Successful snacks and shopper insights: Reaching value creation strategies for value-destroying segments

This paper describes consumer and shopper research that led to a successful portfolio reconfiguration of PepsiCo's salty-snack multipacks in Colombia.

Preface

A category based in Ready-to-Eat crunchy products has evolved to become a great companion in different consumption occasions: a good accomplice in celebrations, a perfect meal replacement option when we are in a hurry, or a comforting treat when we are down. It's imperative for manufacturers in the growing snacking industry to fully understand not only the environment around these occasions, but also the shopping and consuming triggers to entirely offer products that suit emotional and functional habits of consumers.

The macro-snacking industry deals with diverse categories that offer a wide variety of options, which makes it a complex...

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