving competitive advantage in global business. Yet, the journey from raw data to actionable insight is often fraught with challenges, especially when ensuring these insights resonate with and engage key organisational stakeholders. 

Drawing from my experience working with brands across various industries, I’ve observed a common hurdle: the traditional methods of data presentation, while informative, frequently need to captivate or inspire the intended audience. This understanding has propelled us at Kadence International to pioneer an innovative approach, blending our deep market research expertise with the transformative power of visual design to bridge this crucial gap.

The Art and Science of Visual Storytelling: Crafting Engaging Narratives from Data 

The norm in many organisations relies heavily on text-heavy PowerPoint slides to communicate research findings and insights. While this method serves its purpose, it often needs more dynamism to engage and motivate internal stakeholders. 

In my journey of collaborating with diverse teams, the power of visual communication to elevate data into compelling, memorable narratives has become unmistakably clear. By stepping beyond the traditional confines of presentation software and embracing a more creative, multidisciplinary approach, we’ve crafted stories that inform and emotionally resonate, ensuring that vital insights are not merely shared but felt and remembered.

Visual storytelling transcends the mere presentation of data; it involves threading insights into a narrative that captures the essence of the information and its implications. This narrative approach is grounded in the understanding that humans are inherently drawn to stories. We find stories more engaging, memorable, and persuasive than abstract data. The challenge and opportunity for market researchers and strategists lie in harnessing this natural inclination toward stories to make complex data accessible and compelling.

The process begins with identifying the core message or insight that needs to be communicated. This is not merely about summarizing data points but about distilling the core of the research into a central theme that can form the backbone of the narrative. From there, it’s about building a story that guides the audience through the data, highlighting key findings and drawing connections to the broader business context. This structure makes the information more digestible and more impactful, as it situates the data within a relevant and meaningful framework to the audience.

CASE STUDY 1

Client: Bloomberg

Background: An infographic for social media use containing key findings and data from a research study conducted by Kadence Singapore. The study explored how business priorities were evolving and adapting to new ways of working during the COVID-19 pandemic.


Insights for Bloomberg


The core objectives of this study were: 

  1. To explore the shift in business decision-makers’ attitudes and behaviours 
  2. To understand how business priorities evolved during the pandemic 
  3. To examine what types of news content decision-makers consumed to help devise their business plans 
  4. To assess which markets in APAC were perceived to be handling the pandemic well or were equipped to restart the economy

CASE STUDY 2

Client: Ovum

Background: How the Smart Home will develop by 2022 – an infographic produced for Ovum as part of a series of thought leadership pieces.

Insights for: Ovum (now OMDIA)

Integrating Design Thinking into Data Presentation

Design thinking plays a crucial role in visual storytelling, particularly in the context of data presentation. This approach emphasises empathy with the audience, creativity in problem-solving, and an iterative process of testing and refining ideas. By adopting a design thinking mindset, researchers and strategists can explore innovative ways to present data, moving beyond traditional charts and graphs to more dynamic and interactive formats.

One effective strategy is to employ visual metaphors and analogies that make abstract data more concrete and relatable. For example, if the goal is to communicate the growth trajectory of a product, one might use the metaphor of a journey, with different milestones representing key achievements or challenges along the way. This makes the data more visually engaging and embeds it within a narrative context that enhances understanding and retention.

Another aspect of design thinking is the emphasis on user experience. Data presentation means considering how the audience will interact with the information. This could involve interactive digital reports that allow users to explore different facets of the data at their own pace or immersive presentations that use augmented reality to bring data and products to life in new and engaging ways.

The Role of Emotion in Data Communication

While the importance of clarity and accuracy in data communication is undeniable, the role of emotion should not be underestimated. Emotional engagement is a powerful driver of attention, retention, and motivation. By tapping into the emotional dimension of data, visual storytellers can create a more profound connection with their audience that goes beyond intellectual understanding to inspire empathy, curiosity, and action.

This emotional engagement can be achieved through various means, such as using colour, imagery, and narrative elements that evoke specific feelings or reactions. For instance, a presentation on customer satisfaction could use visual themes and stories that reflect the customer’s experience, highlighting not just the numbers but the human stories behind them. This approach makes the data more relatable and persuasive, as it connects the insights to the emotional drivers of decision-making.

Tailored Impact: Understanding and Meeting Audience Needs

Each organisation, and indeed each department within, has unique needs and communication preferences. When you work with innovation teams, sales departments, and strategic planners, you realise the importance of customizing the format and medium of your deliverables to suit these varied audiences effectively. 

From creating immersive digital 3D models that bring new product concepts to life to designing infographics that simplify complex data for easier consumption, the goal has always been to ensure maximum engagement and impact. This tailored approach ensures that insights are presented and aligned with the audience’s specific needs and preferences, facilitating clearer understanding and stronger motivation to act.

