Developed 14 new innovation opportunity segments to drive growth for a category market leader in the CPG industry

A market leader in the CPG industry was looking for new growth avenues for their core brand, which already had high household penetration.

NorthSide was engaged to identify margin accretive innovation opportunities for the core brand and develop an innovation roadmap to achieve the business goals.

Results

NorthSide identified 14 potential spaces within the category, with higher margins than the brand’s core product to launch innovations. The spaces catered to different consumer needs and were incremental to the core.

A combination of qualitative human insights, and algorithm-based tech-augmented methods reduced the project turnaround time by 60% vs. traditional methods.

Approach

• Analysed 70k real consumer transactions on the e-commerce marketplace using data analytics
• Using a proprietary technique, NorthSide developed granular consumer product-benefit segments for the category
• The data was layered with qualitative insights to develop consumer propositions for each space
• Estimated the size of the opportunity spaces using data from e-commerce, consumer purchase-based data from traditional outlets using cloud-based software and secondary research
• The data was layered with qualitative insights to develop consumer propositions for each space
• Identified popular price-pack architecture, and consumer drivers and barriers to develop an innovation roadmap to guide product development