The Challenge
A global food and beverage leader needed a unifying growth strategy for its condiments portfolio – one that could inspire brand, innovation and commercial teams simultaneously, while bridging the gap between global direction and local market needs. Without it, teams across markets were pulling in different directions, with no shared language or framework to align around.
The Work
We built a Demand Space model from the ground up, speaking to 65,000 consumers across six key markets. These insights were synthesised into a set of globally consistent but locally resonant Demand Spaces. Each was rigorously assessed using our DCV (Desirability, Credibility, Viability) framework to identify where to play and how to win – surfacing both immediate opportunities and whitespace for future growth.
The Impact
The Demand Spaces have become a shared language across markets and functions, embedded in the client’s global three-year innovation pipeline and go-to-market strategies. The framework has driven sharper portfolio decisions, stronger brand building and cross-category innovation. In total, the work identified and prioritised $14.8BN in global incremental future value – giving the business a clear, evidence-based platform for long-term growth through brand and innovation.
