Currently, the Dutch supermarket Albert Heijn is using a push strategy to introduce new products to their end consumers, the grocery shoppers. When new products are launched in the supermarket, Albert Heijn notices that the grocery shoppers often do not purchase these new items. This raises a question which Albert Heijn is not yet able to answer: Why does the end consumer not decide to purchase these new products? Therefore, the purpose of this research has been to create an engaging iterative process for Albert Heijn. A process to gain an understanding of Albert Heijn’s grocery shopper’s needs regarding the different product elements during new product development in the fast-moving consumer goods (FMCG) industry. By understanding the grocery shopper’s needs, Albert Heijn has the possibility to stay relevant and have raison d’être.