Challenge

The GFB was looking to better understand the needs, behaviors and perceptions of their target gluten-free consumers. They wanted deeper insights into how these consumers shop for and consume gluten-free snacks, their overall brand awareness and impressions, in order to refine their product offerings and marketing strategies.

Approach

We conducted in-depth interviews with 8 gluten-free consumers across different age groups, household makeups and reasons for following a gluten-free diet (celiac, intolerance, lifestyle choice). The interviews covered topics like:

• Shopping habits and purchase drivers for gluten-free snacks

• Snacking occasions, needs and preferred snack attributes

• Awareness of The GFB brand and product line

• Perceptions of taste, quality, packaging and branding

• Desires for future gluten-free snack innovations

• Social media behavior and content

Outcome

The research uncovered rich insights about this consumer segment. Key findings included lack of coupon use, brand/product loyalty, new product awareness opportunities, snacking occasions and social influencer importance.

While The GFB had high brand awareness and loyalty, consumers needed to try the product before fully committing.

We provided strategic recommendations like leveraging recommendations to attract new customers, improving packaging to better communicate gluten-free certifications, and offering new flavors to expand sales. These insights are informing The GFB's product roadmap and marketing strategies going forward.