CASE STUDY 3

Client: Asahi Europe and International

Background: Asahi partnered with Kadence International on a pilot designed to explore the applications of augmented reality to pack testing. The pilot was focused on one of Asahi’s flagship brands: Fuller’s London Pride.

Kadence visualised the London Pride bottle by creating a three-dimensional model and optimising it for augmented reality. The AR model of the London Pride bottle was then shared with respondents across the UK as an augmented reality experience that could be accessed via a smartphone. 

Find out more about the Asahi AR study here.

We developed product visuals for various formats and sectors – product visuals can be used for testing and refining concepts.

A Holistic Design Philosophy: Bringing Ideas to Life

The scope of visual communication extends far beyond the screen; it encompasses a wide array of physical and digital mediums. Tangible assets, such as booklets, posters, and even newspaper-style prints, are crucial in keeping strategic insights and plans at the forefront of an organisation’s consciousness. 

These physical reminders, strategically placed within a business environment, serve as constant prompts for discussion, reflection, and action, reinforcing the insights’ relevance and urgency.

Embracing Print Design in Data Visualisation

While digital mediums dominate modern communication, print design is invaluable in presenting market research insights. Its tangible nature ensures that key data and strategies are seen and physically interacted with, fostering deeper engagement and retention. 

From detailed reports to visually striking infographics, print materials serve as constant reminders of strategic insights, encouraging discussion and action. Incorporating interactive elements like QR codes bridges print to digital, enhancing user experience and allowing for a multifaceted data exploration. 

Moreover, personalised print designs can cater to the unique needs of various stakeholders, making insights more relevant and compelling. As sustainability becomes a priority, eco-friendly practices in print production reflect a commitment to environmental responsibility, resonating with stakeholders’ values. In the era of information overload, print design stands out by offering a memorable, engaging way to navigate complex insights, proving its enduring value.

Data from the Front Line: An Exploration into Research in APAC

Produced and printed by Kadence.

Printed booklet covering key data sets across nine markets in APAC, 2018

The Power of Video: Engaging Audiences on a New Level

In a digital age where video content dominates consumer attention, leveraging this medium has become a cornerstone of effective internal communication strategies. Through my work in producing videos for a variety of purposes—from enhancing stakeholder engagement to enriching internal conferences—I’ve witnessed first-hand the profound impact that well-crafted video content can have. It’s not just about presenting data; it’s about storytelling, creating an emotional connection that drives deeper understanding and commitment among viewers.

For a deeper dive into our innovative approaches and to see our insights come to life, visit the Kadence Vimeo channel. Explore our collection of projects, including detailed case studies and our dynamic showreel video, to witness the powerful impact of visual storytelling on market research and strategic decision-making. 

Unlock the potential of visual communication with Kadence International, where data meets design to inspire action and drive change.

Watch Now on Kadence Vimeo | View Our Showreel

Collaborative Storytelling: Engaging Stakeholders in the Narrative Process

One of the most critical lessons learned through my collaborations with clients is the value of a partnership approach. Understanding each project’s unique context, goals, and challenges allows designers to create visual content that truly resonates. It’s about marrying our expertise in design and insights with the client’s deep knowledge of their brand and market, resulting in visually captivating, strategically aligned, and impactful outputs.

One of the most effective ways to ensure data narratives resonate with their intended audience is to involve stakeholders in the storytelling process. This collaborative approach allows for a deeper understanding of the audience’s needs, perspectives, and decision-making processes, which can inform the development of the narrative.

Engaging stakeholders early on, from the initial stages of data collection and analysis to the final presentation of insights, fosters a sense of ownership and investment in the narrative. It also provides valuable feedback that can refine the story, ensuring it is aligned with the audience’s interests and business objectives.

This collaborative process can take many forms, from workshops and brainstorming sessions to iterative reviews of the narrative and visual elements. The key is to create a dialogue around the data, inviting diverse perspectives and insights that can enrich the narrative and enhance its impact.

Examples of Bringing Theory to Life

To illustrate the principles outlined above, let’s consider a few hypothetical case studies demonstrating visual storytelling’s power in transforming data into actionable insights.

  • Innovating Product Development: A technology company used 3D models and interactive simulations to present research on customer needs and market trends, enabling the innovation team to visualise potential new products and features. This immersive approach made the data more engaging and sparked creativity and collaboration, leading to the development of groundbreaking new offerings.
  • Driving Organisational Change: A non-profit organisation embarked on a major strategic shift, using a documentary-style video to share internal and external research insights with its stakeholders. The video combined data visualisations, employee interviews, and stories from the field, creating an emotionally compelling narrative that galvanised support for the change initiative.
  • Enhancing Customer Insights: A retail brand developed an interactive digital report to share findings from its customer satisfaction survey, incorporating video testimonials, infographics, and interactive charts. This approach allowed the marketing team to explore the data in depth, uncovering new insights into customer behavior and preferences that informed targeted marketing strategies.
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The Future of Data-Driven Storytelling

As we look to the future, the role of visual communication in business insights is poised to grow only more significantly. With the advent of new technologies and the increasing demand for data-driven decision-making, the ability to translate complex data into compelling narratives will become an invaluable skill.

