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Abstract
A new striplike bacon analog was market tested successfully in Fort Wayne, Ind., from September 1968 through February 1969. The product was introduced with a substantial promotional campaign that emphasized the analog's uniqueness related to health and economy. Sales data from store audits indicate a fairly favorable response by consumers. Ratio of sales, bacon/bacon analog, was 24 to 1 in phase I (heavy promotion period) and 79 to 1 in phase II (little or no promotion). The test product attained a market share of 4 percent initially, which declined to 1.3 at the end of the test period. A fairly strong promotional campaign and some measure of control over display and store stocks will be necessary if a high level of sales is to be maintained. The consumer survey revealed little aversion to a vegetable protein bacon substitute. It also revealed no appreciable substitution effect on bacon sales in the short run.