Decoding Innovation: Signals, Scale and Survival

July 2025

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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Key Findings

Brands shift towards growth through line extensions and renovation

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 claim launches drive innovation and value

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.

Post-launch expansion analysis unlocks commercial potential

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.

Launching is only the start - true innovation resilience comes from tracking what survives and what fails

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.

Market and category variability in product success

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.

 

Why read this report?
Key findings
Gaining a competitive edge through smart innovation tracking
Strategic innovation forging the path to growth
Renovation over revolution: Sub-brand launches drive growth
Navigating innovation: FMCG leaders’ strategies for Success
Innovation leaders and laggards: A country-level view
Decoding innovation success through an NPD lifecycle lens
Uncovering the signals: Health claims and innovation in FMCG
Health claim signals in focus: Where consumer priorities are heading
Cross-category signals: Shared health claims pointing towards growth
Timing is everything: Leveraging seasonal patterns to optimise new product launches
Strong cross-market opportunities for innovation with the right claims
Aligning claims with consumer value: Unlocking premium pricing opportunities
Recommendations for growth
Tracking expansion to drive innovation: lessons from retail, market and category rollouts
Identifying optimal partners for impactful go-to-market strategies?
Brands weigh up the benefits of launching in generalists versus specialists?
Rapid, multi-retailer expansion to identify high-performing product launches
Rapid expansion of Liquid I.V. as Unilever bets on functional hydration
Scaling innovation: Cross-market launches as proof of product relevance
Strategic product claims enable cross-market adaptability in sun care
Monitoring market-level NPD to identify winning strategies: Sun care in India
Using product launch data to track category convergence
Recommendations for growth
High stakes in FMCG innovation: The challenge of staying relevant
Market-specific challenges and opportunities: T ailoring strategies for lasting success
From moisturising to treatment: Vaseline reframes body care, where it works!
Sweet spot: Hershey’s bets on evolving and traditional tastes in emerging markets
Health claims drive staying power: Key attributes for staying power in FMCG
Briantos Delicious Paté: Staying power through health-driven innovation
But not all claims are a natural fit: Understanding category context for longevity
No shelf life: Why Edelika’s peppermint tea failed to brew consumer interest
Recommendations for growth
Recommendations for sustainable innovation
Five steps to successful data-driven innovation decision making
Innovation recalibrated: the path to growth
Questions we are asking
Passport Innovation: what is covered?
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