The journey from data to insights to action is complex, fraught with challenges but also ripe with opportunities. By embracing the principles of visual storytelling, design thinking, and collaborative engagement, businesses can unlock the full potential of their data, transforming it into a powerful tool for strategic decision-making and organisational growth.

In an era of information overload, the ability to communicate persuasively is more critical than ever. The future belongs to those who can gather and analyse data and tell the stories that lie within, inspiring action and driving change. As we continue to navigate the vast seas of data, let us remember that there is a story waiting to be told at the heart of every number, trend, and insight.

Drawing from several projects across sectors, one thing remains clear: the transformative power of visual communication in translating data into action cannot be underestimated. Whether through the immersive experience of augmented reality, the apparent visual storytelling of infographics, or the compelling narrative of video content, the ability to convey complex insights in an engaging, memorable manner is critical to driving informed decision-making and strategic action within any organisation.

The journey from data to decision is multifaceted and challenging. Yet, through innovative visual communication strategies, it’s possible to illuminate the path, making insights not just accessible but genuinely impactful. 

As we continue to explore and expand the boundaries of what visual design can achieve in the context of business insights, the potential to inspire change, drive action, and shape the future of organisations worldwide is immense.

For those seeking to harness the full power of their insights, embracing the art and science of visual communication is not just an option—it’s a necessity.

Imagine the year 2030. As you walk down the aisles of your grocery store, a noticeable transformation unfolds before your eyes. Once laden with products bearing long lists of artificial ingredients, the shelves now boast an array of organic options. This change is more than a trend; it’s a testament to a global shift in consumer preferences and attitudes towards what we eat. Organic food, which began as a niche movement, has now taken centre stage in the narrative of future food consumption.

This evolution in our grocery stores is not a mere speculative scenario but a reflection of a significant shift occurring worldwide. From the bustling cities of New York and London to the growing economies of China and India, a common thread is emerging – an increasing demand for organic produce. This demand is not just a fad but a deep-rooted shift driven by a heightened awareness of health, environmental sustainability, and ethical consumption.

The Rise of Organic: Global Trends and Statistics

Once a nascent sector, the global organic food market has burgeoned into a powerhouse, charting a trajectory of robust growth and widespread adoption. 

Organic agriculture is practised in 191 countries, and more than 76 million hectares of agricultural land are managed organically by at least 3.7 million farmers. In 2021, the global market for organic foods was valued at an impressive $137 billion, up from $96 billion the previous year, according to the Research Institute of Organic Agriculture (FiBL), and it has continued to expand at an accelerated pace since.

The United States, a frontrunner in this organic revolution, has seen its organic food sales soar. The Organic Trade Association reported a record-breaking $67.6 billion in organic sales in 2022, marking a significant increase from previous years. This surge reflects a growing demand for healthier and more sustainable food choices.

With its vast population and rapidly growing middle class, China is not far behind. The Chinese organic food market experienced remarkable growth, with a reported market value of $14.52 billion in 2022. As the fourth largest organic market in the world and the first in Asia, China is an increasingly important buyer of organic products. Looking at the evolution of the market, organic food in China has enormous potential in international and domestic markets. China’s organic food industry is expected to grow at a CAGR of 13.34% from 2022 to 2028. This trend clearly indicates the shifting consumer preferences in one of the world’s largest markets.

In India, a country traditionally rooted in organic farming practices, the organic food market is witnessing a renaissance. The Indian Organic Food Market is projected to grow at a CAGR of 20.5% during 2021-2026. An increasing awareness of health benefits and environmental concerns fuels this growth.

Southeast Asia, including Indonesia, the Philippines, Thailand, and Vietnam, is also catching up. These regions have seen a surge in organic agriculture, driven by local consumption and export opportunities. For instance, Thailand’s National Bureau of Agricultural Commodity and Food Standards reported a significant increase in organic farming areas, signifying a growing market both domestically and internationally.

Japan and Singapore, known for their stringent food quality standards, have also embraced organic food. Japan’s organic market has been growing steadily, with the Organic Consumer Association citing a market size of approximately $1.6 billion. Although smaller in scale, Singapore is witnessing a similar upward trend, with a growing number of organic retailers and farms.

The United Kingdom, representing Europe’s second-largest market for organic products, has seen a consistent increase in organic sales. The Soil Association’s latest Organic Market Report revealed that the U.K.’s organic market surpassed £3.1 billion, continuing its eleven-year growth trend.

These statistics underscore the burgeoning global demand for organic products and highlight a significant shift in consumer consciousness. 

People across the globe are increasingly prioritising health, environmental sustainability, and ethical considerations in their food choices. 

