Givaudan
How Givaudan successfully answered customer briefs based on real-time consumer data
“Recently I was looking for ‘diet’ trends - just checking what was happening in this field - and Tastewise gave me a clear answer in 2 clicks, which is much faster than anything else.”
Laurence MinisiniConsumer Market Insights Manager Europe, Taste & Wellbeing
The Givaudan Marketing and Consumer Insights teams are the vanguard of innovation at Givaudan. By keeping their finger on the pulse of consumer trends, these teams are responsible for identifying the next food & beverage flavors, colors, experiences, and more that consumers will love – and sharing them with their clients and the broader market. Within the scope of their work, the Marketing and Insights teams use consumer insights to answer customer briefs, as well as create market-leading trend reports that influence the wider industry.
Challenge
How did Givaudan tackle these challenges to successfully answer customer briefs — and provide market thought leadership?
- In a rapidly changing market, this is complicated as consumer preferences, tastes, and expectations constantly evolve.
- To retain their position as thought and innovation leaders committed to providing the best solutions to both their customers and the market, the Marketing and Consumer Insights teams need access to the most up-to-date information possible.
Why Tastewise
Tastewise emerged as the ideal solution for Givaudan, addressing their innovation challenges comprehensively. By partnering with Tastewise, Givaudan gained the following advantages:
Real-time insights for confident decision-making
Tastewise provides Givaudan with actual data to validate emerging trends and make informed decisions. With up-to-date insights, Givaudan can confidently identify and explore new opportunities, ensuring their ideas cater to dynamic consumer preferences.
Accelerated innovation timeline
Tastewise’s one-minute turnaround time for insights enables Givaudan to swiftly validate ideas and refine their product development process more efficiently. This agility allows Givaudan to stay ahead of competitors by adapting to changing consumer demands and preferences promptly.
Consumer-centric approach
Tastewise offers a comprehensive understanding of consumer needs and behavior. By aligning their product offerings with consumer preferences, Givaudan ensures their products connect deeply with the target audience and enhance customer satisfaction.
Solution
Using Tastewise’s platform the team could:
- Actively pitch customers with campaign ideas based on real-time flavor trends, new flavor combinations, and relevant consumer motivations.
- Answer customer briefs with a unique perspective, knowledge, and inspiring insights while increasing win rates.
- Have a competitive advantage and be first in the market with the right trends.
- Utilize social media insights in every 2nd research project.
Results
A new approach to understanding color trends in food and beverages is emerging.
- Tastewise is tracking conversations about color on social media to gain insights into consumer preferences.
- This allows them to see not only which colors are popular in different product categories, but also to understand the motivations behind those choices and the ingredients driving the trends.
- This unique perspective is valuable for food and beverage companies looking to stay ahead of the curve.
| Before Tastewise | to | After Tastewise |
|---|---|---|
| Difficulty answering customer briefs due to lack of up-to-date insights. | 10X faster time to pitch | |
| Falling behind competitors due to slow trend validation and adaptation. | 3X more briefs answered | |
| Relying on slower research methods | Increased project inflow and new wins |
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