UK Brand Equity, Concept Testing & Pricing

SITUATION

• A European food company was evaluating a UK plant-based brand as a platform for bringing a new vegetable-based food proposition to market.

• The decision required an independent view of brand strength, consumer appeal and willingness to pay, alongside the strategic fit of the opportunity.

PROJECT OBJECTIVE

• Assess brand awareness and image against competing UK plant-based brands and an earlier research baseline.

• Test purchase intent, purchase barriers and potential incrementality for the new product concept.

• Identify an acceptable price range and assess how pricing affected demand, to inform launch and investment decisions.

WHAT WAS DONE

• Brand equity research: Assessed prompted awareness, brand usage and image among UK shoppers buying plant-based meat alternatives, with competitor benchmarking and comparison with the previous study.

• Concept testing: Evaluated unpriced and priced purchase intent, what shoppers liked and disliked, and whether the proposition would replace existing purchases or add new demand.

• Pricing analysis: Used an anchored Van Westendorp price-sensitivity model, showing market reference prices to assess acceptable pricing and the optimal price point.

• Strategic synthesis: Combined brand and consumer evidence with desk research to assess the brand’s suitability as a UK market-entry platform.

RESULTS DELIVERED

• An updated brand-equity assessment covering awareness, usage and image relative to competitors.

• A concept and pricing assessment covering purchase intent, demand barriers, acceptable pricing and potential sources of volume.

• An integrated report and recommendations to inform the client’s market-entry and investment evaluation, supported by the underlying survey data.

Evaluating a consumer brand or new product proposition? Discuss your brand, concept or pricing research with Stefano Di Napoli.

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