Success Case Study: The Collective - A successful new challenger in the competitive UK dairy industry

Success Case Study: The Collective - A successful new challenger in the competitive UK dairy industry

Summary

"Success Case Study: The Collective", is part of the Successes and Failures research. It examines the details of and reasons behind the success of The Collective Dairys success in the UK. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

The Collective Dairy is a relatively new entrant into the UK market, and has successfully competed with the established major names in the sector by creating an irreverent, approachable brand and focusing on natural style production processes.

Scope

- The Collective uses the ability of smaller brands to create more believable natural-style indulgence and health claims.
- Smaller brands can still launch a variety of SKUs in a crowded marketplace and gain consumer attention, if all SKUs help to reinforce the same brand characteristics.
- A range of health and wellness trends can be effective in attracting consumers in the dairy category, including natural style, probiotics and added protein.

Reasons to buy

- Increase chances of success by learning from brands/products that have performed well
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

1. Introduction
2. What?
3. Why?
4. Take-out
5. Appendix

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