Mar 10, 2025
Conducting Ethnographic Observations, In-Home Interviews, and Central Location Tests to Understand Consumers and Chefs
Understanding the Egyptian Market for Seasonings & Condiments
As retail market research specialists, we partnered with a global consulting firm, partnered with the leading Japanese producer of condiments and MSG to explore the Middle Eastern market—specifically Egypt. The goal was to gain deep consumer and chef insights on seasoning preferences, product usage, and cooking habits. Ultimately, this research would help determine the feasibility and potential for market expansion in the region.
"The MindMarket team delivered reliable, high-quality work. Their project management was clear, responsive, and well-structured. It was a great experience working with them!" Yuki Y., Senior Manager, Consulting Firm
Our Approach
To provide a holistic view of the market, we conducted a two-phase qualitative study in Cairo. Phase 1 involved a pilot study to refine methodologies, while Phase 2 saw full-scale fieldwork with both the client and end-client teams present.
Our research included:
Ethnographic home visits with 7 Egyptian housewives from different socioeconomic backgrounds, where we observed their cooking processes, seasoning usage, and storage habits.
In-depth interviews (IDIs) with 7 head chefs from diverse restaurants, uncovering their preferences, supplier choices, and approach to seasonings.
45 Central Location Tests (CLTs) where housewives participated in blind product testing to compare the end-client's products with competitors. Sessions were held in a professional test kitchen, with a chef preparing standardised dishes.
Key Insights & Impact
Market Potential Beyond Expectations – The client was surprised to find higher adoption rates for their flagship MSG product, Ajinomoto, than their quantitative models predicted. Real-life consumer behavior provided richer insights than data-driven forecasting alone.
Culinary Culture & Consumer Trust – Egyptian housewives prioritize authenticity, family traditions, and trusted brands in seasoning selection. Meanwhile, chefs rely on non-branded, bulk spice purchases but remain open to high-quality international products.
Navigating an Opaque Market – With limited official data in Egypt, our clients relied on MindMarket’s local research expertise and network to decode market segmentation and guide strategic decision-making.
Why MindMarket?
As hospitality market research experts, we understand the nuances of culinary decision-making and how brands can successfully position themselves in competitive markets.
We go beyond the numbers, embedding local expertise and cultural nuance into our research.
Our pragmatic approach ensures adaptability—even when faced with last-minute changes and evolving client needs.
We are the most agile partner our client could have wished for—going back and forth with respondents even after data collection to answer follow-up questions. While other agencies would have declined or charged extra, we made it happen.
With hands-on fieldwork and a deep understanding of emerging markets, we equip businesses with real insights that drive market entry success.
What’s Next? Let’s Talk.
Looking to expand into new markets? Let’s connect.