Challenge
Culture has started to catch up, but menopause nutrition remains a major and largely untapped opportunity for food.
Over 13 million women in the UK are currently in perimenopause or menopause, navigating a life stage that has historically been under-researched, under-taught to healthcare professionals and shrouded in stigma.
We ran a pilot with a global food manufacturer to explore what role food could credibly play in their nutritional needs and where a food business could find real ways to grow. This was an opportunity to create a new occasion-based segmentation for true speed to impact: Living Growth Spaces.
Approach
Living Growth Spaces
Built to keep moving
Traditional growth frameworks are too slow to build and too static to reflect a rapidly changing consumer and cultural landscape. Our AI-first approach provides a robust multi-layered evidence model by triangulating data sources across consumer, expert, culture and category, in days not months, freeing up time to focus on actionability and impact. And because we can sweep for new signals repeatedly, this creates a living growth system allowing you to adjust strategy as the market does, keeping you ahead.
Mapped around real occasions
Using our virtual strategist, Skyler, we mapped where, when, how and why women at this life stage reach for food. Seven distinct growth spaces emerged, each sized and evidenced, revealing gaps where brands could create new opportunities across innovation, comms, positioning and trade marketing.
New signals from the next sweep
SEGMENT GROWTH
14% to 17%
A later automated ‘sweep’ of data signals by Skyler detected enough new evidence to increase the estimated size of one occasion segment.
New signal
Competitor entry
It identified a new entrant in the market.
Growing signal
Meal-prep culture
It also found growing TikTok interest in menopause-focused meal prep content.
Actionable output
An evolving growth map
Interactive strategic playbooks translated the segments through the lens of different teams, showing where to innovate, how to position products and which retail channels to prioritise.
Impact
AN EMBEDDED DECISION GUIDANCE SYSTEM EMPOWERING MULTIPLE TEAMS
A high-impact living system of strategic intelligence that enables different teams to make better decisions at the pace the market demands, across innovation, positioning and beyond.
The team can access richly defined growth demand spaces that can evolve with meaningful external signals, allowing our client to flex their strategy and JTBDs to stay ahead.