Muller: From behind-the-times to category leaders
With the yogurt and dessert categories more competitive than ever, and in light of the changing needs of health-conscious consumers, Müller needed to demonstrate deep understanding of the category to gain supermarkets’ trust and build confidence to launch new products in favourable positions in their aisles.
First Skyr product launched in 2020 following the
delivery of the segmentation in 2019
The Challenge
The challenge Müller faced was twofold:
The yogurts and desserts categories are more competitive than ever before and increasingly driven by the needs of health savvy consumers
Müller needed to demonstrate their deep understanding of the category with supermarkets to gain their trust and confidence to launch new products in favourable positions
The Insight
Through customer research we uncovered that:
Muller were missing a significant opportunity in to solve a need around instant mood fixes for the more image-conscious market
Social occasions with family and friends were currently underserved by the ready-made market and growing, representing a key growth opportunity
Specific insights were unlocked into better addressing the needs of the adventurous ‘foodie’ market to better cater for needs and health trends
The Solution
Two segmentations were developed for the yogurts and desserts categories, including:
Analysis developed on a rich qualitative then quantitative process with 10k+ consumers
Segmented the market based on both attitudes and needs after identifying these are the most important factors that influence decision-making
Identified 15+ opportunities where they needed to better defend their current position or launch new products
Interactive visual stimulus brought to life the insight and segments to immerse the wider business
The Result
The work was completed at the end of 2019 and both segmentations are now being used both internally and externally. The existing strategy was assessed against the segmentation, then we ran a series of innovation workshops to begin developing ideas to launch in the market.