For example, one of our key findings was a growing consumer preference for gourmet and premium coffee. Repeatedly, surveys have revealed that taste is the primary determining factor when consumers choose coffee (trumping brand, price, and availability), and these tastes are now entering an era of connoisseurship. This trend was particularly relevant for Belmio to capitalize on, as their aluminum capsules help maintain freshness and aromas.
The premium coffee brand Belmio faced a challenge: marketing high quality aluminum coffee capsules in a crowded market of lower-grade plastic alternatives.
Their challenges were as follows:
More about findings
Guided by the findings of our report, Belmio has chosen to keep distribution in supermarkets, and develop their brand identity around the advantages and quality of the aluminum capsules. These decisions have the virtue of being backed not by gut intuition, but by careful empirical research and market analysis.
Miranda is a strategic consultant at Needle, searching for solutions to today’s marketi…
Stijn is holding a Master in Communication & MultimediaDesign and has an additional hig…
Etienne is Senior Economist at Needle Strategy. He combines his experience in economics…