Is sustainable food packaging important to consumers?

Sustainable food packaging: how important is it to consumers?

According to a recent article from The Guardian, shoppers are starting to prioritise whether they can recycle or reduce their food packaging when shopping. Previously, the primary concern for shoppers was price, but emerging trends are continuing to gather pace: environmental considerations, vegetarianism and veganism, and ethically-sourced produce.

How Evidence-based Innovation can Improve on Traditional Approaches

85% of new products fail in the first year. The cost to develop a product is too high in comparison to its performance, and the innovation process in consumer goods is not as streamlined as it could be.

Big Brands and the Innovation Struggle: Time to Turn to Startups?

Big Brands and the Innovation Struggle: Time to Turn to Startups?

What do a multi-billion pound global food corporation and a startup with two people working out of their kitchen have in common? It’s pretty simple: overcoming the innovation struggle is key to success for both companies. While the two extremes of the spectrum have vastly different challenges, some big brands are now turning to the […]

Science Uncovers How To Turn New Concepts Into Mainstream Successes.

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?

A recent study in the journal Science suggests that people’s preferences and actions are influenced by social dynamic and that you need at least a quarter of your audience to elevate something from hipster trend to mainstream.

As reported in The Independent newspaper and the journal Science, 200 people took part in an online naming game where they were shown a face for which they had to come up with a name alongside an anonymous partner. To win, they both had to write down the same name. They were then shown the suggested names after the round ended.

After a number of rounds with different partners, and when at least 25% of people chose the same name, this very quickly became the majority viewpoint.

There are multiple ways to iterate your product’s way to success, whether it be at concept stage, in the final waves of refining a product to go to market or in the trenches, pulling a product’s failure on shelf to pieces after the launch. Interestingly, VYPR works in a similar way to the Science journal study.

VYPR’s technology connects your products to consumers like never before. We break down every element of new and existing product propositions into their constituent parts; testing their relative contributions to product performance with 1000s of consumers via smartphone, both online and in store. Combining these insights with social listening data – for instance – could help you to predict just how ready your audience is to adopt your product concepts or help you to change them towards a better outcome.

Read on or contact us here.

Image courtesy of Eater.

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture.

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year. 

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

There’s Something You Need To Know Before Jumping On The Vegan Bandwagon.

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.

In case you’re unclear, vegetarianism refers to a diet based on plants and grains, but may still include eggs and dairy. Like vegetarians, vegans don’t eat any animal flesh. But, they also leave dairy foods, eggs and any other animal-derived items off their plates and out of their lives altogether.

We tested a range of products and found that the Vegan badge – marketed as a headline differentiator – doesn’t necessarily translate into strong purchase intent (today at least). For instance, 69% of the VYPR panel would purchase a product marketed as a Vegetarian Ready Meal, but when marketed as a Vegan Ready Meal – and all other things being equal – the percentage of consumers willing to purchase the product reduced dramatically to just 49%.

In the biscuits category, we also found that the Vegan badge added no value to the purchase intent of consumers, resulting in 44% of consumers willing to purchase the product tested in both cases. Vegan or not, this potentially suggests a more fundamental rejection of the product that a trending concept would add little value to solving or elevating.

There is undoubtedly growth in plant-based and Vegan foods. Our research suggests, however, that putting a Vegan logo on a product will not necessarily make it more popular. In our view, companies need to think carefully about how plant-based foods integrate with peoples’ everyday lives – whether you’re a practicing Vegan or not – and understand whether marketing them as “suitable for Vegans” works better than headlining them as Vegan.

It may be that the Vegan badge dissuades some people from purchasing, as they see it as not being a product developed for them (perhaps akin to gluten-free products). Or, maybe the concept of Vegan products and their wider benefits beyond the animal protection movement itself (e.g. being perhaps suitable to those with certain allergies) is not broadly understood by everyday consumers. For many, it may be that Vegan should be a secondary message to help consumers navigate and make the right choice, rather than it being flagged as a headline selling point.

Either way, VYPR can help you to test and iterate your way through the minefield and make sure that every product in your range is optimised for purchase intent, both before it hits the shelves or to explain why it might not be flying off them when launched.

Read on or contact us here.

Image courtesy of Avant-Garde Vegan.

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture. 

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year. 

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

Name *
Name

Bain Report: 90+ FMCG Categories At Risk

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.

As consumer needs change, these small and agile brands are responding at increasingly lower cost and faster paces to innovate. They are unencumbered by archaic product development processes, quick to adopt digital technology to improve insight and product performance at retail and doggedly pursue the optimisation of their hero products before considering expansion. VYPR is proud to work with some of these brands, as well as supporting established businesses willing to embrace more agile methodologies to improve product understanding and performance.

At the heart of all of this is a commitment to agility: to survive, grow and thrive. Their consumer propositions are clear and authentic and their brands are activated in innovative ways across multiple channels. Critically, insurgent brands are focused on relentless test and learn programmes to drive up brand memorability, shopper visibility and range productivity.

For instance, Bain cites one beauty company that developed a minimum viable product within two days and launched a new click-through social media campaign within four weeks. 

Across the FMCG spectrum, VYPR is playing an increasingly pivotal role when it comes to supporting agile product development process. With VYPR, every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

From initial concepts, product names, branding and packaging to ingredients, colourways, pricing and marketing messages, the anatomy of every product is different and it can be difficult to decipher what is truly driving purchase behaviour in store. Every week, we test 1000s of variables that make up every product with consumers, providing effective tools and techniques that deliver fast, statistically-robust and consumer-led intelligence to enhance, accelerate and predict existing/new product performance.

Whether you’re focused on optimising your existing products or testing new concepts, VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why 100s of product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day, throughout some of the UK’s leading retailers and manufacturers.

Click here to see our case studies or contact us to find out more.

You can also see the full Bain article here.

Headline image courtesy of deliciousliving.com

Get To Better Products Faster.

Ask anything of our panel of 1000s of consumers, available 24/7 via the VYPR App and website. Sit back and watch the results as they come in. VYPR makes rapid prototyping a reality, enabling suppliers and retailers to quickly validate unlimited hypotheses throughout the NPD process, from early stage product development to prelaunch refinement. Our geo-fencing technology enables consumers to answer questions live, during their shopping missions in store and at fixture. 

Over 90% Of Clients Generate ROI & Renew Their VYPR Licence Every Year. 

VYPR can save you £000s in product development and failed launch costs, as well as getting your product to market faster. That’s why the UK’s leading product developers, marketers, commercial managers, category managers and buyers choose to deploy VYPR every day. Every SKU can be optimised to the nth degree, ensuring that every product achieves its greatest potential.

Contact us now to road-test VYPR.

To learn more about how VYPR can help you, simply dial +44 (0) 161 694 6320 or complete our contact form below.

We’re open Monday to Friday 09h00 – 17h00.

Name *
Name

We’ll help you with ideation, concept testing, packaging claims, pricing and more, from beginning to end. See what Vypr can do for you.