Taste-first snackers buy protein bread, cookies and snacks because they taste good, with protein as the excuse. They try new products about twice as often as other consumers and research about half as much, so the first bite decides. They are one of six segments in our overview of high-protein packaged food consumers in India.
Who are Taste-first snackers?
Taste is their reason about 2.9 times as often as for other consumers, and texture and softness are their reason just as often. They are also put off by taste compared with the regular version about 2.4 times as often, and by texture about 2.3 times. They choose protein breads, cookies and snacks about 1.5 times as often as others, and they build a daily routine around a product less often.
What do Taste-first snackers say?
- “anything with protein added tastes so bad man, id rather stay empty instead of snacking”
- “Bro, I eat one every day, the taste is great, no lies”
The same segment holds both reactions. A good first bite can turn into a daily habit, and a bad one ends the category for that consumer.
What could brands test to win Taste-first snackers?
These are ideas to put in front of the segment, not conclusions, and the base is small, so read them as directional.
- Small trial packs and multi-flavour sampler packs.
- Texture and softness described on the pack and the listing.
- A comparison with the regular version, since this segment judges against it.
Test these packs and claims on the Taste-first snackers segment at app.nextbigwhat.com. For consumers who read ingredients first, see Better-snack switchers.
Frequently asked questions
What is a Taste-first snacker?
A consumer who buys protein bread, cookies and snacks because they taste good. It is the second-largest of six segments in Indian high-protein packaged foods.
Do Taste-first snackers research before buying?
Rarely. They try new products about twice as often as other consumers and shortlist about 0.6 times as often.
How can a brand appeal to Taste-first snackers?
Worth testing: trial and sampler packs, clear texture description and a comparison with the regular version.
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