• In 2000 Hame brand reached penetration level of 31,8%.
• Analysis of brands cross-usage among Hame buyers showed that more than 60% of Hame buyers bought also St. Nicolaus in 2000. At the same time, Hame buyers were purchasing also Riso (31,9%), Otma Babice – another Hame’s brand (29,6%), Merx (24,6%) and to a smaller extent other brands such as Spak, Home Made, Kand and Tortex.
• Loyalty of Hame buyers towards Hame brand in 2000 was at the level of 25,6% (coverage of demand). The rest of demand for the category was satisfied with other brands, mostly St. Nicolaus.
• In 2000, Hame buyers bought on average 1 kg of Hame and 3 kg of other brands, thus purchasing 4 kg of ketchup per year.
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