How did Bintix help profile the early adopters of Protein Muesli?

Year

2022

Summary

Bintix identified the newly recruited households and revealed their strong health-oriented profile

Bintix helped the client -

Identify the existing households adopting the brand’s Protein Muesli from the first month of its launch.
Measure new household recruitment for the Muesli variant.
Evaluate the launch’s potential to expand household reach.

the Challenge

Did Protein Muesli Recruit New Households or Existing Muesli Buyers?

The brand wanted to understand whether Protein Muesli recruited new households or existing Muesli buyers, and their consumption profile.

our approach

New Launch and Early-Adopter Analysis

Bintix analyzed household consumption behavior to understand:

Recruitment of new brand households.
Prior consumption of muesli, granola and adjacent breakfast categories.
Penetration and average consumption across relevant adjacent categories.
Early purchase progression following the launch of Protein Muesli.

the outcome

Key Findings and Business Actions

The Launch Expanded the Household Base

Around 60% of Protein Muesli adopters were new to the brand’s Muesli.

Adopters Were Strong Protein Supplement Consumers

Protein Muesli entrants significantly over-indexed in supplements and proteins, with 62% category penetration versus 34% among the comparison household base.

Clear Targeting Opportunities Emerged

The findings would help the brand sharpen targeting towards protein-oriented, health-conscious households and identify relevant adjacencies for future portfolio growth.

Real Data.
From Real Packs Consumed

Turning discarded packs into real-time consumer intelligence

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