Case Fazer Bakery:

Fazer looks at the market through the eyes of the consumer

The final result of the project was a dynamic map of the market, which is a consumer-oriented way to look at the competitive situation and analyze market opportunities.

Research topic

Fazer bakeries needed fresh data on bread consumption, product position and the competitive landscape.

Our approach

Utilizing a survey approach, we created a comprehensive market mapping of the reality of consumer preferences. This perspective reveals which products are competing with each other, and where there could be room for a new product launch. The market map illustrates the findings easily and visually and also leaves room for interpretation and innovations.

Impact of the research

The market map gives Fazer a new perspective on understanding the competitive situation and helps identify developments in the current range and new market opportunities.