Objective and Scope:

The client, a UK-based health and wellness firm, was looking to expand into the Indian dietary supplements market. It wanted to understand consumer behavior and preferences regarding vitamins, herbals, minerals, and supplements (VHMS), and sought Benori’s support to: 

• Understand consumer requirements regarding VHMS in the Indian market
• Assess the buyer’s behavior, brand preferences, and attitude towards wellness
• Help enhance marketing strategies, tailor product offerings, and optimize communication methods

Approach:

We carried out extensive primary research, conducting interviews with experienced influencers such as doctors and nutritionists, along with retailers and pharmacists, to identify and better understand the client’s potential target demographic. This was followed by 6000+ surveys across the metros and Tier I cities of India, across a varied sample size to gauge consumer preferences. Lastly, we conducted in-depth interviews with consumers to fill in information gaps.

Impact:

The research helped the client in: 

• Developing marketing strategies tailored to match evolving consumer preferences
• Understanding innovations in product design and development to directly address unique consumer requirements
• Identifying optimal sales and communication channels for enhanced consumer engagement