Client:
Lowlander, in partnership with Food Cabinet
Brief:
Lowlander and Food Cabinet approached us to help gather quantitative insights into the shifting consumer habits regarding alcohol consumption and moderation in the Netherlands. They were also interested in exploring how changes in consumers’ needs for low- and non-alcoholic drinks are influencing out-of-home drinking, thus identifying the opportunities that this could present to their business.
Our approach:
Drawing from our knowledge and expertise in consumer usage & attitude research and the alcoholic beverage category, we developed a survey that explored consumer habits around alcohol drinking and moderation. It included a deep-dive into views and behavior regarding low and no alcohol drinks out-of-home. With the results of this survey, we were able to map this developing category.
On top of this, we provided a ‘missed opportunity calculation’ which supports Lowlander’s account managers in discussion with their customers, the out-of-home channels.
The entire study was completed within the challenging timeframe of 3 weeks with a sample size of n=1.000.
Impact:
The study provided a crucial foundation for Lowlanders strategic decision process, understanding the future of alcohol consumption from the perspective of consumers of different generations.
Based on the research Food Cabinet developed a very effective media campaign, and the outcomes were picked up by several media outlets, including national newspapers De Telegraaf and Financieel Dagblad, creating media publicity for Lowlander’s bold move, focusing strictly on low and no alcoholic beers.
Feedback on our work:
Frederik Kampman, Founder and Chief Botanical Officer of Lowlander
“Future of Food Institute proved to be a reliable strategic insight partner. We really appreciated their expertise and quick and flexible approach, combined with their knowledge of consumer behaviour in our category. The knowledge we gained from this research really proved we were on the right track with our strategic decisions and also proved to be very useful for media publicity.“
Picked up by the media:
How can we help you?
We help you choose the most impactful strategic direction, develop the most effective sustainable product innovations and communicate the most effective message. Find out more here.
We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.
We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.
