Driving NPD Success in U.S. Savoury Biscuits

The Challenge:

Our industry-leading client, Nairn’s, was preparing to introduce innovative new product developments (NPD) across the U.S. market. Before doing so, they needed a robust understanding of the savoury snacks category, specifically, how consumers currently purchase and consume these products, what motivates or hinders their choices, and the overall size and potential of the market opportunity.

The Solution:

We designed and conducted a 15-minute online survey targeting U.S. savoury snack buyers. The survey explored a range of key insights including consumer attitudes, purchasing patterns, consumption behaviours, and both triggers and barriers to purchase. This comprehensive approach ensured a deep understanding of the category from multiple angles.

The Result:

The research delivered clear, actionable insights into the U.S. savoury snack market. We identified the key motivators and barriers for purchase and uncovered white space opportunities where Nairn’s could successfully introduce new products.

These findings empowered our Nairn’s to develop and refine a series of product concepts, which were then tested with U.S. consumers. This second phase of research culminated in a prioritisation matrix, providing strategic clarity on which concepts held the greatest potential, ultimately accelerating confident, insight-driven decisions around product development and market entry.

Curious about how we brought this to life? We’d love to hear from you, please contact [email protected] to discuss your needs.