Case Study: PepsiCo achieves new growth in salty snacks with Kantar insights

We worked with PepsiCo in Brazil to help them find growth in salty snacks, leading to the successful launch of two innovative new products

The Brazilian division of PepsiCo faced a challenge in its salty snacks market, where per capita consumption was one of the lowest in Latin America. They partnered with Kantar to identify the specific barriers preventing growth. Kantar used its LinkQ questionnaire service and household panel data to conduct a deep dive into consumer motivations and purchase behavior.

Kantar's solution involved a two-phase project that segmented consumers and conducted face-to-face interviews to uncover key barriers. The insights revealed an opportunity for healthier snacks, leading PepsiCo to launch two innovative products: Fandangos Integral, the first wholemeal snack in Brazil, and an unsalted version of Elma's Batata Palha. These launches were highly successful, with Fandangos Integral achieving a 1% national penetration in just nine months. Kantar's data notes that PepsiCo now accounts for 92% of the most successful innovations in the salty snack market.

PepsiCo