Consumer Attitudes and Behaviours

The shift towards organic food is not merely a transactional change but a profound alteration in lifestyle and values. This shift varies significantly across different regions, painting a mosaic of consumer mindsets and practices.

Western Markets: Health and Environment at the Forefront

In the West, particularly in the United States and the United Kingdom, consumer attitudes towards organic food are deeply rooted in health and environmental consciousness. The Hartman Group’s Organic and Beyond report reveals that American consumers associate organic products with healthiness, environmental stewardship, and ethical production practices. In the U.K., the Soil Association’s report echoes similar sentiments, showing that concerns about health, animal welfare, and the environment are key drivers for organic purchases.

These attitudes translate into behaviours that prioritise organic options despite often higher prices. Supermarkets and online retailers in these regions have expanded their organic ranges significantly to meet this demand, illustrating a consumer base willing to invest in their health and ethical values.

Eastern Markets: Rising Awareness and Cultural Resurgence

In contrast, Eastern markets exhibit a blend of emerging awareness and a return to traditional agricultural roots. In China, the escalating concern over food safety scandals has propelled the organic market. Chinese consumers increasingly associate organic with safety and quality, altering their purchasing behaviours accordingly.

India presents a unique case where the organic movement intertwines with a cultural resurgence of traditional farming practices. A survey by Ernst & Young indicated that Indian consumers are increasingly opting for organic food to avoid chemicals and preservatives, highlighting a health-centric behavioural shift.

Southeast Asian markets like Indonesia, Thailand, and Vietnam showcase a dual trend: a growing middle class seeking healthier lifestyles and an export-driven organic agriculture sector. In these regions, adopting organic food is not just a consumer choice but also an economic strategy, as noted in a report by the International Trade Centre.

Young and Old

A fascinating case study from Japan, documented by the Organic Consumer Association, showcases an ageing population increasingly turning towards organic food, viewing it as a means to ensure long-term health and well-being.

In Singapore, a study by the National University of Singapore observed a rising trend in organic consumption among the younger, more environmentally conscious demographic, who are willing to pay a premium for organic products.

Synthesising East and West

The global organic wave is thus not a uniform phenomenon but a spectrum of attitudes and behaviours, each coloured by regional nuances yet unified by a common inclination towards healthier, more sustainable food choices. The organic movement is reshaping the food we consume and our values and priorities as global citizens.

In Western markets, the driving force is a blend of health consciousness and environmental responsibility, while in Eastern markets, it’s a combination of health concerns, cultural revival, and economic considerations.

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Transforming Agriculture: Embracing Organic Practices

The rise in organic food consumption is transforming agricultural practices worldwide. According to the Food and Agriculture Organisation (FAO), organic farming, once a peripheral method, is now at the forefront of sustainable agriculture conversations. Organic farming eschews synthetic pesticides and fertilizers, focusing instead on biodiversity, ecological balance, and resource cycling.

This shift is evident in the increasing acreage dedicated to organic farming. The FiBL’s report showed that global organic agricultural land increased by 4.1% in 2019, with countries like Australia, Argentina, and China leading in total area. In the United States, the USDA reported that organic farmland had expanded to 5.5 million acres by 2019, reflecting a growing commitment to sustainable agriculture.

Grocery Brands: Adapting to a Green Revolution

Grocery brands, both big and small, are adapting to this green revolution. They are expanding their organic product ranges and integrating sustainability into their business models. For example, major retailers like Walmart and Tesco have significantly increased their organic offerings, responding to consumer demand for more organic choices.

In addition to expanding organic product lines, some brands are taking it further by committing to sustainable practices across their supply chains. Companies are investing in sustainable sourcing, reducing carbon footprints, and improving transparency to meet consumer expectations for ethical and environmentally friendly products.

Pioneers in Organic Transition

A notable example is the Danish supermarket chain Coop Danmark, which has ambitious goals for increasing organic sales. According to their reports, they aim to make 40% of their produce organic by 2025, a move reflecting their commitment to sustainable food retailing.

In Asia, supermarkets like AEON in Japan and NTUC FairPrice in Singapore have been progressively expanding their organic ranges. AEON, in particular, has committed to environmentally friendly practices, including sourcing more products from sustainable agriculture.

Synthesis: A Unified Shift Towards Sustainable Food Systems

This unified shift towards organic agriculture and sustainable grocery practices indicates a broader movement towards sustainable food systems. It’s not merely a change in what we grow or sell but a holistic transformation in how we think about food production and consumption.

As these trends continue to evolve, they are setting new standards for agriculture and grocery retail, standards that prioritise not just profit but people and the planet. The future of food is being redefined by these movements, with organic and sustainable practices at its core. The organic wave is, thus, not just shaping our present; it’s carving out a more sustainable and health-conscious future.

