When considering new launches, the role that advertising plays is consistent: Advertising drives awareness; awareness drives trial; and trial drives volume. It makes sense therefore, that when compared to existing products, new products are more reliant on advertising support to grow.

While the “fewer, bigger, better” mentality is still the most prevalent route that brands take, it isn’t the only road to innovation success. A growing number of innovations are finding success through varied launch strategies, such as focusing on a targeted cohort, increasing an interested...

The impact of COVID-19 on the U.S. pet retail industry has been substantial, with sales numbers fluctuating at historic proportions. Year-over-year in-store and e-commerce sales up by double-digits, but sales trends have fluctuated following pantry stockpiling in March.