Category Assessment

After acquiring a frozen dessert brand with weak performance, a multi-category, multi-brand CPG manufacturer wanted to conduct a deep dive on the category to discover new growth opportunities for the ailing brand.

 

IRI’s core market measurement insights drove 41 percent sales growth and category share leadership for a newly acquired brand.

THE CHALLENGE

The client lacked experience in the frozen dessert category, which had different dynamics and growth levers compared to the client’s core frozen meal categories. The new brand also had low market share, holding the #3 and #4 positions in its category during the Thanksgiving and Christmas seasons.

 
IRI conducted a full category and competitive landscape analysis of key sales periods to identify growth drivers and opportunities for the brand. Additionally, IRI analyzed key consumer segments to identify specific targets and then assisted in building sales stories to close distribution gaps. From these core analyses, IRI identified several key recommendations:
 
Counter competitive low prices with stronger merchandising at key retailers and targeted coupons / messaging during the holidays.
Use cross-promotion and targeted marketing to leverage existing buyer base of the client’s core brands.
Innovate with new flavors to capture less-pursued holidays and with single servings to capture non-holidays.

THE RESULT

These recommendations drove a sales lift of 41 percent ($45 million) over two years, enabling the client to achieve category leadership (#1 brand overall and during the holidays, up from #3 and #4), and adding 1.5 million new households to the category.

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