FG Connect Partners with a Gluten-Free Brand for Market Research
Gluten-Free
"The insights gained from the focus groups provided the gluten-free brand with a comprehensive understanding of consumer preferences and pain points."
Introduction
FG Connect collaborated with a leading gluten-free brand to conduct market research aimed at understanding consumer behaviours and preferences within the gluten-free packaged baked goods category. This initiative was prompted by the growing demand for gluten-free products and the need for deeper insights into the motivations driving consumer choices.
Specifications
The research involved conducting two online focus groups, each lasting 90 minutes, with eight respondents per group. All participants were required to be knowledgeable and articulate consumers of gluten-free products, specifically those who purchase and consume a variety of gluten-free baked goods weekly. The focus was on gathering thoughts and feelings about their purchasing habits, preferences, and challenges related to gluten-free products.
Participants were selected based on specific criteria: they had to be regular consumers of various gluten-free breads and confectionery. The sample included individuals with celiac disease, gluten intolerance, and those who choose gluten-free for health reasons.
Results
The discussions revealed that motivations for purchasing gluten-free products varied among the respondents. Individuals with celiac disease emphasised the necessity of avoiding gluten for health reasons, while gluten-intolerant participants highlighted their experiences of discomfort after consuming gluten. Healthy Life Stylers noted their belief that gluten-free options were healthier, associating them with benefits like reduced bloating.
Participants expressed a strong preference for products that not only catered to their dietary needs but also delivered excellent taste and quality. However, many voiced frustrations over the higher prices and limited availability of gluten-free items, indicating a desire for better access and more competitive pricing.
Insights
A significant theme that emerged was the demand for transparency in labelling. Respondents wanted clearer information about ingredient sourcing and nutritional content, indicating that brands prioritising transparency would foster stronger loyalty. Additionally, many participants discussed the importance of brands communicating their gluten-free certifications and product benefits effectively.
Conclusion
The insights gained from the focus groups provided the gluten-free brand with a comprehensive understanding of consumer preferences and pain points. This research will inform product development, marketing strategies, and customer engagement initiatives. By addressing the unique needs of different consumer segments and enhancing transparency, the brand can strengthen its position in the gluten-free market and effectively cater to the increasing demand for high-quality gluten-free baked goods.
