The importance between innovation success and the leading retailers

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.

1. 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.
2. 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.
3. 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.