Tailoring Tools and Messaging Through Consumer Insights

Kerry Group, while operating in a B2B environment, recognized the paramount importance of understanding consumer behaviors and regional nuances in tackling food waste. They developed the Food Waste Estimator tool with a conscious effort to make the issue meaningful to consumers by comparing the impact of food waste reduction to everyday habits relevant in their homes. To ensure relevance, Kerry’s tool explicitly asks users for their region, noting that food waste behaviors differ significantly across the world. This allows for more contextually relevant comparisons in the results, such as the amount of electricity that could be saved.

Furthermore, Kerry Group conducted in-depth consumer research, employing surveys and video diaries across multiple countries, to gain valuable insights into consumer attitudes towards food waste, preservation, and ingredient preferences. This research helped them understand cultural nuances, such as the symbolic importance of bread in some regions. By leveraging these consumer insights and acknowledging regional variations, Kerry Group aimed to create more impactful and relatable tools and messaging for the industry to use with end consumers.