How Can You Ensure Your New Product Will Be The Next Big Thing? In our last report, we discovered how emerging trends such as Vegan don’t necessarily make products more popular when they hit the mainstream shelves of retailers. So, how can you predict when your product or NPD concepts will tip from being cool with the minority to adopted by the masses and commercially successful?
So, How Much Is Vegan Truly Converting Consumers? In our latest study, we sought to test how much emerging concepts hitting the mainstream are likely to translate into trial, purchase intent and commercial success. Vegan is a trend that has fast been adopted by restaurateurs, food manufacturers and retailers across the UK. It’s perceived to be a highly-lucrative area for new product development. However, aside from the noise being made in the FMCG sector and trade press, how ready are mainstream UK consumers to adopt it into their everyday lives and how differentiating and value-adding is Vegan to product ranges? Our latest research suggests that simply introducing or reformulating a product as Vegan doesn’t necessarily mean you’re going to be onto a commercial winner and VYPR is helping brands to identify the pitfalls to avoid.
Is your category at risk from a new breed of “insurgent” brands? According to Bain’s analysis of over 90 fast-moving consumer goods categories, a new breed of “insurgent” brands has outpaced category growth rates 10 fold in the last 5 years; capturing 25% of total growth in sales from 2012 – 2016. The data is from the USA, but the analysts are seeing similar trends globally in developed markets, including the UK.