Consumer Research 

Consumers are forever changing their tastes and habits. They want it tastier, cheaper, better, healthier, quicker. To win in business you have to stay tuned to what consumers want now – and anticipate what they might want tomorrow, so you’re always ready with a solution.

Ladies looking at food labelling in a shop

Through our regular research programme, we measure consumers’ views on particular ingredients 

Unlike many ingredients manufacturers, we do our own consumer research so that we can develop ingredients to help our customers stay one step ahead. Through our regular research programme, we measure consumers’ views on particular ingredients; get their opinions on the latest trends; analyse their dietary habits; and understand their attitudes towards healthy food for themselves and their families. As part of this, we investigate how they would respond to new products, and what might attract them or put them off, from an ingredient in a recipe to a claim for better health.

We’re not the same everywhere
We hear a lot about globalisation these days, but the fact remains that trends vary in different areas for cultural and economic reasons. So our research covers all the regions we operate in, giving us the insights necessary to offer tailor-made solutions for our customers that we know will work in the local market.

OPTIMIZE™- giving customers more for less

OPTIMIZE®- giving customers more for less

To help our customers, we need to think about what their customers want. Unsurprisingly, our market research shows that consumers are seeking quality at lower prices – which is why we launched our OPTIMIZE™ platform across Europe in 2009.

OPTIMIZE™ showcases the sweetening and texturising products developed by our application experts to help customers cut costs – products like CREAMIZ™, a starch designed to reduce fat while enhancing creaminess and texture, which also cuts production costs for food manufacturers.

“CREAMIZ™ can reduce the fat content of products by up to 30 per cent, without compromising on taste or mouthfeel, and without having to add another ingredient to the product label since it is simply a modified starch,” says Clotilde Feuillade, Product Manager for Texturants, Europe. “With consumers’ increasing interest in a balanced diet and cost savings, products like CREAMIZ™ give our customers an advantage.”

Proof of the puddings – how our consumer research helps customers

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.”