The Challenge:

Today’s consumers—especially women—are increasingly health-conscious and inclined toward healthier lifestyles. This shift has driven a growing preference for products of natural origin, positioning herbal tea as a promising category.
However, the segment faces several challenges: fragmented consumer perceptions, a brand image often associated with being outdated, and the absence of a strong category leader capable of shaping trends.

In this context, Cozy and Tetra Pak commissioned an in-depth study to explore consumer motivations, expectations, and existing barriers. The objective was to guide the development of herbal tea products that better align with modern consumers’ needs, aesthetics, and contemporary lifestyles.

The Approach:

– Defining the research audience: The Window recruited female participants aged 25–29 and 30–40 who actively care about health and beauty, enabling a comparison of needs and priorities across different life stages.

– Combining quantitative and qualitative methods: Quantitative screening was used to ensure the right participants were selected, followed by focus group discussions to explore perceptions, emotions, and herbal tea consumption behaviors in depth.

– Exploring behaviors and attitudes holistically: The study examined health-care routines, motivations for choosing—or avoiding—herbal tea, and comparisons with alternative beverage options.

– Applying the “Herbal Tea Planet” projective technique: Participants were invited to imagine a world where herbal tea is the primary beverage, revealing latent expectations, desired benefits, and the idealized image of herbal tea products.

– Testing the Cozy concept: Product appeal was evaluated across taste, benefits, visual identity, and packaging to identify key drivers of attraction as well as areas for improvement. 

– Identifying high-potential segments: The research highlighted consumer groups seeking solutions that combine health and beauty benefits, and who are willing to pay for modern, convenient products with clear functional value.

The Outcome:

The research showed that Vietnamese women aged 25–40 view “inner health and outer beauty” as a key criterion when choosing products. Herbal tea holds strong potential by delivering both wellness and beauty benefits, combined with a pleasant taste and everyday convenience.

To fully unlock this opportunity, the category needs to be “refreshed” through innovative ingredients and flavors with clear functional benefits, alongside modern, distinctive packaging design. These insights formed the foundation for Cozy and Tetra Pak to position Cozy as a contemporary and differentiated herbal tea line.