Although RTD coffee has notable popularity in certain parts of the world (famously in Japan), many coffee brands and roasters can be hesitant to enter this space, particularly if they’re unsure of where the consumer demand sits. To support their pitch, New Ground needed more than assumptions—they required actionable insights to demonstrate the revenue potential of RTD coffee and show established coffee brands how they could diversify into this space.
To demonstrate the untapped opportunity of the ready-to-drink (RTD) category of coffee, New Ground wanted to highlight the potential of these products to coffee roasters looking to expand their market segments. Understanding convenience is a key driver for consumers, as canned coffee still has to compete against what consumers are used to.
To strengthen their pitch, New Ground leveraged the Ideally insights platform. Their goals included:
1. Testing RTD product concepts:
Exploring which ready-to-drink coffee formats would resonate most with their target audience.
2. Evaluating brand extension potential:
Assessing how well non-RTD coffee brands could expand into the RTD category without compromising their existing brand identity or market positioning.
3. Measuring consumer interest:
Gathering insights on consumer preferences, purchase intent, and demand for different RTD coffee options.
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By making use of Ideally’s Ideas Test for desire and distinctiveness, New Ground quickly collected feedback from relevant consumer segments.
The results helped them refine their pitch, pinpointing which product attributes—such as packaging and flavour profiles, would attract new customers most effectively.
The insights gathered played a critical role in validating the opportunity within the RTD coffee market. Consumers showed interest in RTD coffee products, particularly those with unique flavours and distinct design.
Existing coffee brands held significant potential to successfully launch RTD products without undermining their core brand identity. And, the insights provided New Ground with robust evidence to support their pitch to potential OEM (Original Equipment Manufacturer) partners, demonstrating the scalability and profitability of introducing RTD coffee lines.
Armed with Ideally’s insights, New Ground was able to make data-backed decisions and confidently pitch to coffee roasters and beverage brands. The findings allowed New Ground to demonstrate the potential of the RTD category, securing new OEM partnerships and expanding their product portfolio to capture a share of the growing RTD market.Ideally’s platform empowered New Ground to unlock new market opportunities with confidence.
Through consumer insights and data validation, they were able to present compelling evidence to potential partners, driving collaboration and business growth in New Zealand’s competitive coffee sector and beyond.
In a market where consumer expectations shift rapidly, Danone Nutricia sought a solution that could keep pace with its drive for innovation without compromising quality or stretching budgets.
When you’re constantly launching new products in a competitive market, having access to fast, actionable insights isn’t just a convenience – it’s a necessity.
