Monitoring new product innovation is not just about spotting what is new, it is about finding what lasts. This report reveals how to look beyond and learn how tracking product launches, market expansion and longevity transforms innovation into a strategic advantage. By mapping the full lifecycle of innovation, it helps brands spot high-potential opportunities and ideas, avoid costly missteps and build smarter, more resilient pipelines in a fast-changing, high-stakes market.
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This report comes in PPT.
Innovation rebounded modestly in 2024, with nearly all growth coming from sub-brand launches. Rather than building entirely new brands, companies leaned into lower-risk, more targeted innovation often expanding existing lines in growth categories such as soft drinks. The US remained a key driver of this rebound, reinforcing its role as a global innovation hub.
Popular health claims, such as “hydration” and “no added sugar”, dominate new product launches, as niche claims, such as “mental health”, gain traction. These broad benefits help brands reach larger audiences, stand out in crowded markets, justify premium pricing and avoid the risk of niche claims lacking mainstream appeal.
Following a product launch, its ability to scale across retailers and markets is a strong signal of commercial viability. It offers critical insights that support new product development, refine go-to-market strategies, and uncover growth opportunities. Leveraging strategic product claims enhances adaptability across markets, while a deeper understanding of category-specific NPD dynamics is key for setting realistic benchmarks and measuring launch success.
Tracking the performance of new product launches reveals what drives lasting success versus what fails, helping brands avoid costly failures and ensuring a focus on products with sustained market relevance.
Products that align with strong consumer trends and local preferences show higher survival rates, especially in competitive, dynamic, trend-driven markets. Understanding these drivers boosts innovation resilience by guiding smarter resource allocation and market-fit innovation.
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