The food industry experienced an upswing during the pandemic. However, with inflation, consumers are looking for cost-saving measures, especially in the food sector, which presents companies with new challenges.
In addition, trends such as new food, organic farming, sustainability and regionality are becoming increasingly important.
In the current phase of transformation, we support you in finding answers to your questions and understanding consumer needs in depth.
What we offer:
- Quantitative and qualitative full service market research
- International network of partners
- Fast data collection and efficient implementation of your projects
- Logical interpretation of the results
- Strategic consulting through almost 40 years of market research experience
We are an owner-managed and independent institute and rank among the top 5 top-selling market research companies in Germany.
Book a consultation
Book a 15-minute online appointment. We will advise you on your questions free of charge and without obligation. Our experts look forward to hearing from you!
Research fields and methods
- Packaging testing and optimization
- Communication development and reviews
- Price research
- Research on product ranges
- Brand performance monitoring/KPI tracking
- Campaign and advertising tracking
- Trend research in the food sector
- Retail & Shopper Research
FAQ - Market research for food, beverages, and FMCG
For which issues in the food and FMCG industry is market research relevant?
Market research provides essential insights into consumer behavior, product acceptance, packaging design, and price perception. It supports companies in product development and innovation management and minimizes risks in strategic decisions.
How does GIM ensure that the right method is chosen for every FMCG issue?
We have extensive project experience with international corporations and regional providers alike, and we select the approach individually based on your objectives: The combination of qualitative in-depth insights (e.g., interviews) and reliable quantitative data (e.g., online surveys) often forms the foundation. This is supplemented by specific tools such as taste tests or shopper research to realistically map behavior at the point of sale.
How does GIM specifically support product development and innovation?
Through systematic product and packaging tests as well as concept trials, we identify early on which innovations will be well received by consumers. On this basis, we provide concrete recommendations for optimization before high costs are incurred by a market launch.
How can trends such as sustainability or health and wellness be exploited at an early stage?
Our trend and consumer analyses highlight changes in eating habits and social trends (e.g., convenience or sustainability). This enables companies to respond strategically to market changes and proactively seize opportunities for innovation.
How quickly does market research deliver results for operational decisions?
Market research projects in the FMCG sector are designed for efficiency and, depending on their scope, deliver valid results within just a few weeks. This enables you to make product decisions, campaign adjustments, or portfolio strategies in a timely manner based on data.
How is the success of marketing and communication measures measured?
We evaluate key KPIs such as brand awareness, image, purchase intent, and the specific advertising impact of your measures. This allows marketing budgets to be used efficiently and campaigns to be managed in a targeted manner in a competitive environment.
What strategic advantage do GIM tools such as purchase decision trees (PDT) offer?
These specialized analyses reveal the priorities (e.g., brand vs. price vs. organic certification) that actually influence consumers' decisions at the shelf. This enables precise optimization of target group targeting and placement strategy at the point of sale.
How does a research project with GIM typically proceed?
After a joint briefing, we develop a customized study design. The collected data is analyzed in depth and translated into understandable, directly actionable strategic recommendations to actively support your brand management.
Your contact
Stefanie Gelbicke
Research Director
Sebastian Klein
Head of FMCG & Health