IRI’s Survey and Segmentation Team fielded a survey to new triers of the product to ask them targeted questions about awareness, trial drivers, likes and dislikes, and potential for future purchase.
In-store awareness was very high – in fact, the number of consumers who reported noticing the product on display was almost 2x higher than the brand typically saw. The creative packaging also drove awareness and purchase, with package likeability at almost 10x higher than the brand average. However, the product’s similarity to competitors in the category and its premium price point were noted as threats to the product’s success.
Overall, IRI recommended that the client prioritize in-store displays as a major source of promotion and reduce deal dependence among repeat buyers.