Healthy snacks are in demand in Indonesia, but freeze-dried fruits are still relatively niche in the local market. This thesis explored how market research, customer insights, and service design can turn a promising idea into a viable business model tailored for local consumers.

Why freeze-dried fruit — and why now?

Indonesia is one of the world’s largest producers of tropical fruits. Yet, a significant portion of its fresh produce remains underutilized or lost due to short shelf life and supply chain challenges. At the same time, health awareness is growing, especially in urban areas, where consumers are seeking convenient and nutritious snack options.
Freeze-dried fruit offers a solution that is shelf-stable, lightweight, and natural — but remains a new product to most Indonesian consumers. This gap presents an opportunity to introduce a healthy, value-added product while supporting local agriculture and reducing food waste.

Evaluating market feasibility

To assess the business potential of freeze-dried fruit products in Indonesia, the thesis began with a market feasibility study. A market feasibility study combined consumer surveys, trend analysis, and competitor mapping. An online survey with 102 Indonesian respondents revealed moderate awareness of freeze-dried fruits, but high interest — particularly from young professionals and families looking for healthy snacks.
Pricing, portion size, and product communication were key concerns. Despite these challenges, the feedback confirmed the market potential, especially among early adopters in urban areas.

Understanding consumer behavior

Beyond the numbers, the thesis explored deeper questions: What motivates consumers to try something new? What makes them trust a brand? What do they expect from a healthy snack?
A co-creation workshop and customer segmentation analysis provided valuable insights. Consumers value natural ingredients, eco-friendly packaging, and clear health benefits. Storytelling and transparency about the production process were seen as important to gain trust. These findings helped shape the product concept — from packaging design to pricing strategy.

Designing the customer experience

Building on these insights, service design methods were used to map the ideal customer journey and identify areas for innovation. Tools like customer journey mapping, mock-ups, and blueprinting helped visualize the service experience — from first awareness to repeat purchase.
A market entry strategy was recommended. The concept included online channels, educational content, product bundles, and community engagement. This would not only build awareness but also support trial and loyalty. The design thinking approach focused on reducing friction and building an emotional connection with the brand.

From Insights to impact: The final outcome

Combining market feasibility, behavioral insights, and service design tools resulted in a customer-centered business model. The proposed strategy is tailored to Indonesia’s market context and designed to evolve as consumer awareness grows.
The thesis does more than suggest a new product. It offers a roadmap for introducing unfamiliar but meaningful innovations in an emerging market. At its core, the work demonstrates that thoughtful design, research, and empathy can turn insight into action — and ideas into impact and ideas into real business opportunities.

Master thesis in Theseus: https://urn.fi/URN:NBN:fi:amk-2025053018707