Posted by Filipa Silverio on Apr 06, 2021
This week we look at the very important link between innovation success and the leading retailers – in terms of trial and longevity. In addition, we have the first indications of which brand tiers succeeded even more than the market in 2020.
- There is close to a one-to-one relationship between the number of buyers for a new product and the number of retailers in which the new product is listed – a clear way to create and monitor realistic new product objectives.
- Every additional retailer listing contributes to better chances of the new product surviving at least one year after launch. A second way to understand new product success and likely longevity.
- Based on 4 countries, so far, the average brand share for the number one brand increased in 2020 and at least in Western Europe, Private Label dropped back.