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Identifying trends and opportunities in the fermented F&B space
A leading global beverage company sought to explore emerging opportunities in the fermented food and beverage market. The objective was to uncover regional and cultural nuances shaping consumer preferences, identify growth areas, and inform product innovation strategies for the next wave of fermented offerings.
AI-driven analysis of fermented F&B trends across markets
Quilt.AI conducted a multi-layered analysis of over 5,000 social media posts, 2 million search queries, and online articles across China, Japan, Nordic regions, Latin America, and West Africa. Using clustering algorithms and qualitative digital ethnography, the study identified seven core opportunity spaces, highlighting emerging trends, cultural preferences, and growth trajectories within each market.
Tapping into cultural and functional opportunities
The insights enabled the client to align its product innovation and marketing strategies with regional consumer values. By addressing the desire for health-conscious, premium, and culturally authentic offerings, the company is poised to expand its footprint in the competitive fermented F&B market.
Emerging themes shaping fermented F&B preferences
Our analysis revealed three key trends driving consumer interest across regions:
Leverage Quilt.AI’s expertise to decode market trends and consumer behaviors. Contact us today to uncover actionable insights that drive innovation and growth in your category.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
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