Consumer Assessment on Nutritional Drink Market in Malaysia
Business Services, Consulting, Market Intelligence
Client: US Nutrition Market
The growth of the Client’s product line of nutritional drink for adults had enjoyed substantial growth among the in-patients in hospitals over the past years. The Client would like to explore and understand in-depth on current customers’ usage and attitude in outpatients settings, with the intentions to expand the market share on end consumer segment.
To fully understand the current nutritional drink management, prescription and recommendation patterns by healthcare workers
To identify the drivers for treatment and brand preferences
To gather perceptions of nutritional drinks currently in the market
Our Approach and Work:
In-depth interviews were conducted with dieticians, surgeons, internists and nurses from both public and private sectors, followed by interpretation of research findings.
Outcome and Business Impact:
We found that awareness on benefits of nutritional drinks among the end-users were still lacking. Subjected to different healthcare settings, different healthcare professionals will have different impact on end-users choice of nutritional drinks. These findings were translated into regional branding initiatives and sales strategies as part of Client’s KPI for year 2013.
, Market Intelligence