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Why Greek Yogurt is Poised to Become the

World’s Next Consumer Products Super Trend
An E-Report by
......................................................................
GREEK
YOGURT
REVOLUTION
www.afnnova.com
in
GAME CHANGERS
1
The Great Carb
Crash of 2004
According to Frozen Food Digest,
shares of American Italian Pasta
(maker of Mueller’s pasta) plunged
3.8% in 2004, shedding $21.5 million
in shareholder value. That same year,
potato chip maker Jays Food entered
bankruptcy after sales fell 10%.
What caused this sudden reversal of
fortune for these otherwise solid brands?
The Atkins Diet.

In 2004, more than 24 million
American adults were hooked on a low
carb diet created by Dr. Robert Atkins.
Brands quickly responded by launching
low carb products while others, like
Kraft, ramped up advertising of Atkins-
friendly products including Jell-O.
Other brands like Krispy Kreme, were
caught completely of guard, unable to
cope with the low carb backlash.
That year, the Los Angeles Times
reported that Krispy Kreme missed
profit forecasts by 10%. Shares tumbled
29% in one day after reaching a peak
of almost $50 a share in late 2003.
By comparison, brands, like Slim Jim,
profited from the trend as sales for
protein-rich beef jerky increased
40% from 2002-2003, according to
Slate.com.
Americans have a love afair with dieting and health. Every
few years, a health obsession breaks into the consumer
products landscape and radically redefines how consumers
perceive and purchase products.
Examples include:
• The low calorie dieting trend of the late 1970s and early
1980s that spawned diet soda and frozen diet meals.
• The antioxidant trend of the 2000s, increasing demand
for everyday foods - like berries, chocolate and wine –
which claimed to be high in antioxidant properties.
• Increased awareness of celiac disease, which has driven
demand for gluten free products.
3 Types of Food Health Trends
Health trends have a massive influence over consumers
buying behavior. Learning how to quickly capitalize on an
emerging trend can mean millions for any CPG company. But
with so many trends coming and going, which ones present
the best long term opportunities?
Not all trends are created equal. In fact, they usually fall into
one of three distinct buckets.
• Niche: These trends emerge from a new health ingredient,
like Quinoa or Kale, or the re-discovered health properties
of a classic food item like flax (Omega 3). They typically
catch on with health conscious consumers but are limited to
the natural food aisles, so penetration is relatively small.
• Mainstream: These trends cross multiple food categories
and reflect wide scale consumer demand. A good
example is the “Added Protein” trend, seen in products
like pasta, snacks and cereal. These trends have the
power to create a sub-tier within a large category, just as
gluten-free or low carb products have done.
• Super Trends: These trends have the power to defy
category limitations, break out of food aisles and cross
into other profitable category areas. For marketers, these
trends are the equivalent of finding the Holy Grail. To reach
this stage, a trend must become a “brand” unto itself.
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The Power of Health Trends in Consumer Products
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in
The Antioxidants Super Trend
The most recent example of a Super Trend is antioxidants.
Today, antioxidant health claims can be found extensively
across food products as well as health and beauty products,
including anti-wrinkle creams and soaps. These products claim
to be good for your internal health as well as external health
helping to remove wrinkles, reduce the appearance of scars
and reverse sun damage. According to Packaged Facts, 44%
of women in the U.S. buy skincare or cosmetic products that
promote their antioxidant content.
Mining the next Super Trend
While green tea has shown potential to be a Super Trend
- breaking into multiple categories within food, health and
beauty – it hasn’t had the widespread success of antioxidants.
Similarly, oatmeal has had a long standing reputation across
food and beauty categories, but doesn’t generate the same
buzz or interest as antioxidants.
The newest example of a Super Trend is Greek yogurt. It
has the perfect combination of benefits and brand power
to expand across categories and sustain its growth over an
extended period of time.
What Causes a Trend
to Explode?
Experts say there are several factors
that need to work together:
1. Advocates: A well respected
evangelist or promoter of the trend,
such as a celebrity chef.
2. Validity: Trends that are supported
by “credible” scientific fact (like gluten
free) are more likely to catch on.
3. Buzz Appeal: The exoticness or
uniqueness of the trend can help it
spread, especially with social media
efort behind it.
4. Economic conditions: One of the
factors that has made Kale and other
super vegetables popular has been the
movement away from meat due to cost.
