The sentiment around staying safe and hygienic has amplified the relevance of certain product claims. Specifically, consumers now believe product claims focused on killing germs, providing immunity and overall health promotion are more relevant than claims around naturalness, sustainability,...
Many CPG marketers are looking to use agile innovation, but Nielsen research has found that lifting an approach that works quite well for many technology companies may have less successful outcomes in CPG. To be successful, marketers need to adapt the agile development steps of design,...
This year’s winners represent a wide range of business situations across food, beverage, personal and home care. Some transformed brands; others tacked challenges with competing in saturated categories; and some adapted heritage brands to stay relevant amid an evolving FMCG landscape.
This report demonstrates the importance of evaluating the incrementality potential of new products early in the process and provides different avenues for maximizing incremental growth.
In this report we share our learnings and best practices on how to maximize your return on innovation at every phase of innovation development.
Today, FMCG manufacturers are under enormous pressure to innovate faster. As a result, manufacturers are cutting corners to be more agile, yet are doing so at the expense of valuable consumer feedback and opportunities for refinement.
Imagine the following scenario: You’re the marketing manager for a leading brand of household products, and you’re considering a new line of eco-friendly, multi-purpose cleaners. You’ve studied market trends, measured your competition, and conducted exploratory focus groups and consumer...
The 2016 Breakthrough Innovation Report, Europe Edition, celebrates 11 of the most successful new product launches across Europe
What causes a consumer to pull a product into their lives? Simply put, we bring a product into our lives because it meets a need or desire. That’s the crux of Jobs Theory: doing a job that needs to be done.
Supporting both the core business and adequately growing innovations are equally critical to sustained growth. So how should companies optimally slice their media investment to support both?