MARS Ice Cream Category Management Study "Why Assortment Matters"


“MARS Ice Cream and Dechert-Hampe teamed up to test if a Category Management set of novelty ice cream would increase purchases.  The study included several stages of consumer testing as well as data digging.  Results included a potential +30% increase to Ice Cream sales by stocking consumer choice items.”

The results of the study were presented by Mars Ice Cream and Dechert-Hampe associates in a webinar sponsored by the Category Management Association in March, 2011. More information on the study is available at:


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