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Competitor Testing - case study

14 Oct 2022

Competitor Testing - case study


“Just the usual brand” was the highest reason why. But ‘price’ and ‘on special offer’ combined is a bigger reason.

Price was almost twice the count for ‘what would make you switch’.

Their brand ranked higher in perceived quality than the two leading brands.

‘Taste’ was second biggest opportunity for switching.

Return on investment:

The findings were used internally for price and promo strategy (including a free sample tie-in with an online grocery retailer to use the ‘taste’ switching lever), and marcomms.

The results added weight behind explaining their category opportunity with grocery buyers, and internally with shareholders/investors.