The client challenge

An Australian company passed down from generation-to-generation, built on dairy farming, sought to launch a superior Australian-made infant formula product. While the client recognised that the market for infant formula was increasingly saturated, they felt there was a gap in the market that would allow them to go head-to-head and disrupt a category traditionally dominated by big brands.

Project Objectives

  • Profile the various shopper segments in the category
  • Understand purchase motivations and valued features
  • Gain insights to inform concept testing
  • Build a strong pitch to secure ranging at a major retailer


  • Online panel with a sample size of 906 respondents over 2 surveys
  • Targeting recent shoppers of infant formula

Time frame


Prepare Research


Distribution to Panel Audience


Survey Response Capture


Analysing Results


Prepare Report & Insights

Glow solution

To probe the minds of shoppers in the infant formula category, a survey was created utilising Glow’s database of insightful questions in order to capture the relevant insights and packaged into a sales pitch presentation.


  • Used the findings to build the brand story for consumers
  • Input into development of packaging for testing to reflect the strongest USPs
  • Supported a compelling pitch to secure ranging with the retailer


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