Working Papers

“Natural” New Products and Brand Distribution

Mitchell C. Olsen

University of Notre Dame

Frank Germann

University of Notre Dame

Meike Eilert

University of Kentucky

Dec 15, 2020

Uses a multimethod approach with in-depth interviews and a survey of category managers and secondary data from 628 new product introductions across 18 cpg categories to determine the role of “natural” products in increasing retailer distribution. Brands using current shelf space effectively benefit from “natural” new products; others risk reduced distribution.

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