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Rather than focusing on what your product is, brands, retailers and manufacturers should think about what occasion it is for. Weekend brunches, dinner parties, quick lunchtime bites or TV dinners all have their own characteristics, and what consumers choose to eat or drink will be specifically suited to each event.
The who, why and when behind category and brand growth
Understand the context and needs behind consumption habits. Form these into recognisable occasions and a demand framework.
Create marketing that resonates
Contextualise consumer habits. Look at who is consuming which products, what the occasion was, and what motivated them.
Full “share of stomach” data for each occasion
Uncover insights about your competitive set and identify new territories, to expand category and brand consumption.