Wouw Food Market Analysis uses a bottom-up approach to estimate the market size of food ingredients. The model uses input data on retail products, selected ingredients, and their functionality and formulation rates. This allows the company to estimate the current and future market size for specific ingredients, identify their maximum potential volume, and set directions for future growth by application area or geography.

1. Food Ingredient Market Sizing: the Bottom-up Approach
WHO: Wouw Food Market Analysis is a market research consultancy HOW: The model makes use of different input data
focused on the food, drinks and the food ingredient industry. With a
technical background and more than 20 years of experience in food Retail product:
ingredient market research, Wouw Food Market Analysis specializes in • Market volume
• Volume growth
using a bottom-up approach to accurately estimate the market size for • Formulation
any value-added food ingredient. • Company shares
• Brand shares
WHAT: The market volume for food ingredients, especially for new Selected Ingredient:
products/applications, is often hard to define. Wouw Food Market • Functionality
Analysis has developed a proven tool to estimate the size of that • Formulation rate
opportunity. For new ingredients and/or new product-market • Penetration
• Penetration growth
combinations this method is based on the ingredient’s functionality in
consumer food & drink products.
10 WHY:
Ingredient market volume
• Estimate of current /future market size for a specific ingredient
8 • Estimate of maximum market volume potential
max. Potential • Estimate of volume / market share by application area
6 volume •
(tons)
Identification of potential customers
volume • Set direction for future growth, identification white space in
4 competition geography or application
company volume • Estimate market potential for new ingredient based on functionality
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2013 2018