Tuesday, June 25, 2024

Product differentiation reigns supreme

Finish Powerball Quantum Max, Cocobella Coconut Water & Pineapple, Poptopia Vintage Cheddar Crispy Baked Popcorn and Nivea Soft Moisturising Cream are among the top products for January, according to Play Market Research.

Play Market Research Founder Chris Thomas says the results show a variety of approaches in which marketers are trying to make their products stand out on crowded supermarket shelves.

“In segments which might struggle for product differentiation, the battle to stand out is always raging,” he said. “In our January Shopper Community results, we can see several different ways FMCG companies are trying to accomplish this.”

Mr Thomas says respondents positively responded to the idea of Finish Powerball Quantum Max offering a premium option to standard Finish Powerball tablets, while Cocobella Coconut Water & Pineapple cut through the clutter of coconut-based products and received both high uniqueness and concept scores.

“Whereas the previous products were new takes on existing products, the most unique product we tested in January was a healthier, premium popcorn offering from Poptopia,” he said.

Poptopia’s Vintage Cheddar Crispy Baked Popcorn ranked highly in concept testing, relevance and very highly in uniqueness.

“With a final product score of 50 per cent, we think this is a great new product that could benefit from slight tweaks,” Mr Thomas said.

Nivea Soft Moisturising Cream delivered very high relevance and fantastic value, but the lowest uniqueness score in the results.

“It tested quite highly at the concept and actually jumped up to 65 per cent purchase intent after it was tried,” Mr Thomas said.

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