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Understanding consumer requirements and practices

Understanding the requirements and practices of our consumers is crucial and that's why we strive to fulfil their needs by carrying out many different studies, which enable us to launch products that are adapted to specific local customs, or by getting them actively involved in the design process of our products so that we can provide a better response to their expectations in terms of design, taste, ease of use etc.

  150 studies carried out each year in 30 countries


  Adaptation to specific features of local markets

Japan - a different kind of linen care

In Japan, the restricted dimensions of houses and the small amount of space available for ironing mean that we need to offer compact and manageable products for Japanese households.
This has led to the launch of FreeMove, the cordless and powerful iron!

Thailand - products that are easier to clean

In Thailand, most homes don't have a sink and products are cleaned outside using a hosepipe in a basin, which is why they need small electrical appliances that are easy to clean.

  Getting our consumers actively involved in the design process 

Krups & Nescafé Dolce Gusto, colourful coffee

Nescafé Dolce Gusto and Krups have joined forces in 2014 for a unique initiative - the launch of a competition aiming to reinvent the look of the new Melody machine "with panache and originality".  Through a dedicated Facebook page, web users got the chance to personalise the Melody 3 coffee machine and vote for their favourite creations.


Launched in 19 countries in Europe and open to everyone, this competition has been hugely successful in terms of participation and involving the community of fans and internet users:

   More than 10,000 designs received,
   246,000 votes, 128,000 visits and 500,000 fans!

* The Melody model voted by internet users and sold under the KRUPS brand

In order to launch relevant and adapted products, we get consumers involved in the development of some of our new concepts by inviting them to test so that we can obtain their reactions on design, ergonomics, prices or even plans for advertising campaigns.

In addition, when the introduction of an innovation is imminent, we hand out test products to a targeted panel of consumers to use on a regular basis, so that we can make the final adjustments in terms of quality, performance and marketing messages.