Vypr品牌产品智能平台研究报告

About Vypr This approach is rooted in the principles ofSystem 1 thinking, a concept popularisedby Daniel Kahneman in his seminal work,Thinking, Fast and Slow1. System 1 representsthe brain’s quick, automatic decision-making process, which is responsible forapproximately95%of purchasing decisions. Vypr is a leading product intelligenceplatform designed to empower brandswith the insights needed to make informedproduct decisions at the right moments. Our platformleveragesa community of realconsumer voices across the world, providingour customers with direct access to real-time feedback. This unique capability allowsbrands to refine their strategies and developproducts that truly resonate with theirtarget audiences. By tapping into this cognitive function, Vyprenables brands to understand consumerbehaviours and attitudes with accuracyand speed. We go beyond traditional market researchby focusing on the immediate, intuitivereactions of consumers. Instead of lengthyquestionnaires, we engage our communitywith short, targeted questions that capturefast, instinctive responses. Methodology The findings in this report are based uponprimary research conducted throughoutApril 2026. The research apparatus used tocollate consumer feedback was a bespokesurvey application, available on smartphone. The application is device agnostic andallowed a nationally representativecommunity of real Australian consumersto provide answers to a broad range ofquestions. To deliver comprehensiveinsights, Vypr adopts a mixed-methodapproach, by integrating both qualitativeand quantitative research methodologies. Sample Size and Question Types We conducted surveys with a robust, national representative sampleof 200 consumers per steer. This sample size ensures the data isrepresentative of the broader population, allowing us to draw meaningfulconclusions across different demographics. Single and Multi-Answer Multiple Choice Questions These questions offered respondents a range of predefined options,enabling us to measure consumer preferences and behaviourswith precision. Free Text Responses Engaging a sample size of 50 consumers, this approach allowedrespondents to provide open-ended answers. These responses offer deep,personal insights into consumer thoughts and attitudes, capturing thenuances of their experiences. Pricing Questions Engaging a nationally representative sample of 200 consumers, thisapproach tests willingness to pay across a defined price range for a givenproduct. Based on the Gabor-Granger method, Respondents are shown aproduct image and asked the maximum they would pay, charting demandat different price points to identify the revenue-maximising price. The findings that follow draw on Vypr’sSystem 1 research methodology, whichcaptures fast, instinctive consumerresponses rather than deliberated opinion.Questions are presented non-sequentiallyand designed to replicate the conditionsof real purchasing decisions, reducingthe rationalisation and social desirabilitybias that typically distort traditionalself-report research. Rather than asking consumers to explaintheir behaviour after the fact, the approachcaptures the automatic responses thatgovern the majority of purchase decisions.Behavioural science frameworks are usedthroughout to contextualise and deepenthe data, providing a more accurate pictureof what drives consumer behaviour at shelfand on occasion. Contents 10FMCG11Consumer Sentiment, Spendingand Shopping Behaviour24Grocery Behaviour, PurchaseDrivers and Food Choices38Beverages: Coffee, Tea, Alcoholand Functional54Own Brand vs Branded69Ultra-Processed Foods, HealthClaims and GLP-1 84QSR and Fast Food85Value, Promotion and Price Tolerance99Food, Beverage and Ordering Behaviour112Health Perception, Transparencyand Packaging130Foodservice Under Pressure: HowConsumer Behaviour is Shifting 148Conclusion Key highlights 50% of Australians have voluntarily taken a drinking breakin the pastyear, and 42% plan to cut back further.Moderation intent runs acrossevery cohort from 25 upward, yet the 25-34 group sits at49%cut-backintention while remaining the highest on-premise audience, with29%naming pubs and bars as their primary purchase location. Among 25-34 year olds, health leads household foodplanning at 44%,yet price leads individual product decisions at57%. Consumers in thiscohort are applying a health filter at the planning stage and a price filter inthe aisle. Products that fail the health screen never reach theprice conversation. Fresh ingredients (37%) and grilled preparation (18%) are thedominant health signals in QSR,outperforming low calorie counts (11%),plant-based options (3%) and smaller portions (4%). Consumers are usingsensory heuristics to assess healthiness before any nutritional informationis read, with visible ingredient quality and preparation methods doingmore commercial work than the full suite of nutritional disclosure andreformulation investment combined. Loyalty programmes influence