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Case Studies / Lavazza
The Result - Catalyx's insights were key to the successful U.S. launch of Lavazza's organic ready-to-drink cold brew cans in four styles. These products were well-received, especially among younger American coffee drinkers. Lavazza's ready-to-drink segment is now growing nearly 39% faster than the overall packaged coffee market, highlighting the effectiveness of Catalyx's approach. This launch has significantly strengthened Lavazza's presence in the U.S. market, establishing them as a key player in the ready-to-drink coffee segment. (Tea & Coffee Trade Journal, 2022)
The Challenge - Lavazza aimed to penetrate the competitive U.S. cold brew market, requiring an in-depth understanding of consumer behaviour and preferences to differentiate its product in a dynamic landscape.
How we did it - To help Lavazza launch their cold brew coffee in the USA, Catalyx used its award-winning qual at quant scale research methodology to gather over 12,000 data points from target consumers. This involved six activities to reveal critical consumer insights, such as taste preferences, occasions of consumption, and perceived benefits. We tested Lavazza's cold brew concepts, examining messaging, ideas, and creative executions, and provided clear recommendations for the optimal product to launch, ensuring alignment with market demands and consumer expectations. This strategic insight allowed Lavazza to effectively tailor their product.
Brand
Lavazza
Solution
Unmet needs / demand space & path to purchase optimiser
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