United States: The Rise of ‘Organic Valley’

In the United States, the cooperative Organic Valley has emerged as a remarkable success story. Founded in 1988 by a group of Wisconsin farmers determined to keep their farming practices chemical-free, Organic Valley has grown into one of the largest organic consumer brands in the U.S. The cooperative’s model, which prioritises fair prices for farmers and sustainable practices, has contributed to the growth of organic farming in the U.S. and inspired similar models worldwide.

China: Tony’s Farm

Tony’s Farm, located in Shanghai, is an example of successful organic farming in China. Tony’s Farm produces over 60 types of organic vegetables and fruits and has become the largest organic farm in Shanghai. Their success story is not just about scale; it’s about influencing consumer behaviour in a market where organic was once a foreign concept. Their commitment to organic practices has set a precedent in a market that is increasingly health-conscious and environmentally aware.

India: 24 Mantra

In India, 24 Mantra is a success story in the organic sector. Started with a vision to provide organic food products to Indian consumers and promote sustainable farming, 24 Mantra has grown exponentially and now reaches global markets. Their success lies in connecting small-scale farmers with the burgeoning market for organic products, thus promoting both healthy eating and sustainable agriculture.

Philippines: Ritual

Ritual, a small store in Manila, illustrates the growing organic movement in the Philippines. It specialises in locally sourced organic products, ranging from food to household items. Ritual has become a hub for consumers seeking sustainable, ethical, and locally produced goods, reflecting a growing consciousness among Filipino consumers about the origin and quality of their purchases.

Indonesia: East Bali Cashews

East Bali Cashews is an inspiring case from Indonesia. This company integrates organic farming with social enterprise, providing employment and education opportunities in the rural Balinese community. They produce organic cashews, emphasising environmental sustainability and community development, showcasing how organic business models can have a broader socio-economic impact.

Thailand: Sookjai Foundation

The Sookjai Foundation in Thailand is a notable example of promoting organic agriculture among local farmers. This foundation supports farmers transitioning to organic methods, addressing both environmental concerns and health issues linked to chemical pesticides and fertilisers. Their work highlights the challenges of changing traditional farming practices and the importance of community-level initiatives in promoting organic agriculture.

United Kingdom: Abel & Cole

In the UK, Abel & Cole stands as a testament to the success of organic delivery services. Starting as a doorstep delivery service for organic vegetables, Abel & Cole has become a significant player in the U.K.’s organic market. Their commitment to sustainability, evident in their sourcing and packaging, resonates with a growing segment of environmentally conscious consumers.

Vietnam: Vinamit

In Vietnam, Vinamit is a noteworthy brand in the organic sector. Known for its organic dried fruits and snacks, Vinamit has overcome challenges related to processing and preserving organic produce. Their success in local and international markets underscores the potential for organic products in Vietnam’s food industry.

Japan: Oisix ra daichi Inc.

Japan’s Oisix ra daichi Inc. is revolutionising how organic produce is delivered to consumers. As an online organic grocery delivery service, Oisix connects consumers directly with farmers, ensuring fresh, high-quality organic produce. Their success indicates a digital age organic market, aligning consumer convenience with sustainable practices.

Singapore: Quan Fa Organic Farm

Quan Fa Organic Farm in Singapore exemplifies the challenges and successes in urban organic farming. Despite limited agricultural land, Quan Fa has succeeded in cultivating a wide range of organic produce, adhering strictly to natural farming methods. Their journey reflects the potential for organic agriculture even in highly urbanised settings.

Future Outlook

The future of the organic food market beams with possibilities and challenges. The trajectory we have witnessed thus far paints an optimistic picture. Yet, it requires continuous adaptation and understanding, especially in the context of global trends and consumer behaviours.

Predictions for the Global Organic Food Market

The organic food market is projected to maintain its upward trajectory, driven by increasing health awareness, environmental concerns, and a burgeoning middle class in emerging markets. According to a report by Grand View Research, the global organic food and beverage market size is expected to reach USD 320.5 billion by 2025, growing at a compound annual growth rate (CAGR) of 16.4% from 2019 to 2025.

This growth is not just confined to Western markets but is increasingly evident in Asia-Pacific and other emerging economies, where urbanisation and income growth are creating new opportunities for organic products. The expanding market scope implies that organic food is transitioning from a lifestyle choice of the few to a mainstream preference.

Shaping the Future of Food and Agriculture

The current trends in organic food consumption are reshaping consumer choices and influencing agricultural practices globally. There is a growing movement towards sustainable agriculture, driven by the need to meet the organic market’s demands while addressing environmental concerns like soil health, biodiversity, and climate change.

This shift suggests a future where sustainable and organic farming practices could become the norm rather than the exception. Integrating technological advancements in organic farming could further enhance productivity and sustainability, making organic food more accessible and affordable.

