Category Assessment Amidst a Pandemic

How Lantmännen Unibake UK revised their fresh pastry offering due to Covid-19

“The Covid-19 pandemic and nationwide lockdown in the UK, significantly impacted the shopping behaviour of many consumers, for whom a fresh, sweet pastry was a habit. We wanted to quickly identify the attitude towards purchasing of such pastries and draw comparisons between the pre-, during- and post-lockdown times. Thanks to Opeepl’s agility in setting up and launching the survey, not only did we receive the results within a few hours but we were also able to make informed recommendations to our retail partners.”

Paulina Górska
Marketing Manager
Lantmännen Unibake UK

The challenge: Covid-19 changed the playing field

Lantmännen Unibake UK supplies the fresh, sweet pastry market in UK supermarkets and gas stations. The Covid-19 pandemic, resulting in a nationwide lockdown introduced by the UK government, posed a serious challenge to their current offering of mainly self-serve, single pastries.Therefore, they initiated an assessment of the category to help the retail partners adjust their offering.
Spending expectation: Furniture & Décor*
*Data from our insights report Consumer Outlook in a Corona Reality

Market profiling

For this case we used an assess, adjust and validate model to approach Lantmännen's challenges. This approach enables you to re-launch a product fast in e.g. rapidly changed market situations like the lockdown market Lantmännen suddenly found themselves in. This model can be used whether in a single market or across multiple countries.

Assess your market(s)
The initial assessment estimates your current market potential and help you identify new opportunities as well as disclose potential pitfalls.

Adjust your offering
Next you adjust your product/service, develop new products & services and/or organize alternative distribution channels, depending on the results of the initial assessment.

Validate your offering
Finally, we test your new product/service to validate the potential. You can then select and launch the winners and thus optimize your marketing spend and ROMI.

Assessing consumer change

Firstly, Lantmännen Unibake UK assessed the market and changes in attitudes toward fresh, sweet pastry singles. Significant behavior and attitude shifts were identified, driven mainly by consumers changing their shopping habits.
Behavioral changes since corona lockdown
Preferred adjustment to product offering

Adjusting the product offer

Based on the consumer evaluation of a number of solutions to address the identified changes in attitudes and behaviors, Lantmännen Unibake UK were in a position to advise their retail partners on the adjustments to the product offering, to be applied under Covid-19 lockdown situation.

Validating

In addition, thanks to the direct consumer feedback, Lantmännen Unibake UK could then validate how each adjusted offering performed when presented to the target audience. This provided the desired confidence in selecting the new offering to be recommended for launch in the market.
Preference current vs new product offering

A quick response to urgent challenges enabled Lantmännen's agility

Within 3 days, Lantmännen Unibake UK were able to assess the category, test product adjustments and validate the best offer given the new market situation. The rapid process was pivotal in building decision insights for Lantmännen Unibake UK´s urgent during and post lockdown relaunch.