Lockdown Treats Among Europe's Most Popular New Product Innovations: Nielsen

By Steve Wynne-Jones
Share this article
Lockdown Treats Among Europe's Most Popular New Product Innovations: Nielsen

The extended lockdown period led shoppers to experiment with new and innovative products, paying more for indulgent treats, a Nielsen study on the breakthrough product innovations of 2020 has found.

The Nielsen Bases Breakthrough Innovations report analysed more than 50,000 new product launches, both in terms of sales and other qualities such as mass potential, longevity, brand incrementality, category distinction and appeal toward a specific consumer target.

These are then compiled into a Top 25, which this year includes products from France, Germany, Italy, Norway, Poland, Russia, Turkey and the UK, the latter of which has eight new products on the list.

Innovation Winners

In France, top product innovations include Ferrero's Nutella Biscuits, Moltonel tube-free toilet paper, Danone's Badoit Bulles de Fruits, and L'Oréal's Garnier Fructis Hair Food, while in Germany, novel products include Funny-Frisch Linsen chips, Red Bull Organics, Ben & Jerry's Vegan, and two Henkel products – Perwoll Sport Active Care and NatureBox Hair Care.

In the UK, popular products focused more in indulgence as shoppers were looking for treats during the lockdown period.


This included tea brand Twinings with its cold water tea bags Twinings In'fuse, Diageo's Bailey’s Strawberry & Cream liqueur, Mars for its chocolate Maltesers Buttons, and Pepsico for Walkers’ Max Strong crisps and KP Snacks for McCoys’ Munchos - quesadilla shaped tortilla chips.

Lockdown Measures

“The global lockdown has had a huge impact on consumers," commented Celine Grena, Nielsen Bases Europe Leader. "Deprived of travelling and out-of-home entertainment, they are seeking adventure in other ways and this includes trying new and innovative products.

"What’s interesting is that 44% of this year's winners across Europe have premium pricing, proving that consumers are still looking to fulfil that indulgence and treat themselves. However, the pandemic has come with its challenges and it’s crucial that brands must consider being more flexible and ready to comply with changing consumer’s patterns moving forwards.”

At the same time, shoppers are also seeking to make healthier choices, with 50% of this year's Breakthrough Innovations winners making 'healthier lifestyle' claims, compared to 26% of last year's winners, Grena added.


"This is in line with the growing trend around healthier lifestyles and being mindful about products and sustainability," she said. "We can expect to see this to continue to rise in popularity.”

Nielsen Bases Breakthrough Innovations 2020


Ferrero - Nutella Biscuits
Essity - Moltonel Sans Tube
Danone - Badoit Bulles de Fruits
L'Oreal - Garnier Fructis Hair Food



Intersnack - Funny-Frisch Linsen chips
Monster - Mango Loco Juiced Monster
Red Bull - Red Bull Organics
Henkel - Perwoll Sport Active Care
Unilever - Ben & Jerry's Vegan
Henkel - NatureBox Hair Care


Coca-Cola Italia - Adez
Ferrarelle - Vitasnella Le Linfe



Q-Dairies - Skyr Luftig


Roust - Suplica Flavored Vodka


Froneri - Oreo sandwich Ice Cream
Pepsico - Lay's Football World Cup 2018 edition


Danone - Danone Hupper


Diageo - Baileys Strawberry & Cream
Mars - Maltesers Buttons
McCain - McCain Home Lighter Chips
Twinings - Twinings In'fuse
HaloTop International - HaloTop
Unilever - Hellmann's Vegan Mayo
Pepsico -Walkers Max Strong
KP Snacks - McCoys Muchos

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.