Project 3in1: Innovative Approaches to Discovering Consumer Needs. An In-Depth Detergent Market Overview and Trend Analysis.

Desired outcome

The project's aim is to uncover hidden consumer needs (both current and future) and pain points in the world of laundry detergent consumption. The focus is on identifying and understanding consumers and all of their specifics across strategically selected European countries.

Initial Problem Description

Our aim is to thoroughly analyze the B2C detergent market and get insight in selected target countries for market entry with innovative product.
We want to gather information on:
Market segment competitors, marketing trends, customer pain points, consumer behavior, habits, values, spending behavior, strategies to increase customer engagement in the purchasing process, future trends and more.
We expect from the team:
Preparation, gathering and analysis of primary data (surveys, questionnaires, target persona-based focus groups, etc.) and review of secondary (existing) information for liquid detergents in selected European countries.

Context

In determining the right solution for the market, it's paramount to have an in-depth understanding of modern and future consumer needs. Strategic selection of target markets and researching the issues faced by our target personas are key. Thorough market research is crucial in formulating a successful market entry strategy for innovative liquid laundry detergent product and for raising awareness of the hidden challenges consumers encounter.

Connection to cross-cutting areas

Our detergent's advanced formulation excels at low-temperature washes, reducing energy consumption and minimizing the carbon footprint associated with laundry. Designed to tackle stains effectively and offer antimicrobial protection in cooler water, it supports longer fabric life and reduces the environmental impact of garment disposal. The product's biodegradable attributes further protect aquatic life and contribute to cleaner waterways. Compliant with environmental regulations, this detergent meets the technical demands of sustainable household practices.

Input

The laundry detergent market is highly competitive, driven by market giants and adverse factors such as brand recognition, product effectiveness, and environmental sustainability. Consumer preferences are shifting towards eco-friendly formulations and convenient packaging options. Innovation in product formulations and marketing strategies plays a crucial role in capturing market share and meeting evolving consumer demands. Recognizing consumer demands and pain points, as well as gaining a deeper understanding of the market leaders and their actions, are therefore crucial in effectively tackling challenges and finding the best-fit solutions for the consumer of today and tomorrow.

Expectations

During the initial kick-off meeting, we will introduce our company and the project. Additionally, you will focus on thorough market research in the B2C segment, covering both selected country-specific details and broader global and European perspectives.

Emphasis will be placed on gathering data from existing research, publications, and digital sources, complemented by obtaining real-time primary data from the selected target markets—chosen from 10 strategically selected market entry countries—by participating teams.

Key areas of focus include:

Market Competition:
-Identifying manufacturers, retailers, distributors, and brands.
-Analyzing marketing campaigns, best-selling products, and pricing strategies.

Consumers:
-Demographic and psychographic profiles.
-Understanding consumer behaviors, challenges, and preferences.
-Assessing environmental awareness, product expectations, and satisfaction levels.

Trends:
-Current and future trends in the detergent and home care industries.
-Global market conditions and economic factors affecting the sector.

Financial Insights:
-Evaluating the financial performance and revenue trends of major players.

Strategic Evaluation:
-Assessing the suitability of target consumer profiles.

Planning market entry campaigns and innovative value propositions.

Desired Team Profile

We're seeking a diverse, highly motivated, and independent team with backgrounds in marketing, consumer behavior, and brand strategy, along with expertise in market analysis. Ideally, team members would also be aware of home care and laundry detergent market trends and have some knowledge of the detergent industry and ecological requirements.

Additional Information

We are looking for motivated, structured, thorough, and analytically oriented teams who are up for the challenge of gathering data, information, and conducting surveys and interviews to obtain accurate insights that can contribute to a better understanding of needs, issues, and solutions. We value collaboration with diverse teams from various fields of expertise and geographical backgrounds, which can facilitate the review of specific geographically segmented markets more easily and naturally.
Each team will receive support and assistance from a Perkemija member, whom they will be able to turn to for additional information or support with any interim questions. We believe in teamwork and integrating different knowledge and segments for the best and most effective solutions for modern consumer challenges.

Related Keywords

• Sustainability
• Consumer related
• Consumer Products
• Other consumer products