Lessons on How to Reinvigorate a Stagnant Category

Many factors can cause a product category to fall out of favor and lose popularity with consumers. Demographic shifts. Health trends. Changes in consumer taste. The question facing marketers is how to respond.

  • Can a category that’s losing mass appeal be revived?
  • Are there innovations that can win consumers back?
  • Are there improvements in messaging and positioning that can help?

Looking at the example of margarine (a category in steep decline), Nielsen shows how marketers can use evolutionary optimization to quickly explore new innovation ideas and “reinvigorate” a stagnant or declining product category.