RAWBITE study in go2market - part 3

The tests conducted by Bonsai Research for the fruit and nut bar RAWBITE are going into the next round: At our cooperation partner go2market, the bars with the alternative claim are now on the shelves. Part 3 of our workshop report on the RAWBITE study.

The study for RAWBITE in the Cologne test supermarket go2market continues with a new claim. "The two-stage packaging test will show which of the two claims is better received by consumers," says Michaela Thielen, Consultant at Bonsai Research. 

At the Bonsai cooperation partner go2market in Cologne, selected customers shop according to socio-demographic criteria and then rate the products(more on our cooperation with go2market). The first placement of the fruit and nut bar RAWBITE, which contains no added sugar and is 100% organic, vegan and palm oil-free, took place at go2market at the beginning of October 2021. The subsequent survey of shoppers via app showed that RAWBITE is particularly popular as a snack on the go. The brand has a high likeability rating and customers like the design of the packaging overall. 

It will now be exciting to see how sales and also the buyers' evaluations change in view of the packaging with the new claim. "A claim must succeed in drawing consumers' attention to the product," says Jörg Taubitz, Member of the Board at go2market: "There is no room for long sentences on packaging. It is therefore all the more important to catch the consumer's eye and be remembered with a short, understandable and memorable claim". 

The results of a go2market packaging study 2021 show that packaging generally plays an essential role in shopping. According to the study, almost half of the more than 1,000 consumers surveyed (47 percent) say that appealing packaging is decisive for spontaneous, unplanned purchases. The manufacturers surveyed use packaging "very intensively" to convey sympathy (95 percent), build trust (89 percent), create transparency (85 percent) and show their reliability (84 percent). 

If you have any questions, please contact Michaela Thielen.