Understanding and Adapting to Global Trends: The Role of Market Research

In this evolving landscape, market research becomes crucial for brands and businesses in the organic sector. Understanding consumer buying behaviours and patterns is key to staying ahead in the competitive market. 

Brands must delve into what motivates consumer choices – is it health, environmental concern, quality, or a combination of these factors?

Market research can provide invaluable insights into these consumer dynamics, allowing brands to tailor their products and marketing strategies effectively. It’s not just about capturing the market share; it’s about resonating with consumer values and lifestyles.

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Preparing for the Future

Brands looking to thrive in the future organic market need to be proactive. They should invest in understanding their consumers deeply, not only in terms of current preferences but also in anticipating future trends. This involves engaging in continuous market research, connecting with consumers, and adapting to changing market dynamics.

Brands should also consider their role in promoting sustainable practices in agriculture and the broader context of their supply chains. This commitment to sustainability can become a key differentiator and driving force for brand loyalty among increasingly environmentally conscious consumers.

The organic wave is more than just a trend; it’s a paradigm shift in our relationship with food. As we look towards the future, embracing and understanding these global trends in organic food becomes paramount. Adapting to this shift is beneficial and essential for brands, farmers, and consumers alike. The future of food and agriculture is being rewritten, and it promises a landscape where health, sustainability, and quality are at the heart of our food choices.

With a GDP of $5.15 trillion, Japan is well-positioned for international expansion and offers substantial business opportunities for brands in various industries. 

The country has dramatically bounced back from the disruption caused by the 2011 natural disasters, like the earthquake and the Tsunami.

Japanese motor vehicles and electronics are prevalent globally. It is also among the world’s largest producers of steel. 

The country is among the world’s largest exporters of motor vehicles and electronic equipment. The service sector makes up the highest percentage of the economy in terms of gross domestic product and employment.

Major Industries in Japan

Japan’s five largest companies by market capitalization are Toyota, Sony, Keyence, Recruit Holdings, and SoftBank Group. Sony’s portfolio includes a distinctly non-Japanese Hollywood movie and music business originally acquired through a merger and acquisition over 30 years ago. SoftBank, in recent years, has morphed into a massive tech fund run by foreign fund managers invested almost entirely in non-Japanese startups. Recruit’s new CEO spent ten years acquiring and growing recruitment businesses in the U.S. before his promotion earlier in 2022.

Japan is focused on manufacturing precision and technology products such as hybrid vehicles, robotics, and optical instruments.

Other industries prominent in Japan are agriculture, fishing, and tourism. 

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What makes Japan an excellent choice for international expansion

Large World economy

The third-largest economy in the world, after the United States and China, and the fourth largest importer of U.S. products, Japan is open for international business. It is also one of the world’s most literate and technically advanced nations.

Robust Consumer Economy

Japan has a robust consumer economy with a per capita income of $42,197 and is a haven for brands that want to expand internationally. Japan’s massive consumer economy, in which consumers with considerable purchasing power seek high-quality and innovative goods and services. 

Protections and Compliance

An essential member of the international trade system, Japan complies with the law, and its efforts to maintain the rule of law is one of the pillars of its foreign policy. It also provides intellectual property protection and rights. 

Easy and inexpensive to set up an office 

According to the World Bank’s “Ease of Doing Business” report, it takes about 11 days to incorporate. It costs 0.7 percent or JPY 60,000, (approximately USD 470 million), whichever is higher, and registration and seal fees. For companies that want to set up a branch office, the costs are low and procedures simple. Co-working spaces are also an option in bigger cities. 

Rapidly Aging Population

Japan is ageing fast. One in three people is estimated to be 65 years and older by 2036, conferring the title of the world’s leading “super-aged society.”



While the nation’s rapidly ageing and declining population pose risks of an economic crisis, it also presents massive opportunities. As a result of the declining population, individual income has risen, surpassing U.S. citizens.

Fewer people in Japan mean larger living spaces, more arable land capital, more disposable income, and higher quality of living. This fuels the growth in several industries, such as pharmaceuticals, healthcare, franchising, and real estate, to name a few.

Seniors in Japan are financially secure and healthy overall and big consumers of various products and services. 

Innovation and Research 

Japan reigns supreme in research as a nation with a large senior population. It has a goldmine of data on ageing, medical data, and medical assessments—these datasets are beneficial for local governments worldwide. The nation ushers innovation and technological advancement in many sectors. 

Just as countries can look up to Japan to help their ageing population and fill technological gaps, foreign brands can view this as a great time to expand and invest in such fields.

Significant obstacles to consider before entering the Japanese market

Entering the Japanese market is lucrative and full of opportunities, but it is not without many obstacles and challenges. It is noteworthy here that Japan is one of the few Asian countries that never had a western country rule over them, and this is because of Japanese are strong-willed and are rooted in tradition. 

Although tariffs are generally low, Japan has other barriers to entering the market that may hinder foreign products’ importation into the country. 

