Watch podcast on You Tube: https://youtu.be/hn0rCMYo5YE
48% of launches reduce category spending. That’s not a typo.
Nearly half of innovation doesn’t expand the category, it redistributes spend.
In Episode 1 of our podcast series focused on Innovation: The innovation advantage: How advantage is built. We look at what happens after launch as most innovation looks good at launch.
But what matters is what happens when:
• The spotlight moves on
• The promotion ends
• The numbers normalise
We unpack why behavioural direction, repeat, repertoire role, occasion expansion, is the real measure of advantage.
Find out more: Creating the innovation advantage - Worldpanel by Numerator
Read more: https://worldpanelbynumerator.com/insights/innovation-advantage-fmcg-category-growth
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