How Kiwi Quinoa is increasing their shelf exposure
“The Appetise data has been invaluable at helping us pitch our product to our Category Manager, with definitive numbers around use case and potential increased sales. This will continue to be information that we sought monthly to help widen our exposure on the shelf of retailers.”
Jacqui CottrellDirector Kiwi Quinoa
TLDR
- Being a relatively new product, retailer and consumer awareness & understanding about quinoa is a little low.
- Kiwi Quinoa harvested their first crop in 2016. They are now focusing on sales of their x2 key SKUs (white and red quinoa) into the New Zealand grocery channel.
- The team have used our Appetise Insights to uncover who their shopper really is and to drive incremental category growth.
Introduction
Quinoa was known as the “Mother Grain” by the Incas and has been consumed for thousands of years. Native to South America, the grain is gluten-free, packed with nutrients, and is quick to prepare. Popularity went through the roof around 2006, when restaurants began featuring this ancient grain on their menus. Kiwi Quinoa began when kiwis Dan and Jacqui travelled through South America, noting the quinoa-growing regions of Peru are quite similar to their home in Rangitikei, New Zealand. They harvested their first crop in 2016, and their quinoa is now grown in both the North and South Islands of New Zealand.
Early business success for Dan & Jacqui came from selling bulk quinoa into the food service channel. They are now focusing on sales of their x2 key SKUs (white and red quinoa) into the New Zealand grocery channel.
The Challenge
Being a relatively new product to gain popularity, retailer and consumer awareness & understanding about quinoa is a little low.
Research from 2022 showed only ~60% of consumers are aware of quinoa and only ~45% had tried the grain. Consumption frequency can be sporadic, with the majority of consumers only trying white quinoa.
Business Goals
1. Offer the best range of quality quinoa products.