5. Larger social benefits: Consumers
like ingredients that are healthy for
the planet as well as the body, which
is part of the popularity of Quinoa,
grown without pesticides.
6. Consumer boredom: Underpinning
any trend is the natural curiosity and
demand among consumers for things
that are new and diferent. That’s why
most trends are short term, running
their course in 18 months.
(Food Business.net, March 2013)
THE HOLY GRAIL OF INNOVATION
Unlike Niche and Mainstream trends, Super Trends are rare. To qualify as a Super Trend it must have
benefits that extend across a diverse range of categories. It must also have a powerful brand, with
consumers trusting in the ingredient or process driving the trend.
Most health trends start and stay within food because the benefits are restricted to things that can be
consumed. As an example, the whole wheat trend would not be relevant to a category like beauty. But
sporadically a trend appears that has the ability to dominate in food but also breakthrough to non-
consumable areas.
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.........................................
2
How to Spot a Super Trend
ANTIOXIDANTS
A RARE SUPER TREND THAT HAS
SUCCEEDED IN BOTH FOOD AND BEAUTY
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in
BREAKING THE MOLD
3
Why Greek yogurt is the Next Super Trend
What’s driving the
Greek yogurt food craze?
Greek yogurt has been produced
in Greece for hundreds of years,
but it was first imported to the
U.S. in 1998 by yogurt brand FAGE.
Since then, Chobani has emerged
as the dominant leader in what is
now a $1.6 billion market that grew
by 50% last year, according to the
Wall Street Journal.
Of all the current major food trends, Greek yogurt is best positioned to
become a Super Trend. Several facts support this:
1. Brand Power and Consumer Buzz: When it first came to the U.S. in the
late ‘90s, Greek yogurt was little known. But driven by its health claims,
including lower sugar and higher protein content, it quickly moved
mainstream. Today, Greek yogurt is a $1.6 billion market and the fastest
growing food segment among U.S. households, accounting for 35% of all
yogurt sales, up from 1% in 2007. (Wall Street Journal)
2. Believable health claims: The same health properties that also make
Greek yogurt a desirable food (protein and vitamins) are benefits
consumers often seek in products for skin and hair. In fact, Greek yogurt is
often used in home remedies, such as facial creams for removing wrinkles
and nourishing the skin. These property based claims give marketers an
opportunity to position Greek yogurt as a natural solution for beauty needs.
3. Opportunity: According to MarketResearch.com, the natural beauty
market is estimated to reach $13.6 billion in 2016. With consumer demand
at an all time high, Greek yogurt is well positioned to become the next
sexy health and beauty trend. Outside of Sephora no major national
brand is marketing Greek yogurt health and beauty products on a
mainstream level. In essence, the market is wide open.
Exploring Greek yogurt’s “Super” Qualities
Inspired by the opportunity seen in the market, Afnnova sought to
understand whether Greek yogurt could indeed be the next Super Trend.
Using Power Screener technology - which identifies product innovation
opportunities - Afnnova tested 40 prospective Greek yogurt product
ideas on consumers. These ideas ranged from Greek yogurt pancake
mix to chewing gum and even dog treats. The goal was not to predict or
guarantee which new products would succeed in market but simply to
highlight potential overlooked areas of opportunity that might warrant
further exploration and investigation by marketers.
How did we pick these product ideas?
• We included a mix of food and beauty products to show
Greek yogurt’s wide extensibility.
• We included select pet categories with the hypothesis that pet
owners would want to give pets a protein boost.
• For food products, we looked at areas where the benefits of
Greek yogurt could be seen as believable and extensible.
• For beauty, we looked at areas where “protein and vitamins”
would be considered beneficial.
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• It is typically higher in
protein, lower in lactose
and lower in carbohydrates
than other types of yogurt.
This makes it a healthier
substitute for regular
yogurt and other high
sugar breakfast options and
snacks.
• Thicker in texture than
regular yogurt, it makes
for a more filling breakfast
or lunch.
• It’s perceived as more natural
and wholesome, aligning
with the trend of eating
more organically produced
foods.
• At nearly twice the cost of
regular yogurt, Greek yogurt
has become a status symbol.
Greek yogurt’s popularity
can be attributed to a
number of factors, according
to Restaurants.com:
www.afnnova.com
in
THE INSIDE SCOOP
4
A new product needs a perfect storm to catch fire with consumers. First and foremost it must ofer an
advantage over products already in market, but also a uniqueness, or “sexiness” that makes it stand out.
