SpirulinaNord

Target Market Research Across Netherlands, Poland & Lithuania

Client’s Objectives

SpirulinaNord produces spirulina-based nutritional supplements and sought to expand into three new European markets – the Netherlands, Poland, and Lithuania. Before committing marketing and product investment, the client needed to understand consumer demand, spirulina awareness, and the most viable product format and positioning for market entry.

Challenge

Entering three distinct markets simultaneously meant facing real uncertainty around purchasing habits, price sensitivity, and brand awareness – all of which could vary significantly by country. Spirulina remained a niche category with limited recognition compared to mainstream supplements, creating risk of misjudging demand or product-market fit without solid data to guide the decision.

Our Solution

Marketing Angels designed and executed a structured quantitative research study across all three target markets, surveying women aged 25–65 (SpirulinaNord’s core demographic).

The research measured supplement purchasing habits and spend, key purchase decision factors, spirulina awareness and usage, and preferred product format, giving SpirulinaNord a clear, data-backed view of each market’s readiness and specific needs.

Results

The study delivered a clear, comparative picture of consumer behaviour across Poland, Lithuania, and the Netherlands covering purchase frequency, spend patterns, decision drivers, and spirulina-specific awareness.

A few headline figures:

1. Quality and composition emerged as the top purchase driver in all three markets, consistently outweighing price and brand trust in consumer decision-making.

2. Spirulina awareness varied sharply by market – with the Netherlands showing meaningfully lower familiarity than Poland or Lithuania, pointing to different entry strategies needed per country.

4. Most respondents in all markets spend under €20/month on supplements, indicating a price-sensitive segment that favours accessible entry-level products.

Key Conclusions

Education must precede sales. With spirulina still unfamiliar to a large share of consumers, go-to-market efforts should prioritise awareness-building before driving conversion, particularly in lower-awareness markets.

Brand trust-building is essential for a new entrant. As an unfamiliar brand entering markets with established supplement players, sustained investment in credibility will be key to gaining traction.