Our ‘special-tea’ blend of segmentation and consumption insights bagged Taylors of Harrogate 11% of growth
Hot drink consumption has changed considerably over the years and as a result retailers and manufacturers are reshaping the category. UK manufacturer, Taylors of Harrogate wanted to underpin their thought leadership with a holistic view of how shoppers engage with hot drinks. They asked us to help them truly understand what shoppers cared about and use this insight to help them grow the value of the category.
We segmented the whole hot drinks category based on shopper behaviour and overlaid consumption data to create distinct shopper groups. Understanding the most important motivations, purchase triggers, needs and occasions of these shopper groups enabled Taylors to identify where needs were not being fulfilled. The insight was used to facilitate change across their business. Taylors have experienced 10.6% growth over the past 2 years since the segmentation project was delivered.