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The Nestlé Case: Strategic Research to Understand Consumer Aging and Identify Opportunities for Innovation.

Nestlé

A segmented, actionable view to support aging through nutrition and well-being

Category 1

A segmented, actionable view to support aging through nutrition and well-being

The Nestlé Case: Strategic Research to Understand Consumer Aging and Identify Opportunities for Innovation.
01

The challenge

We drove a new approach to workforce reskilling

In a world where the older population is growing at an unprecedented rate, brands face the challenge of developing value propositions truly connected to the reality and specific needs of a group that may not be as homogeneous as it seems.

Within this framework, Nestlé sought to understand the paths of healthy aging to generate foundational knowledge, uncovering insights and relevant opportunity areas to develop an aging-related innovation platform across different categories, targeting Adults and Older Adults.

02

What we did

Our value proposition

  • Strategy and Purpose
  • Culture and Leadership
  • Brand and Experience
  • Design, Communications and Marketing
  • Research: Insights and Metrics

Using a mixed methodology, we sought to understand the reality of the older segment, from a stage of preparing for aging (people 50+), to an initial stage at 60+ and a second stage at 70+.

To a comprehensive analysis of global and local trends and studies focused on older adults and aging, we added a qualitative and quantitative study to gain in-depth knowledge of the different segments, and to identify and size psychographic profiles that would reveal insights and open opportunity areas for innovation at Nestlé.

03

Result

Our impact: a connected brand

We updated an in-depth understanding of the different segments, based on a multidimensional analysis specifically connected to nutrition.

The Nestlé Case: Strategic Research to Understand Consumer Aging and Identify Opportunities for Innovation.

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