To understand which new Greek yogurt ideas would succeed, Afnnova’s Power Screener technology
used consumer feedback to rate ideas on two dimensions:
• Advantage: Identifies products that have immediate perceived benefits over other products
in the market.
• New and Diferent: Identifies products that have the best potential to stand out and diferentiate
among other products in the category. In other words, they grab attention.
Products that score high in both areas have the best opportunities for true
breakthrough innovation
How We Made Our Assessment
Predictable Extensions: Ideas in this
zone score high in Advantage, but below
average in New and Diferent. Consumers
want these products, but see them as
predictable extensions of Greek yogurt
products already in market.
Headline Makers: Because of their
above average scores for Advantage and
New and Diferent, ideas in this zone have
the best opportunity to stand out in the
market and make an impact.
Wild Cards: Ideas in this group score
below average in Advantage, but have
high overall appeal to consumers because
they score well above average for New
and Diferent. With the right marketing,
they could emerge as niche opportunities.
Dead Ends: Ideas in this group showed
the least appeal to consumers relative to
the other ideas tested and likely would
not succeed in the short term.
Power Screener Methodology
Online, a panel of 800 U.S. consumers were shown brief descriptions of Greek yogurt
product ideas with key benefits. Consumers then chose preferred concepts based on the
above dimensions in a discrete choice exercise. From this, high impact ideas separated
from low impact ones until 4 distinct categories emerged, as shown in the graphic above.
Predictable
Extensions
Headline
Makers
Wild
Cards
Dead
Ends
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New & Different (index vs. average concept)
0
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50
50
100
100
150
150
200
200
www.afnnova.com
in
PREDICTABLE EXTENSIONS
5
The following ideas scored high in Advantage over
current products, making them good opportunities for
marketers looking to extend a line with Greek yogurt.
Consumers inherently understand Greek yogurt’s
connection to these products, especially the potential to
make these foods healthier and creamier. The downside:
Consumers wouldn’t credit these products as being
New and Diferent. They lack the sexiness of radically
innovative products.
Benefits, Without the Buzz
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+107
-22
+88
-8
+58
-1
+64
-23
INDEXED
AVG
+52
0
VITAMIN/
CHEWS
ICE
CREAM
DIPS
SALAD
DRESSING
READY-
TO-DRINK-
SMOOTHIES
Advantage versus the
average index of ideas tested
New and Diferent versus the
average index of ideas tested
Demographic Snapshot
• Salad Dressing was highly popular with female consumers,
while Ice Cream dominated with men.
• Ready-to-Serve Smoothies scored highest overall with
consumers 18-34.
• Dips scored highest overall with consumers 55 and older.
Biggest Advantage for Health
& Beauty: Vitamins/Chews
Based on the data, Vitamins/Chews
made with Greek yogurt were thought to
ofer a distinct advantage over current
vitamin products. With the perception
of being “easy on the stomach,” tastier
and ofering a good “natural source” of
calcium and protein, this was an easy leap
for consumers.
According to Research and Markets, the
dietary supplement industry is slated to
be the world’s fastest growing market
during 2012-2017. Greek yogurt vitamins
— specifically in chewable form — could
present an opportunity for companies
like Centrum, GNC and Nature Made to
diferentiate with a product boasting
natural protein claims.
Consumer
suggested names
for this product:
In 2012, Jamba introduced a “Drink at
Home” Greek yogurt smoothie, made with
super fruits like Acai and Pomegranates.
It promised 50% more protein than
Jamba’s traditional smoothies as well
as antioxidant benefits. Afnnova’s data
suggests this could be a high growth
area in the future, and something leading
smoothie brands like Odwalla (Coca
Cola) and Naked Juice (Pepsi) should
take note of.
Smooth sailing ahead for Greek
yogurt smoothies
R
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• Yo Vitamins
• Greek Chews
• Atlas Bites
• Vitabites
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in
HEADLINE MAKERS
6
Ice Cream and Dips seem like natural extensions of Greek
yogurt, but Greek yogurt Baking Mix? That’s not an
easy leap, yet the data shows that consumers see Greek
yogurt as a great way to make these foods healthier, so
they can indulge more. Equally surprising was consumers’
interest in Greek yogurt Toothpaste and Baby Diaper
Rash Cream. Scoring high in both Advantage and New
and Diferent, these products have an opportunity to
make headlines AND deliver healthy benefits consumers
find believable.
