Prevailing trends have seen consumers moving away from dairy spreads to both butter and alternatives like oils, oil sprays, and spread-free recipes. This has led brands to reassess their product ranges and look for ways to increase their appeal among consumers looking for greater health, moderation, and convenience, among other factors.
In a challenging category, streamlining a business's focus on core products and seeking to maximize the returns from them (if potential still exists to do so) makes more sense than diverting attention to non-core concepts, especially if those actually cross into the territory of other better-performing similar products within an overall portfolio.
Part of Clover's poor performance can be connected to the way in which cooking oils have come under pressure from health concerns and related behavioral adjustments.
Canadean's 2013 consumer survey revealed that, despite it still being a frequently consumed product, 57% of UK respondents were limiting their cooking oil intake.
In cooking oil, prevailing trends show that the health component must be clearly satisfied, as should convenience. Basic flavor options or proximity to "real" products (olive oil, sunflower oil, real butter, etc.) are the most desirable as these have the clearest, widest understanding and uses among consumers who want a facilitating product rather than an intrinsic ingredient in most day-to-day cooking scenarios.
"Failure Case Study: Clover Cooking Spray" is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the failure of Clover's cooking oil spray, a line extension to the UK dairy spread range. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.
Reasons To Buy
Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Summary: Clover cooking spray
A cooking spray line extension for the Clover brand
The underperforming product was withdrawn in 2016
Clover as an overall brand has been under pressure
Clover's spray clashed with the successful Frylight
Moderation and avoidance trends are impacting oils
Novel flavors may have worked against Clover
Experimentation is limited in cooking oil usage
Weak propensity to trade up in oils hurt potential
Take-outs: address underlying issues before extension
Take-outs: understand moderation and occasion trends
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