The challenge
To anticipate shifting cooking trends and herb usage, the growers group Fossa Eugenia wanted to dig into the “why” behind the data and trends in two key markets: NL and DE. The key questions were:
- Understand when and why consumers buy and use fresh herbs today;
- Learn how people perceive the fresh-herb category in daily usage, and why;
- Explore reactions and motivations to different packaging options and sustainability choices.
The outcome
The sessions delivered clear guidance for the category development and innovation:
- Distinct ‘fresh-herb shopper’ types;
- Concrete drivers and barriers behind purchase and usage;
- Guidance for packaging formats and sustainability trade-offs;
- Key insights for new product and packaging development.
The nitty gritty
- 4 sessions in Germany & the Netherlands.
- Two age cohorts per market: 20-40 and 40+.
- Pre-task: 5-question survey completed before sessions.
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Veronique van Cruchten
Client Director
Alexander Zwaan
Research Manager
Talk to our expert on this story
The challenge
To anticipate shifting cooking trends and herb usage, the growers group Fossa Eugenia wanted to dig into the “why” behind the data and trends in two key markets: NL and DE. The key questions were:
- Understand when and why consumers buy and use fresh herbs today;
- Learn how people perceive the fresh-herb category in daily usage, and why;
- Explore reactions and motivations to different packaging options and sustainability choices.
The outcome
The sessions delivered clear guidance for the category development and innovation:
- Distinct ‘fresh-herb shopper’ types;
- Concrete drivers and barriers behind purchase and usage;
- Guidance for packaging formats and sustainability trade-offs;
- Key insights for new product and packaging development.
The nitty gritty
- 4 sessions in Germany & the Netherlands.
- Two age cohorts per market: 20-40 and 40+.
- Pre-task: 5-question survey completed before sessions.
Talk to our expert on this story
Talk to our expert on this story