The Sweet Spot of Innovation
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+75
+8
+17
+3
+49
+70
+44
+36
+10
INDEXED
AVG
+21
ANTI-
WRINKLE
CREAM
BAKING
MIX
FROZEN
BREAKFAST
BABY
DIAPER
CREAM
TOOTH-
PASTE
Advantage versus the
average index of ideas tested
New and Diferent versus the
average index of ideas tested
Demographic Snapshot
• Anti-Aging Cream scored highest with Hispanics, health
conscious consumers and consumers 55 and older.
• Baking Mix scored highest with women and consumers 18-34.
• Frozen Breakfast Mix scored #1 among all product ideas
with Hispanics.
Biggest Breakthrough
Opportunity: Greek yogurt
Anti-Wrinkle Cream
According to Beauty Store Business
magazine, the natural and organic beauty
market stands at $10 billion, with growth
being driven by all-natural facial creams
using ingredients such cucumber, aloe,
honey and green tea.
As consumers seek the next big ingredient,
Greek yogurt Anti-Wrinkle cream could be
an intriguing option. Based on the data,
Anti-Wrinkle Cream presents the best
breakthrough opportunity for Greek yogurt
innovation in the health and beauty space,
scoring highest among all possibilities in
Advantage and New and Diferent.
While not making the top of the list, Facial
Wash and Blemish / Spot Treatment
also scored fairly high. Brands like Olay,
Neutrogena, L’Oreal might consider
starting a line of Greek yogurt facial
products with Anti-Wrinkle Cream.
According to Euromonitor, sales of all-natural
baby care in the United States increased
68% from 2005 to 2010. Based on the data,
Greek yogurt Baby Diaper Cream could be
a very viable entry in this space for brands
like Desitin, Bourdreaux’s Butt Paste and
Triple Paste. The product was popular with
women, who   would expect this product to
ofer a more “safe” and “natural alternative”
for nourishing a baby’s skin.
Introducing...
Greek Bottoms?
P
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P
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T
Consumer
suggested names
for this product: • Grecian Secret
• Goddess
• Greek Answer
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in
WILD CARDS
7
Some ideas are ahead of their time: Crystal Pepsi is an
example. The following products represent ideas that may
not quite be ready for primetime, yet deserve watching.
Consumers struggled to make sense of Greek yogurt’s fit
with these products, even though the benefits are there.
These products scored below average in Advantage, but
beat out other product ideas tested because of their high
scores for New and Diferent. With more exploration into
diferent claims, messages and value propositions that could
resonate with consumers, they might be an interesting niche
play for brands in the organic personal care space.
Interesting, but Not Ready for Primetime
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-22
+73
+76
-26
INDEXED
AVG
DEODORANT /
ANTIPERSPIRANT
FLUSHABLE
WIPES
Advantage versus the
average index of ideas tested
New and Diferent versus the
average index of ideas tested
Demographic Snapshot
• As a product idea, Greek yogurt Deodorant / Antiperspirant
scored highest among Hispanics.
Top Idea to Watch: Greek
Deodorant / Antiperspirant
According to research firm Mintel, the
deodorant and antiperspirant industry
experienced 16% growth between 2006
and 2011. However, all-natural / organic
oferings made up a very small share.
Data shows that only one in 10 people
use antiperspirant/deodorant with all-
natural ingredients, and fewer than one
in 20 buy all-organic products. This could
make selling an all-natural, Greek yogurt
deodorant an uphill climb for marketers.
Greek yogurt’s perceived benefits as
being more soothing and nourishing for
the skin, however, could help, as more
than 14% of women and 16% of men report
having skin easily irritated by deodorant.
Earth’s Best or Tom’s of Maine might be
able to capitalize. (Mintel)
Smithers Apex predicts that the
total market for flushable wipes will
grow  12.1% annually to reach $2.4
billion by 2018. This presents an
opportunity for brands like Charmin,
Cottonelle, Kimberly Clarke and
even private label store brands to
cater to organic customers by positioning Greek yogurt wipes as a
natural, chemical free solution to what they have now. Our data shows
that consumers would perceive Greek yogurt wipes as softening the
skin, further strengthening the products appeal.
Wiping Up the Sales
P
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Consumer
suggested names
for this product: • Greek Stick
• Touch of Greek
• Acropolis
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in
DEAD ENDS
8
The following ideas ranked last in our study, based on
the weighted average of their scores for Advantage and
New and Diferent. In the immediate term, these products
would likely not appeal to consumers. In some instances
verbatim feedback on a number of these product ideas
were sharply negative.
