A report by research firm Nielsen analysed 8,500 FMCG launches in Europe since 2013. Of those, only 18 achieved “breakthrough innovation” success. To be classed a winner, product launches had to meet three criteria: deliver a new proposition, generate at least £10 million sales in their first year of trading and maintain at least 90% of their sales in the second year.
Of the products that managed to survive the first tumultuous years, many were rolled out by brands such as L’Oréal, Mondelez and Unilever. But it isn’t necessarily a big brand name that can help drive a successful launch, says Read full story ›
Source: Marketing Week
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