Context: Over the last few years, the tomato category has broadened to include more ‘exotic’ and ‘exclusive’ product varieties.
Moraitis commissioned research to obtain a clear understanding of the current shopper/consumer needs, attitudes and behaviours toward the tomato category.
Objectives: Broadly, the objectives of the research were to provide the Moraitis category with leading insights regarding tomato consumers/shoppers, specifically in terms of:
- Attitudes and perceptions towards the tomato category
- Drivers/barriers of category purchase/usage
- Awareness and consideration of different varieties and new SKUs
- Critical product drivers – quality, flavour, meal type, etc.
- Current tomato category behaviour
- Purchasing – location, frequency, $ and outlet choice driver
- Usage – when, why, what, where and how of preparation and consumption
Methodologies: Micromex employed a two stage research approach to address the research objectives.
- A series of focus groups with consumer homework tasks (category shopping and cooking with new SKUs) to explore their attitudes and behaviour
- Online surveys with main grocery buyers across Sydney, Melbourne and Brisbane to provide robust category measures and understandings
Outcomes: Moraitis was able to identify and leverage on a series of opportunities, as well as consolidate the retailers’ perception of Moraitis as a category expert.
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