Danone
Concept Research in FMCG for the Danone HiPRO Dairy Bar.
Case Information
Category disruption works when brands validate both shelf placement habits and spontaneous price boundaries before production starts. By testing implicit reactions under time pressure, FMCG brands avoid investing in concepts that shoppers walk past in the supermarket.
The Question
Where does a fresh protein bar belong?
With international power brands like HiPRO and Activia, Danone is a global leader in dairy and functional foods. The manufacturer planned to extend its HiPRO range with a fresh protein bar placed directly in the supermarket chiller. Shoppers, however, almost exclusively browse ambient shelves for protein snacks. Can concept testing in FMCG clarify whether sports enthusiasts accept a chilled bar and what price point unlocks optimal sales?
The vision
Overcoming fixed consumer aisle expectations.
Health-conscious consumers expect protein bars in the ambient snack aisle rather than the dairy section. Positioning a premium protein bar in chilled dairy creates friction around product perception, price elasticity, and shopping habits. Danone needed proof that shoppers would actively seek this snack in the fresh aisle before committing to production.
The approach
Concept testing in FMCG with shelf simulation.
We conducted quantitative concept research among protein buyers, combining an online shelf test with an implicit pricing test. Participants evaluated the HiPRO Dairy Bar under time pressure in a fast-paced choice environment against different price points. This setup revealed both natural category associations and spontaneous price sensitivity.
<span data-metadata=""><span data-buffer="">The result
Clear retail navigation and validated pricing.
The study demonstrated that 25% of protein buyers consider the bar, pin-pointed the optimal price point, and confirmed consumption moments after exercise and in the afternoon. Danone secured concrete input for recipe tweaks and the essential proof that marketing must guide shoppers to the chilled cabinet.
Consequence of the Result
How the insight led to action.
Prioritise shopper communications around store navigation.
Targeted campaigns guide consumers straight to the chilled section instead of ambient snack aisles.
Align the price point with implicit willingness to pay.
This price point aligns with consumers’ spontaneous willingness to pay and safeguards margins.
Refine recipe formulation using direct consumer feedback on taste and texture.
Improving mouthfeel and flavour profile secures repeat purchases after initial trial.
Position the bar explicitly for afternoon snacking and post-workout recovery.
Connecting the product to proven consumption occasions sharpens marketing efficiency.
Related cases.
HAK
How do you determine the optimal price and shelf location for a new dairy snack?
Quantitative shelf testing and timed pricing choices show where consumers expect a product and what they are willing to pay under actual purchase conditions. This approach removes conscious rationalisations and reveals spontaneous category barriers immediately.
Why do fresh protein bars require specific shopper marketing?
Protein buyers habitually look for bars in the shelf-stable snack aisle, meaning a chilled product might be overlooked. Shelf communication and targeted marketing campaigns are necessary to purposefully navigate consumers to the chilled aisle.
What commercial value did the HiPRO concept research deliver for Danone?
The evaluation proved that 25% of protein shoppers would consider the dairy bar, provided the price point reflects fresh dairy expectations. It also delivered concrete sensory guidance regarding taste and texture to optimise the product formulation before rollout.
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