Koena Probiotics U&A Study

Goals for the values-based segmentation

develop an actionable consumer segmentation for probiotics in Canada based on consumer’s attitudes, emotional disposition, and behaviour
identify the financially optimal target segment(s) based on the segment’s size, category behaviour, and their purchase power
map regional breakdowns for the key target segment(s)
determine the functional and emotional motivating forces for each target segment
align on the most relevant media channels to raise awareness of probiotics by target segment

Goals for the quantitative research

assess consumers’ recognition and perceptions of probiotic brands, and their existing brand loyalty
assess current and potential usage reasons for probiotics among the key target segment(s)
evaluate pricing/price thresholds for probiotics
identify the appeal of different formulations (paediatric, children’s, adult, and women’s formulas) among the target segment(s)

Stage 1: Factor Mapping: Build a map of the main consumer driver and values that underlie the Probiotic and related market in order to define the segment map axis drivers.
Stage 2: Cluster Definition & Plotting: Cluster all respondents into statistically homogeneous groups according to their underlying values and plot on the same market map (from stage 1).
Stage 3: Segment Analysis: Analyze and compare groups according to their psychographic makeup, overall behaviour and category behaviour.

consumers fall into one of three attitudes when shopping for probiotics: uninformed, informed, and skeptical consumers
consumers’ attitudes towards probiotics are first developed through mass media and online channels, as well as through their social network. HCPs have little influence until consumers are in the retail environment where they can purchase probiotics.
when consumers are deciding between different types of probiotics they are primarily looking for indicators of quality and overall health maintenance benefits
probiotics that offer overall digestive and health benefits have the strongest and broadest appeal, while probiotic formulations that offer specific benefits (acute intensive, travel, children’s acute intensive) have to overcome a greater education hurdle for consumers, who have to first learn about probiotics, to then understand the unique advantages of different probiotics