Research Objective

• A top retail food chain wanted to understand consumer product substitutions in order to prevent potential cannibalization in sales.

Scope & Methodology

• A survey was designed to gather consumer perceptions of multiple product flavors.
• Hierarchical Cluster Analysis/segmentation was conducted using the following process:
  • Identify data requirements and build a survey designed for a cluster analysis
  • Identify product sets with 2, 3, or 4 flavors along with their potential substitutions
  • Map purchase intent for product flavors to understand the impact of substitution

Value Delivered

• The results showed that certain sets of flavors were less likely to lead to substitutions and cannibalization. The client was able to choose a set of flavors where consumers would be more likely to use more flavors and remain loyal to the brand.

Check out other food case studies

• Measuring Consumer Preferences for Successful Ready-To-Eat Development | A Sensory Research Case Study
• Benchmarking Brand Awareness and Competitive Brand Space – A consumer food survey case study
• Sentiment and Content Analysis of Qualitative Consumer Comments – A food survey + text analysis case study