Flavor that delivers: How garlic parmesan wings drove growth for both manufacturer and retailer

Using Circana’s Liquid Data Collaborate™ program, which aligns retailers and manufacturers on shared insights, the manufacturer provided a data-backed recommendation for mutual growth. They outlined:

• The strong performance of the manufacturer’s chicken products, especially in driving growth for the retailer’s online business.

• A clear shopper profile, showing the wings skewed toward millennial and Gen Z consumers.

• Incremental growth potential, with the garlic parmesan flavor attracting new category buyers and increasing basket size among existing ones. In contrast, competitive items drove growth primarily through cannibalization of other flavored wings.