The Line Evolution tool takes into account consumer needs, retail space limitations and stock movements to enable manufacturers choose the optimum product line-up.
Lauren Demar, president of Ipsos Insight's consumer products division, said: "We recognise that consumers increasingly choose different brands in different situations to meet varying needs.
"On the other end of the spectrum, we realise that a full line won't always be available to consumers due to retail pressures and stock outages."
Ipsos has improved its method of line optimisation and Line Evolution aims to recognise that consumers have a variety of needs.
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