It is essential to factor in some of the most significant obstacles before entering the Japanese market. These hurdles can be measured against the brand and company goals to make the right decision and market entry plan. 

  1. Japan’s size makes it essential for brands to invest substantially, increasing risks.
  2. Japan is a highly competitive market, and domestic brands have a strong presence. Therefore, it is not easy to compete with local Japanese companies. However, thorough market research before creating the market entry plan can help brands overcome the challenge of competing with local companies.
  3. Japanese are discerning and look for value for money and high quality when making purchase decisions. Additionally, the Japanese culture and tastes are very different from the Western world. Therefore, brands have to redesign and redevelop their products and services to tailor them to local tastes and preferences in most cases. Market research and product testing methodologies can help brands create and tweak products to fit the Japanese lifestyle and culture.
  4. Japan has very little foreign investment for an advanced nation, keeping the Japanese business sector isolated. As a result, only about 3-5 percent of Japanese speak good English, which can be a barrier for some countries.
  5. Japan has a strong network of regulations, permissions, and extensive procedures as a bureaucratic country. These strict regulations keep new entrants from competing with established industries. However, these regulations are being slowly relaxed.
  6. Management and H.R. policies are very different in Japan, and organizations entering the country must consider and adapt to the management style in Japan, because failing to do so, is a recipe for disaster. 

Marketing to the Japanese consumer

Japan is a unique market, and it is crucial to understand the cultural nuances and the Japanese consumer. You cannot become a Japanese marketing expert overnight, and it is helpful to hire local advertising agencies when marketing in Japan. 

For the same reason as above, it is critical to regionalise everything. Labels on products and marketing and sales materials, digital campaigns, and the website need to be in the Japanese language.

The Pepsiman commercial is an excellent example of regionalizing a brand. When Pepsi’s Japan branch decided to create something regional for Japan, they contacted Travis Charest to create a superhero mascot to promote Pepsi. This faceless superhero managed to get a cult following in the country. They developed an action game for the Playstation and created several successful commercials using Pepsiman. 

Nike’s attempt to extend its marketing message to include social activism in Japan was met with criticism. Nike Japan released a video depicting the struggles of women athletes in Japan that faced bullying and racism, topics that are not openly discussed in the country.

Martin Roll, a business and brand adviser, says that Japanese consumers are not as vocal and will not express dissent unless they feel brands cross a red line. Therefore, it is important to have a deep understanding of the culture, the sentiment of the people, the root of homogeneity in Japan (post-Hiroshima Nagasaki, there was a focus on a homogeneous society), and how to carefully tread the delicate line. 

https://www.youtube.com/watch?v=XkFaQuhHOtw

As in any other new country, it is also essential to have a local marketing plan and calendar.

Distribution and Sales Channels in Japan

The choice of distribution channels depends upon the product. Due to space limitations, small retail stores often stock limited inventory, and wholesalers deliver smaller amounts more frequently. 

Culturally, the Japanese prefer face-to-face interactions and place a high value on building and maintaining business relationships. This distribution system is costly and increases the price of goods. The growth of big box stores and e-commerce is challenging this status quo. 

In 2021, approximately 2.25 million vending machines in Japan were beverage vending machines, selling drinks like cooled beverages or coffee. 

The primary distribution and logistics points are found in the major port cities, like Tokyo, Yokohama, Kobe, Osaka, and Fukuoka.    

Market entry strategy for Japan

Brands need to develop and maintain strong relationships with local partners to gain a foothold and succeed in the Japanese market. The local partner can act as an agent, representative, or distributor and manage a branch office or subsidiary in Japan. 

Since the business culture is unique in Japan, visiting the country several times before entering the market is good. This can help familiarise the organization with the culture and business climate. 

Japan has a stable economy and is a dream destination for foreign investment. The key to successful business entry in Japan is doing the leg work using market research to understand the culture, localise the product and messaging, and find the right partner to expand the given brand in this unique marketplace full of opportunities.

Food packaging is a vital and growing industry. The global food packaging market size was $304.98 billion in 2019 and is projected to reach $463.65 billion by 2027 — this is an area that no Consumer Packaged Goods business can afford to overlook.

There are many reasons why your choice of packaging is so important. Increasingly demanding customers, regulatory concerns, and the need to stand out in crowded and competitive marketplaces are just some examples.

This article will look at why it’s so important to get food packaging right, explore some of the challenges facing companies, and show you how to package your food as effectively as possible.

Why it’s so important to get food packaging right

The growing consumption of packaged food

People are eating more packaged food — the U.S. packaged food market is predicted to grow at a CAGR of 4.1% from 2021 to 2028. There are many reasons for this continued growth — e-commerce, the rise of packaged vegan alternatives, and increasingly hectic lifestyles that keep millions of consumers on the go and forced to rely on store-bought, convenient food.

All this means that packaging is increasingly important. Packaging manufacturers need to keep abreast with trends and ensure their packaging does enough to stand out.

