The rise of healthy drinks in Latin America. We explored the lemonade market, from homemade to industrialized, to understand consumption drivers and market opportunities.

What did we do? We conducted ethnographies, non-traditional surveys and co-labs with consumers in unconventional outlets to identify preferences, lifestyles and consumption behaviors.

Result: We discovered a niche market for the commercialization of lemonade and provided our client with a communication and new product development strategy.

Markets: Argentina, Brazil, Chile, Colombia