CASE STUDY

Saudi Arabia contributes to around 10% of the global canned seafood market with a value reaching US$ 400 Million in 2021. Goody Co. spearheads the category in KSA with Goody and Treva brands differently positioned in two consumer segments, Quality Seekers, and Value Hunters.

Goody brand claiming a 25.7% value share, is the undisputed leader in canned seafood offering a wide variety of tuna products along with a recently launched range of salmon. At the same time, the growth trajectory is witnessed to be incredibly sluggish with only 1% in the past three years. Despite of the leadership, the brand is sighting stagnancy and diluted differentiation. The challenge is discovering what could be the next product idea in the seafood category that will create breakthrough for Goody Brand to make a leap and be more differentiated?

GOODY GOODY GOODY GOODY TUNA Tenderina GODDY CORE WITH MILAT TUNA MEALS SALMON SPICY THAI QUINOA ugali ANERO 40 abis GOODY LIGHT MEAT TUNA