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Cream Filled: Growth Blocks in Packaged Cakes and Cream Biscuits​

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Research Objectives

  • Tracking consumption moments

  • The aim is to capture all consumption moments where snacking is present in any form:

  • Packaged snacks – sweet and savoury

  • Fresh snacking – bought from local bakeries/ neighborhood outlets

  • Home cooked/ baked snacks – sweet and savoury

  • Perceptions and reasons for continuity, drop in frequency and lapsing

  • Check consumer perceptions on the patterns seen in the diary

  • Determine preferences, perceptions and reasons for changes in the consumption

Approach and Methodology

  • Online Bulletin Board

  • With 24 Respondents

  • 24 Days X 30 min daily

  • With an intuitive online discussion's platform

  • In-Depth Interview

  • Up to 60 minutes

  • At the end of every 9 days

  • Virtual Platform

SAMPLE SIZE: 24 Respondents for OBBs & 48 IDIs

MARKET: Kolkata & Chennai

Target Group

  • Mom/Youth & Kids

  • 25-40 years, 16-24 years and 10-15 years

  • Housewife, Working, College/School Students

  • SEC – A1/A2/B1

Usership

  • User groups:

  • Regular Consumers of any branded packaged cake (once a month at-least)

  • Infrequent consumers of any branded packaged cake (consumed the category in last 1 year but not in last one month) Lapsers of any branded packaged cake (Not consumed in the category in the last 1 year but used to consume it earlier)

  • Core and other categories to covered:

  • Packaged Cakes: Bar/Slide Cake, Layer Cake, Cup Cake, Swiss Roll (Mix of popular brands, India)

  • Cream biscuits: Mix of the various popular brands, India

  • Chocolate Cookies: Bourbon, Oreo, Chocofills, Hide & Seek (these are the popular brands)

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