New Norm Foods Partnered with ThinkSurvey for Market Validation of Plant-Based Products
An overview
New Norm Foods is a forward-looking venture committed to reimagining everyday food with plant-based and plant-forward alternatives. Recognizing the rising global shift toward sustainable diets, they set out to create a new standard in dairy consumption—offering plant-based milk and milk-derived products that appeal not only to health-conscious consumers but also to those seeking ethical, eco-friendly choices.
The Challenge
Launching an innovative product in a nascent market segment requires more than passion—it requires validation. For New Norm Foods, the biggest challenge was ensuring their concept aligned with consumer expectations and that demand truly existed. They approached ThinkSurvey with the objective to:
- Validate consumer interest in plant-based milk and dairy alternatives
- Identify early adopters and their demographic profiles
- Understand consumer barriers to switching from traditional dairy
- Test pricing sensitivity and willingness to pay for sustainable options
- Confirm whether their product concept was market-ready
ThinkSurvey in Action – Real Data from Real People
While New Norm Foods had already designed their questionnaire, they relied on ThinkSurvey’s specialized data collection expertise to secure accurate, high-quality, and representative insights from across India. Our role included:
- Requirement Alignment – Coordinated with New Norm Foods to finalize sampling strategy, panel reach, and filterations for market validation.
- Survey Deployment – Leveraged ThinkSurvey’s proprietary audience panel to reach tier 1 cities, ensuring diversity in demographics, dietary habits, and purchasing behavior.
- Targeted Outreach – Stratified data collection to capture responses from health-conscious consumers, urban professionals, students, and families.
- Reliable Data Delivery – Provided a cleaned and structured dataset, ensuring credibility for New Norm Foods’ internal analytics and decision-making.
Outcome & Impact
Enabled by the market insights from ThinkSurvey’s data, New Norm Foods was able to:
- Validate the demand for plant-based milk and related products in urban India
- Identify consumer segments most open to sustainable food choices
- Confirm pricing and product positioning aligned with consumer expectations
- Gain confidence to move ahead with their concept testing and final decisions
Using the insights, New Norm Foods took a bold step—launching their own café concept where plant-based milk and its variants became the highlight. This real-world testbed not only validated their assumptions but also created a direct consumer connect, reinforcing their brand as a pioneer in the plant-forward movement.
Why This Research Approach from ThinkSurvey Worked for New Norm Foods
- Market Validation – Real, first-hand data confirmed the concept’s viability
- Risk Mitigation – Reduced uncertainty in a niche but growing category
- Consumer Understanding – Identified who would buy, why they would buy, and at what price point
- Business Confidence – Enabled New Norm Foods to move from idea to launch with measurable insights
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Data Collection
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Quantitative Analysis
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Final Closure
Time to bring everybody on board, discuss the findings, and take actions
“Data captured from ThinkSurvey’s audience panel was relevant to my business objectives. Fair pricing and constant support is what I liked the most about the team.”
— Rashmit Arora, Co-Founder, New Norm Foods
