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Business challenge
To build their 2026 marketing plan for each of their brands in Belgium, Storck needed a clear understanding of how each brand performs throughout the consumer journey. Are consumers aware of the brands? Are they top of mind? Have they tried them before? And more importantly: where are the biggest opportunities to grow?
How we made the difference
To answer these questions, we developed tailored brand funnel surveys for each of Storck’s confectionery categories. By comparing each brand to relevant competitors, we provided a clear view on awareness, purchase behaviour, and future consideration. We also explored the typical moments and motivations behind buying decisions—helping uncover when and why consumers reach for these treats in everyday life.
What we learned
Each brand holds a unique position in the minds—and routines—of Belgian consumers. Some enjoy strong recognition and broad reach, while others are appreciated by a loyal base and offer untapped potential with new audiences.
We also uncovered the everyday moments that matter most. From spontaneous snacks to thoughtful gifts, our research revealed when, why, and how Belgian consumers reach for these sweet treats — and understanding those moments is key to staying relevant.
How we added value
By mapping how each brand performs across the funnel — from awareness to recent and future purchase — we helped Storck pinpoint where to focus marketing efforts in 2026.
This included identifying opportunities to increase relevance in key moments, grow visibility, and support repeat purchases.
The findings now serve as a strong foundation for Storck to further develop their own brand strategies, backed by consumer insights and competitor benchmarks.
Next steps
The Storck team is using these insights to fine-tune their plans for 2026—strengthening brand messaging, aligning with consumer moments, and identifying growth opportunities across the Belgian market. With a better understanding of what drives awareness, trial, and loyalty, they’re ready to take the next steps toward meaningful brand growth.
