Tracking brand health for a juice brand across the Gulf

What is shaping food & beverage

Food and beverage brands compete on taste, price, health perceptions and shelf presence. Small changes in pack, recipe or price can shift share quickly.

• Health and natural claims influence choice
• Quick commerce and modern trade change shopping habits
• Taste remains the deciding factor at repeat

A fruit juice and dairy beverage brand, working in Saudi Arabia, UAE & Qatar. Client identity is withheld to protect confidentiality.

Organisation

A fruit juice and dairy beverage brand

Sector

Food & beverage

Team engaged

Market Research

Services

Quantitative research, Consumer panel, Data analytics & dashboards

The brand faced growing competition from private labels and imported brands, and its advertising budget was under pressure. Each country team ran its own ad hoc surveys with different questions, so leadership could not compare performance or see whether campaigns were working.

• Deliver on the brief: tracking brand health for a juice brand across the Gulf.
• Understand the views, needs and behaviour of category buyers.
• Produce results that can be compared across groups and locations.
• Set up a repeatable measure the client can track over time.

The work focused on 1,800 category buyers.

• category buyers1,800

Audiences we typically reach in food & beverage

Shoppers and consumersHouseholdsRetailers and kirana ownersQuick-commerce usersFood-service buyers

Coverage: Saudi Arabia, UAE & Qatar. Markets: Saudi Arabia, United Arab Emirates and Qatar.

• Saudi Arabia
• United Arab Emirates
• Qatar

A structured quantitative design, so results could be compared across groups, locations and time.

1. 1Brief
2. 2Quarterly online and face-to-face tracker
3. 3Brand funnel dashboard
4. 4Insight

We designed one tracker with consistent questions in Arabic and English, covering awareness, consideration, purchase, loyalty and brand image. The sample combined our online panel with face-to-face interviews in supermarkets to reach older shoppers and expatriate households who were less active online. Results flowed into a dashboard by country, nationality group and age, with significance testing between waves.

Quantitative researchConsumer panelData analytics & dashboards

category buyers

1,800

• Business respondents were screened on role, company size and involvement in the decision before being invited.
• Respondents were selected across Saudi Arabia, UAE & Qatar using quotas set in advance for each location and respondent type, so no single area or group dominated.
• Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.

• Trained local-language interviewers conducted interviews in person, supervised in the field.
• The online survey was mobile-friendly and offered in respondents' languages.

• Back-checks on a share of completed interviews
• Time and location checks on field interviews
• Supervisor accompaniment in the field
• Digital fingerprinting and duplicate checks
• Attention, speed and straight-lining checks
• Review of open-ended answers
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Interactive dashboard for ongoing tracking

• Awareness was high everywhere, but consideration lagged among younger shoppers who saw the brand as traditional and sugary.

A consistent tracker turned three separate country stories into one clear picture.

• Build on the core insight: a consistent tracker turned three separate country stories into one clear picture.
• Focus effort where the evidence was strongest: awareness was high everywhere, but consideration lagged among younger shoppers who saw the brand as traditional and sugary.
• Re-measure after the changes to confirm the effect.

• The brand introduced a reduced-sugar range and a digital campaign aimed at younger buyers, and later tracker waves showed consideration rising in that group, especially in the UAE.

What changed in the business as a result of the work. Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables
• Interactive dashboard

• Continue the routine and review results every period.
• A natural follow-on question: what happens at the shelf?