Brands including Nivea, Robinsons, Strongbow, Vanish and Volvic have been named in Nielsen’s annual 2015 Breakthrough Innovation Report.
The report follows analysis of 8,650 FMCG product launches across Europe to determine the most innovative new product launches of the year.
To be classed a breakthrough innovation winner, product launches had to meet three criteria: deliver a new proposition (not just a refinement); generate at least £10/€10 million sales in their first year of trading; and maintain at least 90% of their sales in the second year. Only 18 product launches achieved this in 2015.
The brands to feature in this year’s report included: Arie 3-In-1 Pods, Cadbury Dairy Milk Marvellous Creations, Die Limo Von Granini, Dompé, Garnier Fructis Schadenlöscher, Nivea Cellular Anti-Age, L’Oréal Paris: Elvive Fibrology, Lay's: Xtra, Robinsons: Squash’d, Tchibo Barista, Vanish Gold Oxi Action and Volvic Juicy.
“Three out of four new SKUs fail to generate even £100,000 sales in their first year of trading and are often delisted by retailers,” explains Marcin Penconek, VP of Nielsen’s innovation practice in Europe, and co-author of the report.
“Breakthrough innovation is extremely rare but, despite perceptions amongst some, it’s neither random, nor down to luck, nor magic. There are clear patterns behind why consumers pull some products and not others into their lives.”
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.