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The goal of this work project is to help Nestum understand its consumers as to better comprehend the needs, tastes and routines of the target consumer, children with ages between 6 and 10. Knowing one‟s consumers is vital to stay relevant and also understand how to innovate and differentiate in a day and age where private labels are increasingly becoming consumed which has a negative impact on brands such as Nestum. Additionally with the ever more diverse and connected worlds, cultures and habits are being changed which affect how, when and what products are consumed. In conclusion, the main goal of this work project is to understand what children are eating, what are their routines and habits as to help Nestum remain relevant as a brand with a strong cultural attachment in Portugal.