[CASE] Identifying growth opportunities for HARIBO - A Portfolio Study

DANISH VERSION →

The Danish sugar confectionery market is very saturated and defined by many brands with different offerings. As a market leader, HARIBO continuously wants to deep dive into the dynamics of that market. The ambition of this study was to get a deeper understanding of what differentiates competing products and brands in the category, as well as input on how to prioritize within the product portfolio in order to help both HARIBO and retailer customers to optimize sales. 

Ipsos’ portfolio study has provided new and deep insights into the sugar confectionery market dynamics at a detailed product level. Additionally, by integrating HARIBO’s existing consumer category framework, this new consumer-driven research has identified ways to strengthen consumer category navigation, as well as specific recommendations on how to prioritize category assortment to fit the consumer and shopper needs.

This study is as complex as our portfolio. It takes extraordinary skills to translate and communicate the outcome into strategic insights that we can integrate into our workstream. Ipsos has proven that ability.

- Nordic Marketing Director, HARIBO Lakrids A/S