Decoding Consumer Preferences to Create a Market-Winning Chocolate Flavor

Industry: Food and Beverage (Flavorings)

Our Client: A global leader in flavors, fragrances, and cosmetic ingredients.

The Challenge: Crafting a Premium Chocolate Flavor

In the ever-evolving world of food and beverage, flavor innovation is key to staying ahead of consumer expectations. Our client, a global leader in flavors, fragrances, and cosmetic ingredients, set out to develop a premium chocolate flavor for bakery items, milk-based drinks, and nutritional supplements. The challenge was clear: identify a chocolate flavor profile that would resonate with modern consumers and fit seamlessly into various product categories.

Our Research Approach: A Four-Phase Study

To ensure the new flavor would meet consumer preferences, Elastic Tree conducted a comprehensive, four-phase research project, combining secondary research, qualitative insights, and quantitative validation.

Phase 1: Exploratory Retail Audit

The research journey began with a deep dive into the existing market landscape. By analyzing online grocery platforms and ice cream brand websites, we created a comprehensive library of chocolate products. This phase helped identify common flavor descriptions, terminology, and trends shaping consumer choices.

Phase 2: In-depth Consumer Exploration

To further refine our understanding of chocolate preferences, we conducted in-depth interviews with 12 articulate consumers (SEC A1) in Bangalore and Chennai. These individuals, who regularly purchase biscuits, milk-based drinks, or ice cream, provided valuable insights into their preferred chocolate flavor profiles, sensory expectations, and areas where existing market offerings fell short.

Phase 3: Market Central Location Test (CLT)

The next step was quantitative testing through a blind taste test across three major cities: Mumbai, Delhi, and Chennai. A total of 270 participants (90 per city) were divided into three panels representing ice cream, bakery, and milk-based drink categories. Each panel evaluated four chocolate flavor samples (three new prototypes and one existing market benchmark) using a sequential monadic approach, followed by a forced comparison. Key metrics included overall liking, purchase intent, and sensory attributes, helping us pinpoint which prototypes had the highest potential.

Phase 4: Validation CLT

To ensure the final flavor’s success, a second blind product test was conducted with 165 participants (105 for bakery, 60 for flavored milk) in Chennai. Using a similar sequential monadic methodology, consumers assessed the flavors based on overall liking, sensory attributes, and purchase intent. This final validation phase confirmed which chocolate flavor would perform best in real-world applications.

The Impact: Data-Driven Flavor Innovation

By progressing from secondary research to qualitative exploration and rigorous quantitative testing, our approach provided a structured roadmap for flavor development. The insights gained through each phase enabled our client to select a chocolate flavor that aligns with evolving consumer tastes. This research-driven process not only ensures product-market fit but also empowers brands to create flavors that leave a lasting impression on consumers.

Elastic Tree’s meticulous methodology demonstrates the power of market research in driving successful product innovation. Whether you're developing a new flavor, refining an existing product, or exploring emerging consumer trends, our expertise ensures your brand remains at the forefront of the industry.

Delivering market-winning insights through research-driven innovation.