Design consultancy: BrandOpusAdvertiser: Dairy Crest
Executive Summary
A changing landscape and a declining category
With intense price competition and reduced consumption contributing to a perfect storm of falling sales across the spreads category, Clover, one of the leading brands was struggling to maintain performance. At the end of 2015, the £80M brand, was in decline (-12.1% value, -10.5% volume over 52 weeks). The brand was declining in line with the spreads category (-11.3% value, -9.5% volume) but had lost -0.5pt of value market share of the total butters and spreads category (down to 7.1%).
The Clover decline...