Research and Packaging
Here&Now365 led a strategic research project to decode consumer behaviours around edible oil consumption, from kitchen habits to brand awareness, competitor perception, and how Pura is positioned within the category.
Research Approach
We conducted focus group discussions across key UK cities with Indian and Pakistani primary grocery shoppers. The study unpacked how cooking oils are chosen, what drives loyalty, and how cultural habits shape purchase behaviour. We also tested packaging concepts to assess clarity, appeal, and shelf impact, ensuring designs reflected real consumer needs.
Results
Uncovered key motivators and barriers in oil purchasing and highlighted opportunities for Pura to better align with cultural preferences and evolving cooking habits. Insights from pack testing shaped the design direction, leading us to spearhead a packaging redesign that delivers a refreshed, culturally resonant look with stronger shelf presence.