IDENTIFYING KEY TRIGGERS FOR LAPSING IN THE INSTANT NOODLES CATEGORY

• Worked closely with Brand & Strategy team to better understand consumption and place of instant noodles relative to center of plate in the household.
• Conducted a detailed quantitative study to assess awareness of brands, consumption, average spends on category and brands/products, relevant TG, attributes considered for choosing brand and product, frequency of use and key triggers causing lapsing in households.
• Identified key attributes / mix elements which can extend longevity of category usage in households.