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Food and Beverage

Recessions come and recessions go, but there is one sector that is almost recession proof: Food and drink.

Food and drink is a market abounding with opportunities and if, like us, you have the appetite for it, there are no limits to what can be achieved. As a market under great pressure, the food and drink sector is driven by the supermarkets and large grocery stores that continue to innovate, improve efficiency, and drive down costs.

Like all business-to-business markets, the sector has a complex value chain with a wide range of diverse companies operating between ‘farm and fork’, so it is vital you work with the right market research company.
 
Insight Survey’s Market Research services help food and beverage companies understand consumer preferences, identify emerging trends, and benchmark against competitors. It provides insights into taste preferences, packaging expectations, price sensitivities, and purchasing habits.
 
By segmenting audiences and tracking demand shifts, companies can develop more targeted products, refine marketing strategies, and optimise distribution channels. Ultimately, market research reduces risk, supports innovation, and ensures that brands stay relevant and competitive in a dynamic market.
We have conducted research among the following key industry stakeholders:
  • Private restaurants
  • Franchised quick service and casual dining restaurants
  • Take-Aways (non-franchised)
  • Nightclubs and bars
  • Boutique hotels
  • Bed & Breakfast
  • Butcheries
  • Forecourt convenience stores

Case Study:

Customer Needs & Opportunities in the Catering Industry

Insight Survey partnered with a local catering company to identify customer needs, purchasing behaviours, and market opportunities, enabling it to expand into the food service sector and achieve significant growth.

Business Challenge

  • We were approached by a medium-sized catering company based in Johannesburg who were wanting to expand into the ever-growing pool of food service establishments and private restaurants.
  • In order to effectively target and communicate with these groups of purchasers they required us to conduct a B2B research study that would help them understand the customer situation, catering equipment needs and opportunities, as well as the purchase decision-making process among the target market groups.

Research Methods

  • We conducted telephonic surveys among owners and/or managers of food service establishments that had a commercial level kitchen.
  • We sourced the relevant databases and interviewed potential customers.
  • We conducted a comprehensive competitor analysis through secondary desk research.

Impact

We delivered an insightful quantitative report to our client that helped them to develop a marketing strategy to expand into the new market segment, as well as manufacture and supply products based on customer needs. They have since emerged as key suppliers to the new market sectors and have doubled in size and revenue.

Case Study:

Out-of-Home Coffee Insights Drives Expansion

Insight Survey conducted extensive primary and secondary market research for one of South Africa’s biggest soft drink manufacturers. The goal was to expand their share of the out-of-home Coffee space locally, by leveraging in-depth insights and data.

Business Challenge

The Client aimed to expand its penetration in the South African out-of-home (OOH) coffee market across key channels: At-work, Forecourts, and Hospitality. Despite the rapid growth of coffee consumption outside the home, the client lacked detailed insight into consumer preferences, pricing models, competitor strategies, and equipment partnerships that could inform product and service positioning.

Research Methodology

The research was conducted in two phases.

Phase 1 – Pricing & Competitor Analysis:

  • Analysed pricing across various OOH environments: hospitality, restaurants, sports venues, and corporate spaces
  • Mapped major players: Product formats, equipment rental vs. purchase trends, typical cup sizes, and profit-sharing models
  • Identified global and South African coffee consumption trends

Phase 2 – Quantitative Interviews:

  • Conducted interviews with key decision makers across four channels: Hospitality, At-work Corporates, At-work Coffee Providers, and Forecourt outlets
  • Explored key decision drivers in choosing OOH coffee providers, satisfaction ratings, rental contract terms, and cost structures
  • Investigated perceptions of value, brand loyalty, margins per cup, and motivations to switch suppliers

Impact

The client gained a granular understanding of the pricing, competitive positioning, and purchase behaviour in the South African OOH coffee market. These insights enabled the company to identify service and product innovation opportunities and tailor its market entry and expansion strategy more effectively within hospitality, workplace, and fuel station environments.

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If the inquiry is more urgent, please call 021 045 0202 (Cape Town) or 010 140 5756 (Johannesburg).