The local shampoo market is dominated by two brands: Clean Hair, which owns 54%of the market, and Sassy, which owns the remainder. A new brand, All-Over Shampoo, manufactured by the same makers of Sassy, is attempting to break into the shampoo market with an all-natural shampoo that they claim will strengthen hair as it is washed. The local shampoo market volume is 2,848bottles per month. All-Over Natural Shampoo sells436bottles in their first month. The total market for shampoo is mature and no growth is expected to result from All-Over's entry. Variable costs for All-Over Shampoo are estimated at$2.60per bottle, with a selling price of$4.73.

What is the cannibalization rate (the percentage of new product sales coming from an existing product) of All-Over Natural Shampoo on the Sassy brand?