Case Study
How Nutricia Stirred Up Success: From Bitter Sips to Sweet Wins in the UK Market
Discover how Nutricia transformed consumer feedback into a recipe for success. Through an 11-day In-Home Product Testing study, they uncovered valuable insights that reshaped their product formulations, launched new flavors, and strengthened their UK market presence. From addressing texture concerns to creating delectable new options, this case study highlights how listening to consumers can lead to measurable wins.
of participants reported improved satisfaction with the reformulated products.
of respondents preferred the newly developed chocolate flavor over existing options.
of surveyed participants indicated they would recommend Nutricia’s products to others after the study.
Company
Nutricia is a global leader in advanced medical and nutritional products, dedicated to transforming health through diet and specialized nutrition. With a focus on innovation and consumer-centric solutions, Nutricia develops products that address specific health challenges, improve quality of life, and support individuals across all stages of life.
Website
Headquarters
Hoofddorp, Netherlands
Industry
healthcare and nutrition industry
Products used
Cappuccino-flavored drink
Coffee-flavored drink
Nutilis Complete Chocolate
The Challenge
Nutricia, an international leader in nutritional drink supplements, sought to evaluate the appeal of their existing product line and explore potential new flavors. The goal was to gather actionable insights directly from their target audience to refine their product offerings and enhance market relevance. To achieve this, they partnered with Vocal Views to conduct an In-Home Product Testing (IHUT) study, relying on our expertise to deliver detailed and reliable consumer feedback.
The Approach
We designed and executed an 11-day research study that allowed participants to thoroughly engage with Nutricia’s products in a real-world setting. Participants tested three different sets of drinks, each over a period of three days, and shared their feedback through follow-up surveys.
- Participant Profile: Half of the participants, as per Nutricia’s criteria, were aged 65 and above, ensuring insights from a key consumer segment.
- Blinded Testing: To eliminate brand bias, the drinks were presented without branding, focusing participants solely on the sensory and flavor experience.
- Data Collection: Surveys captured participants’ opinions on factors such as taste, texture, aftertaste, and overall satisfaction.
Key Insights and Impact
- Consumer Segmentation and Market Launch
- Product Reformulation
- New Flavour Development
The findings from the IHUT study led to significant advancements for Nutricia, shaping their product development and marketing strategies in meaningful ways:
1. Consumer Segmentation and Market Launch
Feedback revealed challenges in engaging older participants, who often needed reminders to complete surveys or required repeated instructions. This insight directly informed Nutricia’s development of Souvenaid, a nutritional drink specifically designed for the dietary management of early Alzheimer’s disease. This product is now available in the UK, addressing a critical need in this demographic.
2. Product Reformulation
Participants highlighted texture and aftertaste concerns, particularly with the “Cappuccino” flavoured drink. Based on this feedback, Nutricia reformulated several products to improve their sensory appeal. The updated product descriptions now emphasize smoother textures and enjoyable aftertastes, resulting in increased consumer satisfaction.
3. New Flavour Development
Blind taste tests revealed mixed reactions to the “Coffee” flavour, with comments labelling it as “strong” and “bitter.” This feedback led to the development of a new Nutilis Complete Level 3 Chocolate flavour. Pre-thickened and described as more enjoyable, this product is now marketed in the UK, catering to broader consumer preferences.
Client Feedback
While Nutricia’s feedback style is concise, their repeat engagements with Vocal Views reflect their satisfaction and trust in our methods. The successful launch of new products and flavors is a testament to the value of the insights provided.
Results at a Glance
- Market Expansion: Successful UK launch of Souvenaid and Nutilis Complete Level 3 Chocolate.
- Product Improvement: Enhanced formulations based on direct consumer feedback.
- Ongoing Collaboration: Continued partnership with Nutricia for further research and development.
Conclusion
The Nutritional Drinks Sip & Survey project provided Nutricia with actionable insights that led to tangible results—improved products, innovative new flavors, and a stronger foothold in the UK market. This case study highlights the power of consumer-driven insights in shaping strategies and driving success.
Ready to elevate your product testing research? Contact us today to discover how our tailored methodologies can deliver game-changing insights for your brand.