Margarine, the market for which is dominated by a handful of brands and which is a good
example of a frequently purchased product, was selected for the present study, which is part of a
larger study that also encompasses other product categories. The results of this larger macro-study
will not be presented here for reasons of brevity and because results are mirrored across categories.
The four brands with the highest market share in each of the household panels, one of which was
an own label brand, were selected.