Overview
A leading food and beverage company aimed to refine its Classic and 3-in-1 powdered beverages before market launch. To optimize its cocoa beverage category, the company partnered with Webhaptic Intelligence to conduct a consumer research study on powdered beverages in Nigeria. This research evaluated taste, texture, aroma, packaging, and overall consumer perception by benchmarking new product samples against established competitors. The findings helped determine the most preferred formulation, ensuring a strong market entry and competitive positioning.
Approach
A Central Location Test (CLT) was conducted to assess three product samples for each category (Classic and 3-in-1), along with two product concepts and packaging designs. A sequential monadic approach ensured that each sample was evaluated consistently, with identical preparation methods. The study targeted regular powdered beverage consumers across key demographics in Lagos, Kano, Ibadan, and Enugu, with a total of 400 participants. Data collection was done face-to-face using a structured questionnaire via CAPI (Computer-Assisted Personal Interviewing) to gain insights into consumer preference, acceptability, and brand positioning for an effective market entry strategy.
Impact
This research provided data-driven insights to guide product optimization and selection of the most market-ready formulation. By identifying the most consumer-preferred powdered beverage, the company ensured a competitive product launch with high consumer appeal. Benchmarking against existing brands further strengthened market positioning, enabling strategic brand differentiation and penetration in Nigeria’s powdered beverage sector.