They had limited experience with fresh food packaging requirements
A global packaging company with zero presence in the fresh food vertical needed to understand the rapidly expanding Fresh & Natural grocery segment. Our market assessment analyzed over 100 products, identified 31 packaging opportunities, and prioritized 9 high-potential targets. Within six months, the client acquired a market leader that we had identified, thereby transforming their competitive position in this high-growth segment.
BACKGROUND
The grocery landscape was shifting dramatically. Fresh foods—once confined to the store perimeter—were expanding throughout supermarkets, while the shelf space for traditional packaged goods was shrinking. Fresh produce increasingly appeared wrapped or bagged, and meat packaging was becoming more sophisticated. Our client, despite being a global packaging leader, had virtually no presence in this emerging high-value segment.
The Challenge
The Fresh & Natural perimeter of grocery stores—produce, meat, deli, and bakery—was expanding rapidly. New products, particularly in cut produce and ready-to-eat, were quickly emerging, all with unique packaging needs. Every product category had increased packaging complexity throughout its value chain, compounded by demands for sustainability and extended product shelf life.
Meanwhile, our client had a glaring gap: virtually no presence in this high-growth (yet quite complex) segment. They needed market research to find a strategic focus amid shifting consumer demand toward fresh, natural foods.
The client needed to understand "farm-to-store" value chains
They were unfamiliar with the segment's distribution, merchandising, and pricing dynamics
MARKET RESEARCH APPROACH
We designed and executed a comprehensive two-phase market assessment over five months. Our objective: find our client the best growth opportunities in terms of fit & attractiveness. To do so, we researched 34 product categories and their unique supply chains. We studied 50+ producers, growers, distributors, associations, and suppliers in meat, seafood, bakery, ready-to-eat, and produce.
PHASE 1: MARKET MAPPING & OPPORTUNITY IDENTIFICATION
• Analyzed 100+ fresh food items across the entire value chain spanning bakery, deli, fresh meat, produce, and seafood
• Assessed food loss (shrinkage) throughout the supply chain by segment due to spoilage to establish the value of extended shelf life
• Assessed food safety issues and opportunities for improvement in reducing microbials, odor control, and temperature monitoring
• Identified opportunities in distribution in the areas of temperature control, elimination of air transport, reducing the need for ice, and stacking of transport packaging
• Organized findings into 34 distinct product categories
• Identified 31 viable packaging opportunities within the supply chain based on potential value, market trends, and current gaps
PHASE 2: PRIORITIZATION & DEEP DIVE
• Applied fit-attractiveness matrix to rank all opportunities
• Selected 9 highest-potential targets for intensive analysis
• Conducted 15+ expert interviews with engineers, buyers, and marketers
• Assessed technical feasibility, patent landscapes, development timeline, competitive intensity, potential value across the supply chain, etc.
• Developed 3 strategic directions based on the aggregated insights from the research.
MARKET RESEARCH RESULTS
The comprehensive intelligence provided our client with everything needed to make informed investment decisions and prioritize resources effectively.
By the Numbers
TOTAL OPPORTUNITIES
31 distinct packaging opportunities identified across 8 fresh food markets
Opportunity Priorities
9 high-potential opportunities prioritized for immediate exploration
Value Chain Mapping
100+ product-level value chains mapped from farm to store
Product Analysis
34 product groupings created to streamline future analysis
Strategy
3 strategic directions developed with clear implementation paths
Acquisition
Within 6 months, the client acquired a market leader we identified
IMPACT
Our research delivered a clear, actionable roadmap that transformed uncertainty into confident market entry strategy.
Major Acquisition
Within six months of project completion, the client completed a major acquisition of a market leader we identified, demonstrating the immediate strategic value of our market intelligence.
Strategic Transformation
From having virtually no presence in fresh food packaging to owning a clear, data-driven roadmap for capturing this fast-growing segment.
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