Repositioning for Changing Preferences: The Case of Beef versus Poultry

The authors demonstrate that a superior, high-share product (beef) could lose its relative position and sales as a result of a change in consumer preference for an attribute (convenience) on which the competition (poultry) was actually weaker. They use multiple data sources to show this has happened for beef and poultry, rather than the alternative explanation of increased health awareness. These sources include United States Department of Agriculture (USDA) consumption data, a time series of new product introductions, and a sample of convenience beef and poultry products. The data support the hypothesis that increased demand for convenience contributed to poultry's success rather than the explanation that increased health awareness is solely responsible. Copyright 1991 by the University of Chicago.