FMCG Brands Capitalize on Innovation Trends to Drive Business Growth in the New Normal

The 2020 Top Breakthrough Innovation winners released by Nielsen BASES for East Asia region

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 MainlandCoca-Cola Fiber+® and Sprite Fiber+®
Greater China – Chinese MainlandRan Cha®
Greater China – Chinese MainlandHeytea®
Greater China – Chinese MainlandNESCAFÉ® Cold Brew
Greater China – Chinese MainlandCornetto® Disc®
Greater China – Chinese MainlandHongtu® Yam Chips
Greater China – Chinese MainlandLay’s® Seasonal Flavors
Greater China – Chinese MainlandLangligelang® Corn Green-Vegetable
Greater China – Chinese MainlandOreo® Hot Chicken and Wasabi Cookies
Greater China – Chinese MainlandJinmailang® One And A Half Bags®
Greater China – Chinese MainlandThree Squirrels®
Greater China – Chinese MainlandChando Male® Himalaya Energy Face Wash
Greater China – Chinese MainlandLUX Botanicals® Body Wash
Greater China – Chinese MainlandOkamoto 0.01®
Greater China – Chinese MainlandOlay® Whips (Regenerist, Total Effect, White Radiance)
Greater China – Chinese MainlandSeeyoung® Sulfate-free Plants Shampoo + Conditioner
Greater China – Chinese MainlandWhisper® Koala Pants®
Greater China – Chinese MainlandYunnan Baiyao® Kids Toothpaste
Greater China – Chinese MainlandAriel® Lightening Blue and Green Series
Greater China – Chinese MainlandOMO® Three Chamber Laundry Capsule
Greater China – Hong KongCoca-Cola Plus® and Sprite Plus™
Greater China – Hong KongNESCAFÉ® Cold Brew
Greater China – Hong KongHäagen-Dazs® Seasonal Flavors
Greater China – Hong KongTrappist® Sippa and Spoona Yogurt
Greater China – Hong KongDettol® ProFresh Body Wash and Dettol® ProSkin Shower Cream
Greater China – Hong KongKotex® Dreamate Overnight Pants
Greater China – Hong KongVinda® 4D Deluxe Bathroom Tissue
Greater China – TaiwanCoca-Cola Fiber+®
Greater China – TaiwanSuntory Horoyoi® Chu-Hai Strawberry
Greater China – TaiwanLay’s® Stewed Beef Noodle Chips
Greater China – TaiwanWei Lih® Su Piao Xiang® Ma La Tang Instant Noodle Bowl
Greater China – TaiwanColgate® SlimSoft™ Flex Clean Toothbrush
South KoreaStarbucks® by Nespresso® Coffee Capsule
South KoreaTerra®
South KoreaBibigo® Porridge
South KoreaPulmuone® YaIP Mandoo
South KoreaPerioe® Himalaya Pink Salt Toothpaste
South KoreaDowny® Fabric Softener Expert
Achievement in JapanWilkinson® 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.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.

Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.

An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the world’s population. For more information, visit



Anupriya Deepak