The Sourest of the Bunch
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-71
-58
-55
-37
-34
+21
+30
+76
-6
+14
-23
INDEXED
AVG
CAT
FOOD
TREATS
CHEWING
GUM
DOG
FOOD
TREATS
AFTER
SHAVE
BUBBLE
BATH
PROTEIN
POWDER
SHAMPOO
Advantage versus the
average index of ideas tested
New and Diferent versus the
average index of ideas tested
Demographic Snapshot
Biggest Loser: Greek yogurt
Cat Food Treats
Consumers do not see pet products as a
strong area for Greek yogurt expansion.
Some expressed concern about feeding
their pets dairy; others thought the idea
was downright crazy. That being said,
brands like Blue Bufalo and Wellness do
ofer a range of cat and dog treats made
with yogurt (not Greek specifically).
Yogies ofer similar yogurt-based treats
for hamsters. With the natural and
organic pet food market poised to grow
15% by 2016 from where it was in 2011
(Mintel), there could eventually be room
for a Greek yogurt pet food play. Only
time will tell.
Greek yogurt shampoo did not resonate with
consumers which isn’t surprising. Yogurt has
tried to break into shampoo before and failed,
miserably. The classic example was Clairol
Touch of Yogurt Shampoo. Launched in 1979,
this product was touted as having essential
vitamins and minerals to strengthen hair. It
tested well with consumers, but ultimately
failed in market because consumers felt
wary about putting food in their hair. Many
got sick when they actually tried to consume
the product.
A Bad Idea Remains a Bad Idea
R
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P
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-19
-15
-23
Consumer
suggested names
for this product: • Kitty Gaga
• Meowgurt
• Greeky Treats
• Shampoo scored lowest with women.
• Bubble Bath scored lowest with consumers 55 and older.
• Dog treats scored lowest with Hispanics.
www.afnnova.com
in
LAST BITE
9
Actions for Marketers
Because of their cultural power, trends such as Greek yogurt present a tremendous challenge and
opportunity for consumer brands. Jump in at the right time and you can achieve a huge position of
diferentiation and competitive advantage for your brand; wait too long and a brand could forever be
squeezed out of a fast-booming market. With so much at stake, it’s critically important for marketers to
explore all the potential ways they (or their competitors) can capitalize on fast-moving trends.
Contact Us!
Interested in Learning More?
Get the Full Data and Findings from Our Study
To help brands understand the potential for Greek
yogurt innovation within their category, Afnnova has
gathered extensive consumer insight from the study
covered in this report. This includes:
• The full ranking of all product ideas, broken out
by demographic areas
• Worksheets containing full consumer verbatims,
product name ideas and benefits for each
product tested
• Other Greek yogurt ideas consumers suggested
in addition to the 40 tested
To obtain the full findings of the report or to receive our Greek yogurt concepts, contact Afnnova.
....................................................................
....................................................................
Explore Greek yogurt ideas using our
Ready-to-Go Concepts
As part of this research, Afnnova created ready-to-
go concepts that brands could use as jumping of
points for further idea exploration and optimization,
leveraging Afnnova’s patented optimization
technology platform. These include sample product
names, features and benefits gathered directly from
800 U.S. consumers
Key Take Aways
• Regularly challenge the boundaries of your category. When a new trend starts to emerge in the
market, get consumers involved in the process of evaluating and scanning for possible applications
to your brand. Consumers can help you find where a trend may be able to ofer additional benefits
which are overlooked by marketers.
• Involve consumers in product brainstorming. Consumers are in the marketplace, evaluating and
comparing diferent products every day. Through crowdsourcing-type technologies, they can help
you develop the right words to position and diferentiate your product as well as make it believable.
• Evaluate your ideas on two dimensions – looking at both Advantage and New and Diferent.
Consumers naturally gravitate to ideas that are familiar and comfortable (like Greek yogurt Ice
Cream), but sometimes it’s the ideas consumers find New and Diferent that have the most
breakthrough potential. Find ideas (like Anti-Wrinkle Cream) that strike a balance.
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Using Afnnova’s collaboration software
(Afnnova Studio), product ideas
are transformed into rough concepts
providing an overall benefit and
reason to believe for the product.
