About this Case Study
This case study provides an example for brands in the nutrition and wellness sectors exploring product development opportunities in specific markets. If you are involved in product strategy or marketing in the health and nutrition space, this case study is for you. It focuses on consumer preferences in San Francisco, New York, Chicago, and Vancouver regarding a new nutritional beverage.
Summary
dotFit, a leading nutrition company, sought to evaluate consumer interest in a nutritional beverage across four key markets: San Francisco, New York, Chicago, and Vancouver. The survey revealed that consumers prioritize natural food and simplicity in their daily nutrition but also expressed significant interest in convenience-oriented solutions such as nutritional beverages.
Here’s the Challenge
dotFit aimed to understand how consumers perceive and prioritize methods of nutrition and daily dietary habits to assess the potential success of a new nutritional beverage. The challenge was to identify if such a product would resonate with the target audience and what features would drive consumer adoption.
Here’s the Idea
PositiveBrand designed a focused survey to uncover insights about consumer preferences for nutritional methods and their expectations for a daily nutrition drink. The survey explored key factors such as:
- Preferred methods of adding nutrition to their diet.
- The importance of simplicity and natural food versus convenience.
Here’s the Execution
We conducted a survey targeting consumers in San Francisco, New York, Chicago, and Vancouver, focusing on:
- Q4: Preferred methods for adding nutrition.
- Q6: Statements about nutrition that resonated most with participants.
Key findings included:
- 06% of respondents chose natural food (meat, fruits, and vegetables) as their preferred method for adding nutrition.
- 89% agreed with the statement, “My daily nutrition should come from the food I eat,” while 25.45% prioritized quick and easy solutions.
These insights highlighted a dual focus: consumers value the authenticity of natural food but also appreciate the convenience of simplified nutrition solutions.
Here’s the Positive Outcome
The research confirmed that while natural food remains a cornerstone of nutritional preferences, there is a clear market opportunity for a product that balances convenience with nutritional efficacy. dotFit’s new nutritional beverage can position itself as a bridge between these priorities, emphasizing its alignment with natural food values while offering a simple, convenient solution for busy consumers.
Applications to Business Objectives
The findings provide actionable insights for dotFit to:
- Position the nutritional beverage as a “natural food-inspired” solution that is easy to incorporate into daily routines.
- Highlight the convenience and time-saving benefits in product messaging.
- Market the beverage as a supplement to, rather than a replacement for, traditional natural foods.
This approach ensures that dotFit’s nutritional beverage resonates with target consumers in competitive urban markets, meeting both their dietary preferences and lifestyle needs.