OBJECTIVES
A global packaging company sought to deepen its understanding of the wet pet food packaging market and revise the go-to-market strategy for its retort pouch solution. The key objective was to analyze customer needs and decision-making processes to refine its value proposition for retort pouches and identify future product development opportunities.
APPROACH
CovalentIQ conducted primary research consisting of 15 in-depth qualitative interviews and a quantitative survey with 30 decision-makers. The target audience included procurement, marketing, and operations executives from mid-sized European wet pet food manufacturers to gather firsthand market insights.
IMPACT
The study delivered a clear path forward for the client’s retort pouch business for private label and white label customers. Recommendations included specific targets for operational improvements like lead times and order quantities, key focus areas for product innovation such as recyclability, and tailored business development tactics for different customer segments.
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