A targeted online panel of consumers
drives the screening process through
a Discrete Choice tournament, sorting
the concepts they prefer into a ranked
list that helps marketers understand
which of their product ideas has the best
commercial and innovation potential.
Consumers brainstorm potential product
names, benefits and features for each
concept, providing marketers with
starting point content they can use for
further testing and optimization.
Request a Demo of
Power Screener
Watch our
Intro to Afnnova video
ABOUT AFFINNOVA
...................................................................
10
Affinnova’s Power Screener
IDEATE
Collaboration Technology
POWER SCREEN
Discrete Choice Tournament
DEVELOP
Variant Brainstorming
Afnnova helps companies bring their best
product, advertising and design ideas to market.
Traditional creative research tools and techniques
typically force trade-ofs between creative exploration
and accurate prediction. Marketers are forced to
suppress creativity to reliably analyze one or two
ideas, or work through complex processes with long
cycle times that still end in sub-optimal executions.
By contrast, Afnnova’s technology platform
fully unleashes the power of creativity through a
combination of collaboration software, evolutionary
optimization technology and predictive analytics.
Afnnova’s collaboration software empowers teams
to fully explore their ideas and create a wide space
of product, advertising or design possibilities. The
resulting creative space of ideas, often representing
millions of variations, is then processed by patented
evolutionary algorithms using individual and collective
consumer feedback to find the optimal concepts
or execution. These optimized concepts and
executions are then measured against competitive
benchmarks to predict performance and provide
actionable business insights.
Afnnova’s technology can be applied to a
broad range of creative executions, including
product concept development, product packaging,
communication strategy, traditional/digital
advertising, web/mobile site design and store
layout design.
Affinnova’s Technology
...................................................................
Afnnova’s Power Screener technology (used for this Greek yogurt study) cost efectively enables a ranked
assessment of early stage ideas to find those with the most potential and engages consumers to generate
suggestions to make them better.
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APPENDIX
1 1
Ranking of Top Health &
Beauty Products in the Study
Concepts Tested
Anti-Aging / Wrinkle Cream
1
2
3
4
5
6
7
8
9
10
1 1
12
13
14
15
16
17
18
19
20
21
175
110
121
207
78
74
126
99
124
86
138
76
123
69
70
98
66
112
111
85
63
108
170
149
78
173
177
94
106
80
107
62
112
68
120
119
80
114
66
61
77
94
Toothpaste
Baby Diaper Rash Cream
Vitamins / Chews
Deodorant / Antiperspirant
Flushable Wipes
Face Wash
Blemish / Spot Treatment
Body Wash
Sunscreen
Daily Body Moisturizer
Shaving Gel
Daily Face Cream
Dish Soap
Pet Shampoo
Hand / Foot Cream
Bubble Bath
Lip Balm
Conditioner
Shampoo
After Shave Lotion
Weighted
Ranking
New &
Diferent
Advantage
The above shows 21 potential new Greek yogurt Health and Beauty products and how consumers ranked them,
first to last. Product ideas were scored on two dimensions: (1) By how much of an “advantage” the product ofered
consumers over existing products in the same category; and (2) By how “new” and “diferent” it was in their mind.
The products were then ranked in a relative basis using the weighted average of both dimensions.
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APPENDIX
12
Ranking of Top Food
Products in the Study
Concepts Tested
Ice Cream
Baking Mix
Dips
Salad Dressing
Frozen Breakfast
Ready-to-Drink Smoothies
Packaged Cheese
Cereal / Nutrition Bars
Popsicles
Breakfast Pastries
Pasta Sauce
Cereal
Sandwich Spread
Trail Mix
Cookies
Chewing Gum
Protein Powder
Dog Food / Treats
Cat Food / Treats
1
2
3
4
5
6
7
8
9
10
1 1
12
13
14
15
16
17
18
19
188
144
158
152
136
164
1 1 1
128
105
118
69
123
105
107
97
42
77
45
29
92
117
99
100
103
77
106
88
102
87
145
80
89
79
79
176
81
130
121
Weighted
Ranking
New &
Diferent
Advantage
The above shows 19 potential new Greek yogurt food products and how consumers ranked them, first to last.
Product ideas were scored on two dimensions: (1) By how much of an “advantage” the product ofered consumers
over existing products in the same category; and (2) By how “new” and “diferent” it was in their mind. The
products were then ranked in a relative basis using the weighted average of both dimensions.