Hügli : Snacks flavours trends for the UK Market

WHY / What was the initial challenge?

Identify emerging flavor trends for a savory snack brand in the UK. The goal was to develop a new product range that would resonate with their target audience, primarily millennials, centennials, and young parents.

Our report example

HOW / What methodology did we use?

We created a quali-quantitative approach in which we segmented our findings based on tastes, values, and buying and cooking habits across four different target groups in the UK market. We implemented an integrated methodology combining qualitative and quantitative analyses.

The initial qualitative analysis included exploring ingredients featured on restaurant menus, as well as viral recipes and trending ingredients on social media. To support the qualitative findings with data, we conducted a quantitative study that evaluated the mentions of specific ingredients across Google searches, social media, and their presence on restaurant menus in Western Europe.

WHAT / What results did we achieve?
We identified more than 15 opportunity territories, which were then prioritized and translated into specific flavors and applications for each target group and snack type.

To demonstrate the potential of the selected flavors and their applications within the snack industry, we developed “hero” products. These prototypes highlighted the sensory and emotional attributes of the new flavor collection, allowing consumers to fully experience and appreciate the innovation and quality behind the products.