Proof of the puddings – how our consumer research helps customers   

“It is ideal to be able to say to customers: ‘We’ve developed this prototype because consumers have told us that they want higher fibre, lower fat’,” says Anne Barry, Marketing Officer, Europe.

Tate & Lyle was one of the first ingredient manufacturers to ask consumers what they are looking for in the products they buy. Anne says hearing directly from shoppers drives research and helps market existing ingredients. “Online surveys are becoming increasingly important, and we are using them more and more, along with traditional focus groups.  In each country in Europe we are developing a strong and robust enough sample to be able to analyse the national results while identifying wider trends – for instance, in Europe, people think they lack fibre in their diets.”

An ‘ingredient perception study’ Anne led in 2009 has already driven new product lines. “We are promoting a new prototype breakfast cereal – and we know consumers want it.”