In many consumer goods industries, manufacturers and retail companies respond to increasingly heterogeneous consumer needs with supposed innovations, a variety of options, and product range expansions. This aims to ensure that as many consumers as possible find a product that meets their needs within the assortment, thereby increasing their satisfaction and loyalty towards the brand and the company. However, this strategy leads to consumers facing an increasing complexity of offerings, resulting from a growing number of products, product features, and opaque product functions or tariffs. According to the Society for Consumer Research, around 30,000 new items were launched in the German grocery retail sector alone in 2007. In the toothpaste category, the number of brands increased from 14 in 1950 to over 100 in 2005. Today, a customer can choose from about 140 toothpaste products with different applications, dosing forms, flavors, etc., in a German self-service store. But it is not only the consumer goods sector in brick-and-mortar retail that is characterized by an oversupply; the durable goods sector and many areas of online retail are also affected by this trend.