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Monster Energy

Consumer Research – Online survey to understand customer behaviour & motivations

“S2 quickly identified and understood the scope of the project, the aims, objectives and the outputs needed by both CCEP & Monster. S2 were in regular contact with both Monster & CCEP to ensure that the project was being refined to meet the end goal and also to keep us informed on the progress, every step of the way.

The quality of the outputs (the facts & insights) were excellent and to date, this piece of research is now shaping Monster’s with food strategy, not just in GB but also with the wider EMEA business. I would happily work with S2 in the future as they have provided an excellent service that was value for money, on time in full.” 

Ganesh Jillah, Business Development Manager, Monster GB.

The Brief

Coca-Cola European Partners, (CCEP) wanted to commission a research project to explore the pairing of Monster Energy and various new flavour variants (e.g. lemonade, tropical flavours, exotic and mango etc.) with food to explore and develop new food category occasion opportunities for the business.

 

S2 was asked to undertake consumer research amongst a defined group of energy drinkers to understand the occasions and motivations around purchasing an energy drink across different channels and environments. This research also needed to explore perceived barriers to purchasing energy drinks with food.

Output

S2 conducted market research through an in-depth online survey of 1,000 respondents spanning a broad spectrum of socio-demographic, lifestyle and behavioural characteristics within the UK population. The 15 min questionnaire explored questions around energy drink consumption, environment, brand preferences, current behaviour and motivations for either consuming or not consuming energy drinks with food.

Result

S2’s research analysis and output provided CCEP with key insights into current energy drinkers and their motivations to purchase, the perceived barriers to consuming energy drinks with food and the identification of new opportunities and occasions to drive energy drink sales when combined with food across a range of different environments.