Client Case AAK
From market insights to operational footprint
AAK is a global market leader in the oils and fats business, supplying tailored solutions to food manufacturers across a wide range of applications. Headquartered in Sweden, AAK partners with producers to develop refined oil and fat solutions that support performance, quality, and sustainability.
The challenge
AAK aimed to refresh its European growth strategy but required sharper market insight to support strategic choices. Clear visibility on addressable markets, market position, and growth potential was essential to set realistic ambitions and focus organizational resources.
As AAK supplies solutions to manufacturers, traditional market data proved insufficient. Production-level market intelligence, especially for consumer product categories across Europe, was required to close critical information gaps.
Objectives
- Understand addressable markets and market position
- Define growth ambition and required capabilities
- Prioritize initiatives and resource allocation
- Focus organizational effort on high-impact choices
Rasa Moorthamer
Product Management Director Europe
"We wanted to verify and improve our understanding of European vegetable oils & fats market within identified food industries in Europe. The market sizing and forecasting performed by Hammer was very useful in our strategy work to define the growth ambition and focus areas for the coming years."
A unique data collection strategy
The collaboration started by segmenting AAK’s markets into distinct segments and sub-segments, for which custom data collection strategies were defined. Essential to the approach were the iterative feedback sessions with key stakeholders, ensuring alignment on definitions and market sizes. Through combining bits and pieces of data, market volumes and growth figures were successfully obtained for sub-segments in all countries in scope. Hammer also identified key producers across European countries who not only represented (potential) clients for AAK but also validated the market size bottom-up.
To overcome the challenges arising in the market assessment, Hammer and AAK collaboratively designed an extensive, fact-based market sizing methodology. This methodology is grounded in a combination of:
- Consumer data
B2C retail & OOH
- Trade statistics
import & export figures
- Contextual data
news items, reports, journals
- Expert interviews
industry professionals
Increased understanding of the business environment
The project resulted in the delivery of approximately 20.000 raw data points. Hammer also enriched AAK's database with details on more than 3.000 key producers in Europe. Using this input AAK was able to craft a model that seizes addressable markets, market shares and clear view of AAK’s position.
Market-driven data supports portfolio decisions and capacity utilization
The partnership between AAK and Hammer showcases the power of combining deep industry knowledge with sharp market insights. With the data and insights derived from this project, AAK is better equipped to monitor, grow and innovate in the European market. Solid market intelligence is in place to support portfolio decisions and improve performance in different market segments.
Rasa Moorthamer
Product Management Director Europe
"I truly enjoyed professional and thorough work from the entire Hammer team side, as well as pleasant and on time communication."
Contact us
- Phone+31 (0)6 31246722
- Emailsem@hammer-intel.com
