Innovation in different countries

Posted by Filipa Silverio on Mar 02, 2021

This week we continue our theme of innovation looking at how innovativeness differs by country. We also develop last week’s Discounter listings topic into what is the ‘right’ brand and finally summarise the key drivers of FMCG in 2020 in Western Europe.


  1. There are a number of guidelines for turning a listing at Discounters into a win-win. The brand or SKU must be dynamic and highly visible in store; at a discounter price point with a pack size to help justify the expected premium; and show innovation.
  2. Attitudinal innovativeness impacts the success of new products. This varies significantly by country and is one of the factors to be considered when building new product objectives and launch strategy.
  3. The pandemic had significant impacts on the take-home grocery market in 2020. Below is a summary of the main drivers and changes in shopping behaviour. Inflation remained low and price promotion usage dropped as people weren’t shopping around.