United Kingdom 
Italia 
Deutschland 
France 
España 
International 
Facts & figures
Global HQ: Estrella is part of Intersnack which has is headquarter in Düsseldorf, Germany
Founded: Intersnack is founded in 1968
Employees: 15K worldwide
Annual revenue (global): €4.5+ billion
Business challenge
Estrella, a Swedish leader in the savory snacks category and part of the Intersnack Group since 2014, is a well-established brand with exceptional consumer reach; over 70% of Swedish households purchase Estrella products.
To maintain its strong category leadership while driving overall category growth, Estrella needed to respond to shifting shopper dynamics, particularly around health, sustainability, and the demand for innovation. In response, Estrella developed a forward-looking category vision to secure future relevance and success.
Solution & research results
To shape a category vision anchored in the most promising growth drivers, Estrella used behavioral data from YouGov Shopper intelligence and Category management solutions, combined with point-of-sale and loyalty card data. Consumer panel and behavioral data revealed who buys what, when, where, and how much, allowing Estrella to uncover and quantify the key drivers of category performance. By analyzing loyalty and leakage patterns across category segments, brands and retailers, Estrella gained clear visibility into where it needed to defend its market position and where untapped growth opportunities existed.
By diving deeper into shopper basket value and composition, Estrella helped retail partners identify the most impactful shopping missions, unlock opportunities to drive conversion, optimize assortment, and deliver greater value to every trip.
These shopper insights formed the foundation for targeted strategies tailored to the unique characteristics and needs of distinct shopper segments. Aligning category tactics with these behavioral drivers, Estrella can activate category growth opportunities more effectively. YouGov data enables Estrella to forecast the potential value impact of each driver, ensuring that category initiatives are tightly aligned with brand objectives and long-term strategic goals.
Business outcome / impact
Behavioral data from YouGov Shopper intelligence enabled Estrella to uncover hidden value potential within the savory snacks category.
As the category leader, Estrella built its vision around the most promising growth drivers. Despite the category’s high penetration, the analysis revealed strong potential to increase purchase frequency by inspiring consumers to discover new consumption moments.
By grounding its strategy in behavioral data and focusing on targeted levers for category growth, Estrella reinforces its leadership position and continues to win shoppers at the shelf.
Growing the category and basing our strategies on strong insights is key for Estrella. Not just understanding what shoppers are buying but also who, where and how often they buy will make our plans and category partnerships much stronger. Today all retailers have strong data on their own shoppers but where we can add value through YouGov paneldata is looking at what their competitors are doing well to unlock the right growth drivers. There is always a risk in looking too much at your own performance and missing big things that are happening in the market.
We have also found panel data to be a strong tool in our category vision work for creating strong category drivers and for simulation of how the total category will grow based on how different metrics grow, which will impact which tactics we recommend.