Consumer Packaged Goods
Market intelligence that CPGs need to dominate the retail landscape
Facing rapidly changing consumer preferences, evolving retailer demands, and fierce competition for shelf space, CPGs need accurate, actionable insights that can inform go-to-market strategies in new and existing markets.
Hanover’s experience includes determining opportunities in niche market segments, positioning sustainable solutions, and evaluating emerging product categories. Our market research solutions provide a comprehensive understanding of consumer behavior, competitive dynamics, and retailer priorities — empowering you to optimize your product offering, enhance brand positioning, and build stronger retail partnerships.
How industry research helps consumer packaged goods manufacturers
Harness product innovation for growth
Overview
Getting a product on the right shelf is paramount. Give yourself a competitive advantage with product innovation insights so you can create products consumers will love, and retailers will put on their shelves.
How We Help
- Product Concept Testing
- New Product Launch Sales Volumetrics
- Product Feature and Price Optimization
- In-Home User Tests (IHUT)
- Package Testing
Drive repeat purchases in your category
Overview
As customer loyalty declines, understanding how consumers develop preferences is key to attracting and maintaining new customers. To win shopper loyalty and repeat business, you need in-depth insights into how they shop, where they shop, what they want, and how they make decisions.
How We Help
- Attitudes and Usage
- Shopper Journey Studies
- New, Lost, and Retained Shopper Insights
- Consumer Segmentation Analysis & Buyer Persona Development
Develop market-effective messaging strategies
Overview
Does your marketing resonate with customers and retailers? Getting products on shelves and in carts requires clear messaging that effectively communicates value. Get the insights you need to develop marketing and sales strategies that showcase the value of your brand and products.
How We Help
- Marketing/Media Mix Modeling
- Campaign Effectiveness Measurement
- Messaging and Communication Testing
Grow your brand in emerging and established markets
Overview
Is your brand portfolio optimized for growth? Uncover the ideal brand and portfolio optimization plays, identify the best growth opportunities for your brands, track portfolio performance, and stay ahead in a dynamic market.
How We Help
- Brand Awareness and Tracking
- Portfolio Optimization Analysis
- Global Market Studies
- Competitive Analysis
Increase distribution to key retail banners
Overview
How can you get your products in front of more customers? In an evolving and complex retail landscape, custom market insights will help you identify high-potential retailers, develop tailored strategies to secure shelf space, monitor replacement competitors, and capitalize on omnichannel growth.
How We Help
- Market Analysis
- Competitive Analysis
- Channel Analysis
- Shopper Journey Mapping
- Sales Battlecards
McCall Farms Turns Consumer Questions into Confident Brand Decisions
“No matter how familiar you are with the business, no one person’s instinct is going to be able to make the right decisions all of the time. You have to hear from your consumer to understand what they’re looking for and make sure that you’re meeting their needs, or they’re going to find a different company that is.”
— Brian Hodges, Brand Manager
Why Cloverdale Foods Company is Partnering with Hanover Research
“When I joined Cloverdale last year, I had to quickly establish baseline metrics in key markets for multiple brands, and Hanover’s Brand Tracker was an ideal solution.
The Brand Tracker platform turns data into simple visual stories, and makes it easy to communicate brand metrics with various stakeholders throughout my organization. It has helped to inform and validate key strategic decisions when married with additional insights and data from other sources. I look forward to doing a second wave in the future to see how our investments have moved the needle vs. our competition in key markets.”
– Leigh Milander, Vice President of Marketing
Sauer Brands Takes a Data-Based Approach to Drive Customer Loyalty and New Product Development
“We have launched three new brands and brand segments in the last year and Hanover has been there every step of the way for every single one of those brands in understanding how our consumers are going to use these products, when would they most use them, and what would they most use them on.”
– Shon Pagel, Director of Brand and Marketing, Sauer Brands
Why Nuun is Partnering with Hanover Research
“We partnered with Hanover on our brand tracker, and the insights gleaned have not only helped us navigate our consumer and their needs, but we’ve been able to clearly analyze and articulate our brand’s growth. The Hanover team was very flexible as our original plan evolved, and they have been an ongoing support system as we integrate the learnings into our everyday business decisions.”
– Leslie Rieder, Brand Manager