Strategic market and consumer analysis

: unraveling the potential for insect-based rtd protein drinks in Germany

Abstract

This study embarks on a journey to explore the viability and potential of launching an insect-based Ready-To-Drink (RTD) protein drink in Germany. First, it navigates through an extensive analysis that weaves together secondary and primary data from a survey, providing a robust understanding of Germany's political, economic, sociocultural, and technological context. Next, it dives deeper into dissecting consumer preferences and scrutinizing the market's competition. The investigation highlights a supportive political environment powered by robust sustainability initiatives, a blossoming interest in exploring alternative protein sources, and a vibrant sports culture embedded in the sociocultural fabric. It zeroes in on a niche yet promising market segment – individuals between the ages of 25 and 45 who frequently partake in sports activities and hold ethics and environmental sustainability close to their hearts. This group exhibits a high willingness to pay for insect-based protein drinks. The competitive analysis relieves a conspicuous gap in the RTD sector, with no current players offering insect-based protein drinks. Furthermore, the protein industry as a whole, particularly the RTD sector, unfolds as a landscape with lucrative growth opportunities. However, a well-thought-out pricing strategy and comprehensive marketing efforts are crucial due to intense competition. The study concludes that the insect-based RTD protein drink can be successful in the German market by focusing on communicating the unique benefits as part of a robust marketing strategy. It further signals the emergence of the online business model as a linchpin for success and a springboard for potential international expansion.

Date of Award	6 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)