How CPG Market Research Informed a Product Launch for a Better-For-You Brand

In the fast-evolving world of better-for-you foods, getting product-market fit right can make or break a launch. For one innovative CPG brand crafting a chia-based protein pudding, the stakes were especially high. With growing interest from retailers in a new single-serve version, the founder needed to answer several critical questions before moving forward:

• Which flavors would resonate most with consumers?

  
  

• How price-sensitive is the ideal customer?

  
  

• Should the website and branding be overhauled to match a changing audience?

She believed her core audience was affluent, health-conscious consumers, think yoga-goers looking for clean, protein-packed snacks. But belief isn’t data. That’s where Matz Analytics came in.

The Challenge

This founder had created a unique, nutrient-dense product in a category with massive potential, but low consumer familiarity. While multi-serving formats had gained some traction, larger retail opportunities hinged on developing a single-serve version. The challenge wasn’t just operational. It was strategic.

She needed clarity on flavor selection, pricing, packaging, and whether to invest in a brand overhaul, all while staying true to her product’s premium, health-first positioning.

As one of the emerging CPG consulting firms focused on actionable insights, Matz Analytics designed a targeted market research project to uncover exactly what their ideal customer wanted, and what might be holding them back.

Our Approach

To move from assumption to insight, we:

• Conducted targeted consumer research in the brand’s priority demographic

• Analyzed purchase behaviors, price sensitivity, and packaging preferences

• Explored customer sentiment around taste, texture, and category familiarity

• Assessed perceptions of brand values like sustainability and health claims

Our goal: provide real-world, data-backed clarity to inform confident strategic decisions.

Key CPG Market Research Insights That Informed Strategy

What’s Working:

• Taste & Flavor Drive Purchase: 58% of respondents cited taste as the No. 1 purchase factor, confirming that flavor needs to lead messaging.

  
  

• Strong Demand for Protein: 51% actively seek high-protein products, validating the product’s core benefit.

  
  

• Target Audience Alignment: Responses from wellness-conscious consumers aligned well with the brand’s core identity, especially among older Millennials and Gen X health shoppers.

What Needs Attention:

• Low Familiarity with Protein Pudding: Only 12% of respondents currently consume products in this category, signaling a need for education and behavior shift.

  
  

• Price Perception Gap: 42% expressed concerns over pricing, suggesting that perceived value must be communicated more clearly.

  
  

• Texture/Taste Hesitation: 36% cited texture as a barrier, an opportunity to refine product formulation or preemptively address it through messaging.

What’s Less Important:

• Sustainability Messaging Is a Low Driver: Only 6% of respondents prioritized sustainability in their buying decision. While important to the brand, it may not need to be a leading message.

The Strategic Impact

While it’s still early in the product development cycle, this research gave the founder actionable insights that influenced several strategic decisions:

• Flavors: She narrowed the shortlist to those with the strongest consumer pull.

  
  

• Pricing Strategy: Adjustments were made to communicate premium value while staying within consumer expectations.

  
  

• Branding Direction: Rather than following flashy Gen Z trends, the founder doubled down on premium, minimalist aesthetics that spoke to a wellness-driven demographic.

  
  

• Website & Messaging: The team began working toward clarifying core benefits (taste + protein) while addressing category unfamiliarity head-on.

These shifts were made confidently, not based on hunches, but on clear consumer data.

Why This Matters

This case is a perfect example of how to do market research for a startup the right way. Before investing in a major product launch or brand overhaul, the founder leaned on data to shape her next moves. Working with one of the top consumer research companies in the CPG space gave her clarity, direction, and confidence.

For brands in emerging or misunderstood categories, that clarity can be the difference between a costly guess and a successful launch.

Looking for a broader overview of how data fits into CPG growth? Read our companion piece: The Ultimate Beginner’s Guide to CPG Data Analytics.

And if you're curious about how insights can directly inform product and brand direction, check out another project where we used label testing and A/B research to help a beverage brand refine its messaging and brand strategy.

Partner with Matz Analytics

If you're launching a new product, shifting your brand strategy, or exploring a new customer segment, don’t rely on guesswork. As one of the leading CPG market research companies, Matz Analytics delivers the insights you need to make high-impact, data-driven decisions.

📈 Smarter Research. Stronger Positioning. Faster Growth.

Let’s talk.