HAK
Which Mexican range allows HAK to reach the most consumers?
Case Information
Discover how HAK strategically entered new markets with New Product Development and consumer research. By leveraging online communities and TURF analysis, HAK identified the ideal Mexican product range, leading to a significantly wider market reach. This approach offers a proven path for organisations looking to expand their product portfolio while meeting the needs of new target groups.
The Question
What is the consumer missing from their Mexican meal?
HAK wants more people to eat vegetables and pulses. Anyone taking that mission seriously looks beyond the canned goods aisle. That is why HAK wanted to develop its own Mexican product range. The ambition was clear, but the implementation was not. What do consumers want when they eat Mexican? What are they currently missing in their meals and on the shelf? And which combination of products together reaches the most consumers?
The Challenge
A crowded shelf with little variety.
The Mexican cuisine proves polarising; consumers find it easy and healthy yet also complex or (too) spicy. The existing aisle appears crowded but lacks variety, with an absence of ‘plain’ beans and ingredients without sauce. This made it challenging for HAK to find the right angle for their New Product Development.
The approach
From online community to targeted TURF analysis.
We began with an online community of 250 consumers to explore needs and behaviours related to Mexican food. Subsequently, a smaller group mapped eating occasions, and we investigated the Mexican product aisle. Based on these insights, we developed 9 concepts, evaluated on KPIs and optimised with a TURF analysis, specifically for New Product Development.
<span data-metadata=""><span data-buffer="">The result
The ideal product range with 80% market reach.
While the highest-scoring single product achieved 60% reach, HAK was able to increase the total reach to 80% by adding just two other complementary products. This provided HAK with a solid foundation for making concrete decisions about their Mexican product range.
Consequence of the Result
How the insight led to action.
Refine launch strategy
Utilise the specific product combination to appeal to new target groups, thereby directly reaching a broader market segment.
Optimise portfolio management.
Continuously monitor the reach and cannibalisation of your new products, allowing for timely adjustments to maximise success.
Plan further product innovation.
Build on insights regarding unmet needs and the cuisine’s polarising nature to approach future New Product Development with clear direction.
Related cases.
Alpine
What is an online community in New Product Development?
An online community brings consumers together digitally to gain insight into their needs, behaviours, and ideas. For HAK, this was used to explore what Mexican food means to consumers and what products they miss on shelves, which is crucial for developing new offerings.
How does TURF analysis aid in product range development?
TURF (Total Unduplicated Reach and Frequency) analysis helps optimise a product offering by identifying combinations that generate the broadest, unique reach. For HAK, this meant determining the Mexican range product mix most appealing to a wide audience without cannibalising existing products.
Why is consumer behaviour important in product development?
Consumer behaviour forms the foundation for successful product development by providing insight into what people truly want and need. By understanding consumer behaviour around Mexican food, HAK was able to create a product range that aligns with existing eating occasions and unmet market needs.
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