San Francisco’s Happy Goat Caramel has developed a dedicated following of “foodies who care” by making artisanal caramels with milk from responsibly raised goats. After 3 years of rave reviews in national media including the Today Show, Good Morning America, and Food & Wine Magazine, Happy Goat is looking to take their business to the next level. This little company turned to SurveyMonkey Audience in order to refine their product configuration, pricing, and retail strategy as they grow to become a national brand.
Happy Goat surveyed nearly 300 consumers with household incomes of more than $50,000 and asked them where they buy premium candy, what they look for when making candy purchases, and how much they usually spend.
Happy Goat learned a lot about exactly what customers were looking for:
- “Taste” and “quality” were ranked as a top priority nearly twice as often as “value” and “convenience,” suggesting that consumers are willing to pay more for unique and high quality products. This trend was even stronger for frequent buyers of premium candy.
- 33% of respondents said it was moderately important or very important for premium candy to be “natural” while only 18.8% said it was so important for candy to be “organic”.
- 76.6% of respondents said they buy premium candy at grocery stores. That’s more than double the number who said they purchased premium candy from any other retail channel.
Happy Goat also received detailed data about what consumers would expect to pay for each Happy Goat product. This data will help them make tricky decisions about everything from pricing and packaging to how many caramels to put in a box.
What stood out in the results of the survey is that goat milk caramel is a subject that really gets respondents’ goat. 36% of respondents volunteered feedback in an optional comment box at the end of the survey.
These comments mentioned the “goatiness” of Happy Goat’s brand more than any other topic. While the comments ranged from goat milk afficianados (including one comment from a commercial goat farmer) to passionate anti-goaters, it showed that the concept of goat milk caramel caught consumers’ attention. All of that is good news for a little company that’s looking to stand out on the shelf.
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