Case Study: Australian Coffee Manufacturer wins new grocery listings and appeals to younger coffee drinkers with Vypr

How Vypr helped a leading Australian coffee manufacturer identify and appeal to a younger generation of coffee drinkers

An Australian coffee manufacturer, a long-standing leader in its field, faced the challenge of appealing to a younger demographic (Gen Z and Millennials) to drive growth. They developed a new ready-to-drink iced coffee concept but needed to validate its market potential in a sub-category dominated by a single major player. The manufacturer engaged Vypr to help it understand the new product's appeal and build a credible commercial story for skeptical retail buyers.

Vypr implemented a solution using its proprietary consumer community and a blended methodology of qualitative and quantitative research. This approach validated the product's appeal, identified a market gap, and provided crucial insights into branding and consumer preferences. The objective data supplied by Vypr was used to win major new grocery retail listings. The successful launch resulted in higher-than-anticipated purchase frequency, driving incremental category growth and taking market share from the dominant competitor.