Trends In Consumer Snacking Behavior and Preferences

Abstract

Understanding consumer behavior is crucial for brands seeking to deliver products that meet their customers' needs. In this project, I focused on the yogurt category for Dannon, aiming to identify trends and opportunities for increasing sales volume and revenue. The first part of my research involved a thorough literature review, examining how consumer snacking habits have evolved over the years. I also explored the key attributes that consumers value most in a snack. The goal was to provide snack brands with deeper insights into consumer preferences and behaviors. The second component involved an analysis of market yogurt data, which included sales figures over the past five years and consumer panel data. Through this, I could identify trends and key factors influencing the yogurt market. Combining both qualitative insights from the literature review and quantitative data analysis, I developed actionable recommendations. By understanding the consumer and delivering a product that aligns with their evolving needs and preferences, brands can drive profitability and enhance customer satisfaction.