Ricola

Using Jobs-To-Be-Done to define the global candy consumer and unlock new growth opportunities.

Client:  
Ricola

Category: 
FMCG

Scope:
Jobs to be Done

The Challenge:

Ricola, a leading herbal sweets brand with strong presence across Europe, the U.S., and fast-growing Asian markets, faced a foundational question: “Who is our consumer?”

A new research head discovered that much of the company’s insight work focused narrowly on product testing, idea testing, and concept evaluation — but offered little understanding of the people behind the purchase. The business needed a way to connect innovation, communications, and product development to a deeper understanding of consumer motivations.

The Approach

HarrisX led a global Jobs-To-Be-Done (JTBD) study to uncover the why behind candy consumption — the emotional and functional “jobs” that drive people to pick up a sweet.

Conducted “wall interviews” across key global markets to map out 17 core jobs that explain when and why consumers reach for candy.

Went beyond qualitative insight with a quantitative follow-up, sizing each job to measure its relative importance and commercial potential by region.

Identified “jobs of opportunity” — the high-value motivations that Ricola could own through innovation and brand storytelling.

The Results

These findings equip brands with a practical roadmap to turn intention into lasting behaviour change—making plant-based choices easier, more appealing, and more mainstream.

17 universal candy jobs

Identify 17 universal candy jobs, including moments of indulgence, relief, reward, connection, and nostalgia.

Size of the prize

Quantify the size of the prize for each “job” to prioritize brand investment and innovation pipelines.

Custom digital microsite

Embed insights company-wide through the HarrisX interactive insight microsite, fostering engagement, alignment, and real-time data access across teams.

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