Is Heinz your fave?

Hello my blog readers,

A time ago I made a focus group on product testing were ketchup was tested. I chose 3 different types of Ketchup – Heinz (just the original one), Sainsbury's owned brand and a random brand (Daddy's) from Poundland. I put the samples in 3 small bowls for the testers to not have any clue which brand is what. If I compare this product testing with the chocolate one (previous blog post) then it was a little bit easier for me to take notes but harder for people to understand which product is what. Because each of the chocolates had different textures, even logo on the actual chocolate square were the participants actually could have guest what is what. But as the ketchup is in similar consistency then it is harder.  

The participants said that the most popular ketchup in UK is Heinz. Those participants who were from other countries said that their favorite ketchups are the ones which are made in their countries but they also like Heinz. 3 of 5 respondents picked Heinz ketchup when they were asked to pick their most favorite. One girl picked Sainsbury's but another picked the cheapest Poundland version.  When the same person who picked the Sainsbury's one got asked to choose in her opinion the most expensive one she chose the Heinz sample. She could have been influenced by other because 3 other participants chose the Heinz sample. 4 of 5 participants chose the same sample they did not like which was the Poundland one. 3 of the 5participants said that Heinz is replicable by other brands but i need to add that these people were from other countries. The other two said mostly not, but if there is no choice and a ketchup is needed (depending on the occasion) then it can be replaced. Two of the 5 participants were surprised about the Sainsbury's brand, 'it tasted more expensive' they said. 

This test once again reveled the power of marketing. When two of 5 participants chose other ketchups over Heinz, one person thinking they are choosing Heinz no other brands.  The price difference is big enough – Heinz, roughly about £1,50 per bottle, Sainsbury's roughly about £1,25 and the Daddy's Poundland ketchup - £1. This shows that people are being loyal to the brand even though they might like cheaper alternatives. Heinz is the ketchup which will be found mostly in all UK food shops, starting from the local corner shops to the big department stores.  

Personally I do not like ketchup and I do not actually care about the taste because I rarely eat it. Ketchup must be one of those things to which people will stick to brand wise. As the focus group reveals, it is hard to replace Heinz in the market because everyone is familiar with it. The same as Kellog's cornflakes or Cadburry's chocolate almost taking over the specified categories. In for example Latvia, there are few brands which are fighting for the space. Because demographically high percentage of population are Russian they tend to choose Russian makes which are available at almost every store. One thing i know now that British people are crazy for Vinegar and Heinz Ketchup.

Thank you for reading and i hope you have a saucy day!