MOWI commissioned OnePoll to conduct some research regarding potential new product launches, more specifically, for a new ‘fish-based starter pot’. The motivation behind the research was to pick up consumer attitudes and opinions to this product. They wanted to understand which flavours people found most appealing, as well as how much people would be willing to pay for this type of product.
As the product was to be launched in specific UK supermarkets, we ensured to screen based on frequency of respondents shopping at these supermarkets. We also ensured they were fish eaters, and more specifically, ate these styles of fish product. The research project was carried out in February 2022.
Some of the specific varieties of the new fish-based starter pot included salmon & dill, salmon & avocado, salmon mousse starter with prosecco & orange jelly and various others. Generally, the options were split into group 1 (salmon with one other product) and group 2 (salmon with more complex flavours/products). Images were provided as concept ideas of what the product might look like.
Overall, the response to the different flavours/options was positive, with at least over half saying the respective flavour was ‘appealing’ (apart from the salmon mousse starter with kir royale jelly). The maximum price that respondents would be willing to pay for a fish-based starter pot (for 2) didn’t differ much between group 1 and 2 – £3.80 and £3.92 respectively.
The most appealing style of flavour for a potential fish-based starter pot was a ‘fruit’ flavour, with 39% choosing this option. We also asked respondents to state which are the most likely occasions in which they might choose to buy this kind of product. A starter/appetizer for before a Christmas dinner meal came out on top, with 69% saying they would be likely to buy it for this occasion.
Excel tables were sent to the client with the data so they could guide which flavours would be most beneficial to move forward with.