Consumer Acceptance of a New Bacon Substitute

Ray S. Corkern and Philip B. Dwoskin

No 323920, Miscellaneous Publications from United States Department of Agriculture, Economic Research Service

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.

Keywords: Food Consumption/Nutrition/Food Safety; Marketing; Research and Development/Tech Change/Emerging Technologies (search for similar items in EconPapers)
Pages: 18
Date: 1970-10
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Persistent link: https://EconPapers.repec.org/RePEc:ags:uersmp:323920

DOI: 10.22004/ag.econ.323920

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