Failure Case Study: Clover Cooking Spray; Distracting from core brand issues through line extensions
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.
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