A regional supermarket chain needed help predicting opportunities when a supply chain shutdown made its leading hummus brand unavailable.
Circana created a plan to mitigate supply chain shortages with customer analysis to predict the top brands consumers would likely switch to. Our analysis also showed that hummus category buyers are loyal to flavor when changing brand.
The retailer’s decision to invest in private label and other targeted brands during the supply chain gap helped the retailer successfully cover lost volume. Our post-analysis work also supported the category manager’s view to redistribute products based on existing sales and customer flavor preferences.