Singapore – Nov. 17, 2020 – BASES, a Nielsen Global Consumer Business, released its highly anticipated Top Breakthrough Innovation winners for 2020. This year’s winners from Chinese Mainland, Hong Kong, Taiwan and South Korea showcase the winning strategies adopted by companies as they extended their existing product lines to deliver exceptional product experiences. Aside from the above markets, BASES also announced breakthrough achievements in FMCG from the Japanese market.
This year’s Breakthrough Innovations have reached success with a formula made of true devotion to consumers’ needs, marketing savvy, and the right balance of speed and rigor. And when the COVID-19 outbreak determined a change in consumer behavior, marketing activation adapted to serve the innovations optimally. It is noteworthy that up to 25% of new product launches shrink an existing brand franchise. Some of this year’s winners grew the brand and the category by expanding into new consumption occasions or attracting new buyers, some others by capitalizing on a trend or differentiating with a premium positioning. Other winners broke the mold with out-of-the-box development and activation.
“BASES Top Breakthrough Innovations celebrate successful new product launches that at their foundation pair good ideas and product delivery with the right in-market activation. These stories highlight the diverse strategies that lead to winning new products. Few of these strategies include stretching beyond traditional category boundaries, targeting a highly engaged consumer segment, and differentiating on emerging benefits and ingredients,” says Gautam Seth, Nielsen BASES Leader for Asia Pacific. “Despite a changing and challenging environment of lockdowns, restricted movement, and social distancing, consumers are still always going to seek out innovations that resolve a point of tension in their lives. Manufacturers that recognize and adapt to the altered consumer needs can quickly turn adversity into an opportunity,” adds Seth.
Current FMCG market trends indicate innovation possibilities in the near future will rest on new trending themes like ‘plant-based’, ‘sustainability’, and ‘personalization’ along with the emergence of the new normal post the onset of the pandemic.
According to a recent survey by BASES1, the most significant aspect consumers want to know while buying FMCG in the food category is nutrition details inside the pack. Additionally, consumers are also seeking to treat themselves while buying premium and tasty products and wherever possible they wish to replicate at home food that they were used to buying before COVID -19.
“Furthermore, consumers’ consciousness towards health and well-being, environmentally friendly products is paving the way to manufacturers to address emerging needs and a holistic approach to meet demand both offline and online,” concludes Seth.
The 2020 BASES Top Breakthrough Innovation Winners:
|Greater China – Chinese Mainland||Coca-Cola Fiber+® and Sprite Fiber+®|
|Greater China – Chinese Mainland||Ran Cha®|
|Greater China – Chinese Mainland||Heytea®|
|Greater China – Chinese Mainland||NESCAFÉ® Cold Brew|
|Greater China – Chinese Mainland||Cornetto® Disc®|
|Greater China – Chinese Mainland||Hongtu® Yam Chips|
|Greater China – Chinese Mainland||Lay’s® Seasonal Flavors|
|Greater China – Chinese Mainland||Langligelang® Corn Green-Vegetable|
|Greater China – Chinese Mainland||Oreo® Hot Chicken and Wasabi Cookies|
|Greater China – Chinese Mainland||Jinmailang® One And A Half Bags®|
|Greater China – Chinese Mainland||Three Squirrels®|
|Greater China – Chinese Mainland||Chando Male® Himalaya Energy Face Wash|
|Greater China – Chinese Mainland||LUX Botanicals® Body Wash|
|Greater China – Chinese Mainland||Okamoto 0.01®|
|Greater China – Chinese Mainland||Olay® Whips (Regenerist, Total Effect, White Radiance)|
|Greater China – Chinese Mainland||Seeyoung® Sulfate-free Plants Shampoo + Conditioner|
|Greater China – Chinese Mainland||Whisper® Koala Pants®|
|Greater China – Chinese Mainland||Yunnan Baiyao® Kids Toothpaste|
|Greater China – Chinese Mainland||Ariel® Lightening Blue and Green Series|
|Greater China – Chinese Mainland||OMO® Three Chamber Laundry Capsule|
|Greater China – Hong Kong||Coca-Cola Plus® and Sprite Plus™|
|Greater China – Hong Kong||NESCAFÉ® Cold Brew|
|Greater China – Hong Kong||Häagen-Dazs® Seasonal Flavors|
|Greater China – Hong Kong||Trappist® Sippa and Spoona Yogurt|
|Greater China – Hong Kong||Dettol® ProFresh Body Wash and Dettol® ProSkin Shower Cream|
|Greater China – Hong Kong||Kotex® Dreamate Overnight Pants|
|Greater China – Hong Kong||Vinda® 4D Deluxe Bathroom Tissue|
|Greater China – Taiwan||Coca-Cola Fiber+®|
|Greater China – Taiwan||Suntory Horoyoi® Chu-Hai Strawberry|
|Greater China – Taiwan||Lay’s® Stewed Beef Noodle Chips|
|Greater China – Taiwan||Wei Lih® Su Piao Xiang® Ma La Tang Instant Noodle Bowl|
|Greater China – Taiwan||Colgate® SlimSoft™ Flex Clean Toothbrush|
|South Korea||Starbucks® by Nespresso® Coffee Capsule|
|South Korea||Bibigo® Porridge|
|South Korea||Pulmuone® YaIP Mandoo|
|South Korea||Perioe® Himalaya Pink Salt Toothpaste|
|South Korea||Downy® Fabric Softener Expert|
|Achievement in Japan||Wilkinson® Tansan Carbonated Water|
Source: 1BASES Internal Trends Survey | n= 2036 across, Chinese Mainland, Hong Kong, Taiwan, South Korea and Japan,| August 2020
About BASES Top Breakthrough Innovations, Powered by Nielsen
The brands that made the 2020 list reflect a wide range of products and approaches that succeeded in making meaningful connections with consumers, an impressive feat within an increasingly crowded marketplace. Beyond BASES requirements for products that reflect strong, distinct qualities such as mass potential, longevity, brand incrementality, category distinction or appeal toward a specific consumer target, this year’s list includes all six of Nielsen BASES’ activation profiles.