Increasing environmental concerns and pressures

Consumers are more concerned about the environment, and their impact on it, than ever before. This has led people to be more mindful about their packaged food and to gravitate towards packaging that is more eco-friendly, recyclable, and which can prove this to them.

Companies that fail to take this into account, and persist with packaging which is obviously bad for the environment, will struggle to hold onto their more eco-aware customers as their competitors embrace greener packaging.

New technologies like Augmented Reality

Emerging technologies like augmented reality bring a whole host of compelling use cases for food packaging. Companies who can weave this technology into their packaging stand to get a major head start over their competition, wowing their customers with never-before-seen tricks and features and standing out in an entirely new way.

Protection

In the wake of the COVID-19 pandemic, people are more concerned than ever about hygiene and food safety. The right packaging is necessary to guarantee fresh, high-quality food for customers. Companies that fail to do this stand to face big reputational hits and high-profile incidents. In addition, the right packaging also helps to extend the shelf life of products, widening the window of time in which they can be bought.

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Marketing challenges and things to keep in mind

Meeting these challenges around food packaging can be tough. Companies today are faced with a wide range of challenges and things to consider when packaging their food. Here are some examples.

Standing out

As the food packaging market continues to grow, you’ll need to focus harder on grabbing your customers’ attention and competing with other brands and their packaging on the supermarket shelves. It’s no longer enough to go with basic, unimaginative packaging — even recognised and established brands now have to work hard to seize and maintain the spotlight.

Including all relevant information

Today’s consumers want to be informed. They are more environmentally conscious, health-conscious, and demanding than ever before. This means they are hungry for detailed information about where your product comes from, how it was made, exactly what it contains, and more.

Costs

As packaging becomes more advanced, sustainable, and detailed, it also often becomes more expensive. As you evolve your food packaging, you also need to consider the impact on your bottom line. Figuring out how to create the best packaging possible without taking an unacceptable financial hit can be a major challenge.

Preserving food

Ensuring your packaging keeps food as fresh as possible to prolong its shelf life has always been a big challenge for manufacturers. Developments in packaging technology have made this easier and more effective than ever before, but you have to balance this with using sustainable materials, saving costs, and promoting your brand.

How to do market research for food packaging effectively

The only way to ensure you succeed with food packaging is to conduct extensive market research in all the right areas. This helps you establish what your customers want, how feasible it would be to deliver, what your competitors are doing, and much more. Here are some guidelines for conducting effective market research for food packaging.

Get familiar with emerging technology

New technologies can provide impressive benefits for packaging. For example, Kadence partnered with Asahi to test augmented technology in packaging market research. We showed a group of customers an augmented reality model of Asahi’s packaging design, allowing them to get a real, lifelike feel for the beer from their own homes. As a result, they were able to provide more detailed and useful feedback compared to customers who only saw a 2D image.

Be rigorous with costs

Packaging costs can quickly mount up and seriously eat into your budget. It’s essential to be clear on how much your packaging will cost and ensure this is affordable. Advanced packaging can be expensive, and sometimes the extra cost isn’t worth the additional benefits.

Get to know your customers and what they want

As with all market research, the most critical step is understanding your customers and getting familiar with their pain points and what they want. Talk to them extensively through surveys, focus groups, online interactions, and use secondary research on existing market trends.

For example, if you find that your customers are particularly concerned about the environment, it’s a sign to focus more on eco-friendly packaging and to promote this in your marketing. If your customers are concerned with nutrition, be sure to highlight the health benefits of your product in your packaging.

Identify opportunities for upselling

Market research can be an excellent way to discover opportunities for upselling existing products and even find ideas for entirely new products. Your packaging, if done right, can be used to promote other products in your range and be a marketing channel in its own right.

However, the only way to achieve this is to conduct proper research, ensuring you understand all possible opportunities and identify demand in the right areas.

Today’s customers have high demands for brands. People want eco-friendly packaging, detailed information about nutrition and health, and the latest in smart packaging.

Some of your market research should focus on identifying these trends and learning more about what your specific customer base is passionate about and considers essential. This way, you’ll be able to create packaging that satisfies their demands and signals that you’re the kind of company they want to support.

Develop a strong brand voice and personality

Your packaging is the first thing your customers see about your brand. It should boldly state who you are and what sets you apart from everyone else, and clearly embody your brand’s personality.

Developing a voice for your brand takes time, but market research is a central component of that process. Your research will shed light on who your customers are, what niche you occupy, and what makes your brand and products unique. This way, you’ll be able to establish a strong and distinctive brand voice and let it shine through in your packaging.

Market research is a long and incredibly important process for all kinds of reasons, and food packaging is just one area of this. 
At Kadence, we help consumer goods companies with market research and packaging solutions, enabling them to succeed and use their resources as effectively as possible. To find out more about how we can help you do the same, contact us.