Page 10 - Fisherman's Friend Case Study
P. 10
The result was that the original Fisherman's Friend came
to account for only 38% of the company's turnover, with
the rest coming from mint and other varieties. Moreover,
40% of sales were of the new, youth-and-health
conscious, Sorbitol-based sugar-free lines.
By 1990, Fisherman’s Friend had become the fastest
growing confectionary brand of the 1980s with a growth
rate of around 2000%.
Today, of every 100
lozenges produced, 97
will go to the export
market. (2)
It was only in the U.K. that Fisherman’s Friend was
perceived as a pharmaceutical product where its
domestic market profile was different from its export
one.
U.K. Rest of World
Age profile 40+ 15-40
Working men Young people
B’s, C’s
