Palm Tree Holdings - Consumer Behavior Study of Jihefang Snack Food Brand
Company overview
Jihefang is a locally distinctive food brand developed under Palm Tree Holdings (Suzhou) Co., Ltd., with its core ingredient being the Suzhou specialty lotus seed (also known as Su Chuan). The brand aims to re-interpret traditional, health-oriented ingredients through modern food processing techniques and contemporary consumer values. Integrating in-house R&D, factory partnerships, direct sales channels, and innovative marketing strategies, Jihefang has established a green food supply chain spanning from raw material cultivation to product development and end-to-end retail distribution. Positioned on the values of 'health, natural, and fresh,' Jihefang targets modern urban consumers, offering premium-quality snack food options that enhance the modern value of Suzhou traditional ingredients while building a locally rooted brand with regional cultural significance
Research background
In today's consumer market, dietary preferences are trending toward personalization, diversity, and health consciousness. Although lotus seed has a strong reputation as a traditional health tonic, its market acceptance, consumption scenarios, and flavor adaptability within the snack food sector remain underserved by systematic consumer research. To ensure that Jihefang's product line aligns more closely with market demands in terms of flavor development, taste profiles, packaging strategies, and pricing, Palm Tree Holdings seeks to conduct scientific consumer research to precisely understand the behavioral patterns and latent needs of its core consumer group. This will enhance product-market fit and strengthen brand awareness and promotional effectiveness
Research scope
In June 2014, CEIDEA Research was commissioned by Palm Tree Holdings (Suzhou) Co., Ltd. to conduct a specialized consumer study on the market potential of Jihefang's product line across the Yangtze River Delta region. The study combined quantitative questionnaires and qualitative focus group interviews, focusing on consumers' dietary habits, taste preferences (such as sweetness-to-saltiness balance, softness and chewiness), health-related concerns (such as low sugar, no additives, and preservative control), packaging convenience, brand recognition, and price acceptance. The sample included urban residents across various age groups, income levels, and lifestyles, with particular emphasis on identifying the target audience's level of acceptance and innovation expectations for lotus seed-based snack foods
Expected outcomes
This study is expected to provide Palm Tree Holdings with a comprehensive consumer profile of target consumers' dietary behaviors, clearly identifying market demand foundations for Jihefang in areas such as taste innovation, packaging upgrades, functional messaging, and pricing strategies. The findings will offer quantifiable support for future product development and iterative improvements. Additionally, the research outcomes will guide the brand's key marketing focus, channel strategy, and promotional messaging in the Yangtze River Delta market, enabling Jihefang to successfully transition from a regional specialty product to a mainstream urban snack food product
Scan to add our research consultant