Looking for product opportunities will keep your brand up-to-date with changing consumer needs and preferences. Understanding consumer purchasing behavior will help you make the right decisions. Identifying where volume gains have been made is necessary to ensure that the overall strategy for your brand is on track. Consider issues such as:

• What are the switching movements into and out of my brands?
• Do these movements indicate flavor, form or package size preferences?
• Which brand buyers replaced their volume with mine?
• Are we attracting new category buyers?
• Is my brand gaining or losing share?
• Where is my new brand's volume being sourced?
• How much has the market grown as a result of my launch?