Beverages
Beverage Breakthrough
Decoded teen beverage preferences to identify growth opportunities in the MENA region.
Beverages
Beverage Breakthrough
The Challenge
A global beverage manufacturer sought comprehensive understanding of non-alcoholic ready-to-drink (NARTD) beverage preferences among teenagers across the MENA region, aiming to identify consumption patterns and growth opportunities.
Our Approach
How we worked the problem
- 01
Deployed MOBITRAK™ technology to capture real-time smartphone data — photos, videos, and contextual information
- 02
Captured 10,000+ consumption instances enabling “in-the-moment” insight collection
Key Findings
What the data showed
- Energy was the primary motivation — two-thirds of all consumption instances
- Health maintenance and special treats were secondary motivations
- Nearly half of consumption occurred after 6 pm
- Grocery stores led purchase channels, followed by modern trade and supermarkets
- Off-premises consumption peaked during morning and afternoon hours
Results
What changed
- Identified specific growth opportunities across dayparts, need-states, and channels
- Mapped competitive categories vying for market share
- Surfaced white-space positioning opportunities for portfolio brands
- Equipped the client to boost market share and enhance product development competitiveness
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