Multicountry Consumer Snacking Segmentation Study – Brand A (FMCG Company)

Objective

To identify distinct consumer segments based on snacking habits, motivations, and behaviours, supporting the brand’s new product development and positioning strategy.

Methodology

  • Online survey with over 4000 consumers across Italian, German and French markets

  • Quantitative segmentation analysis based on behavioural and attitudinal variables, exploring:

  • Key snacking attitudes and overall food habits

  • Category and brand perceptions across major snacking types

  • Barriers and triggers influencing purchase decisions

  • Consumption occasions — when, where, and with whom snacks are consumed

  • Innovation opportunities within the snacking category

  • Profiling of each segment by demographics, motivations, and product preferences.

Key Findings (anonymised & illustrative)

Segments Summary Segmental Spending Behavior Brand A vs key competitors
  • Clear differentiation between health-focused, convenience-driven, and indulgence-oriented snackers across countries.
  • Taste, variety, and affordability remained universal drivers of purchase.
  • Health-conscious consumers prioritised nutritional value and clean ingredients.
  • Convenience-seeking consumers emphasised availability and ease of access.
  • Indulgence-oriented prioritised taste and convenience.
  • Distinct snacking occasions emerged across markets — in France, snacking was most common in the afternoon, often as a small indulgence or energy boost; whereas in Germany, the evening was the primary snacking moment, typically associated with relaxation or social activities with family.

Actionable Recommendations

  • Tailor innovation strategy to meet each segment’s needs.
  • Refine packaging and messaging to emphasise “clean ingredients” or “on-the-go convenience,” depending on the segment you plan to target.
  • Introduce limited-time flavour launches to maintain novelty and engagement, especially for the indulgence segment.

Role & Skills Demonstrated

Survey design · Quantitative analysis · Segmentation modelling · Insight synthesis · Strategic storytelling

Multicountry Consumer Snacking Segmentation Study – Brand A (FMCG Company) - Irem Ergen