Can Big Brands Dominate Healthy Spaces? — Understanding How U.S. Shoppers View Big Brands vs. Small Brands
Supermarket shelves continue to fragment filling up with smaller brands in all categories. Many of these brands, regardless of the health of the overall category or product, are making claims on everything from GMOs to whole grains—as well as providing product positioning that is clean, natural and attached to the source. The issue is not whether these things are true, but whether or not the consumer believes it is. And because they are not constrained with high dollar revenue targets, these brands can continue to grow slowly until they’ve taken a foothold.
The question this study explores is whether large “big brand” food companies can maintain success with the same approach of providing a healthy, natural product within the confines of excellent taste? Or are products from larger companies already considered less healthy and less desirable? In addition, what, if any, advantages go with large brands in the minds of consumers.
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