Using an Internet-based market research testing system, a recent survey captured consumers' opinions in several areas of interest to low-carb food manufacturers. The final sample included survey returns from 2,516 U.S. and 952 Canadian consumers. Here are a few findings.
The top 10 low-carb items desired by consumers include snacks, pasta, cereals, pizza, frozen entrées, cheese, dressings/ sauces, ice cream, cookies and soups. Products less commonly mentioned include candy/chocolate, breakfast bars, protein bars and beer.
In some cases, interested consumers are not purchasing low-carb products. Food manufacturers may be able to differentiate themselves by offering improvements in some of the areas mentioned. (See chart “Unfulfilled Needs.”)
The tool used in this study was Consumer Quiz, an Internet-based market research testing system. Results are based on a client-selected screening subset of 100,000+ consumers (90% U.S. and 10% Canada), and results can be received in as quickly as two weeks. This type of feedback often is beneficial in the early product development process, to qualify product ideas using consumer-based direction—before spending development dollars on prototypes.
Other typical uses of Consumer Quiz include concept screening, attitudes/awareness/usage studies, copy testing, price sensitivity, package design, and name research.
A follow-up study also will be conducted by Consumer Quiz to gauge ongoing consumer interest levels in the area of low-carb items.
For more information:
Griffith Laboratories, Christine Carr