Challenge
Vahiné is a leading baking aids brand in France and a much-loved household name. The brand sought to grow its presence in the dessert mix category where its footprint was relatively small. Vahiné faced fierce competition, with the market leader commanding over 50% of the share.
To challenge this dominance and expand its market share, Vahiné launched the innovative 3 en 1 product—a bold and unique proposition. They were now looking to understand performance of their newest launch and adjust their strategy, as needed.
Approach
The Kantar Marketplace LaunchEvaluate deep dive module was used to understand the post-launch performance of the Vahiné 3 en 1 range in-market. The team was looking to provide insights that could help Vahiné to pivot fast and keep the launch on track.
Insight
The findings provided Vahine with actionable areas for course-correction. Product availability was a key barrier to overcome. However, this product's genuine interest and frequency potential helped showcase the benefits to retailers, not only for consumer interest, but also for the retailer benefit. Data also revealed that triggers to repeat were tied to the purchase drivers for this specific category. Therefore, hero-ing those benefits upfront, for example tweaking message hierarchy in communications, would help intuitively land the reason to purchase and get the product into consumers’ hands faster.
Impact
The research offered compelling evidence of the product’s high repeat purchase rate and strong growth potential, making a strong case for retailers to prioritise it. By meeting consumers where they shop, the brand could drive greater trial and repeat purchases, maximising the product's success.