concept m in cooperation with the agency KloseDetering is investigating current nutrition styles and developing a quantitative consumer segmentation.
The qualitative research of concept m has shown: everyday eating habits are characterised by contradictions. The classic meal sequence has often been replaced by unstructured snacking – nevertheless, most consumers are still committed to conscious dietary ideals. “Organic” is mainstream and “vegan” is the trend – nevertheless, consistent products of these directions mostly obtain just niche market shares. To provide strategic and operational marketing with a sound basis for assessment and planning, concept m in cooperation with the agency Klose & Detering is conducting a basic study for the quantitative segmentation of nutrition styles.