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.
According to leading scientists, the world will run out of food by 2050, thanks to a population boom, which has producers across the planet looking at new ways to keep us all fed in the decades to come. According to recent reports (including the BBC’s Today programme this week), that means it may soon become legal in the UK to use insects as a food source for chickens that will ultimately end up on British plates. In the latest of our series on food waste innovation, we sought to find out just how accepting consumers are to the change and what this means – most importantly – for purchase intent.
Food waste is high on the political agenda. This week, VYPR commissioned a report on consumer attitudes and behaviours surrounding food innovation in waste, importantly seeking to understand how this might impact purchase intent. Over 70% of consumers claimed that they would buy products featuring ingredients that would normally go to waste. 90% of respondents feel that waste is a serious issue, while 93% of UK consumers claimed that they felt individually responsible for taking action to reduce waste. Importantly, 89% indicated that they want to make a difference to tackle the problem, which surely puts pressure on food manufacturers and retailers to proactively empower their customers to take action. However, when we delve deeper and it comes to trying new innovative waste concepts, it is clear that there is still a long way to go to convince consumers to behave differently and embrace change.
Our clients are always on the hunt for inspiration to fuel their NPD or add something new and innovative to existing product ranges. VYPR comes into its own when testing new ideas and concepts. So, in the last month, we’ve picked out 6 key trends that are edging their way into the UK mainstream – Indian Street Food, Portuguese Cuisine, West African Cuisine, Japanese "Dude" Food, Vegan Food and Flexitarian meat products – and put them to the test across the VYPR panel. Whereas you’d expect certain shoppers to warm to certain flavour profiles, what is more interesting is to see just how complex the breakdown of acceptable trial formats would be across different supermarkets and demographics. It certainly isn’t one format fits all.
New NHS guidelines advise limiting children’s snacks to two-a-day, each under 100 calories, following Public Health England warnings that primary school children could be consuming 3x their recommended daily limit of sugar. VYPR commissioned a report on what this means for purchase intent among consumers and the results are in.
Every year, we are inspired by the festive launches from the world of retail and M&S Food has long held a pioneering status in the innovation stakes, showcased annually at Christmas in store. Here at VYPR, we’re massive advocates of the power of incrementalism, defined as the gradual enhancement of product performance through a blend of innovation and marginal improvements, delivered over time, component by component. Just take our montage on the humble Christmas turkey and it’s obvious to see that M&S have been delivering a masterclass on this in spades for generations!
According to this year’s BDO Food and Drink Survey, 92% of manufacturers stated that NPD will be the most important factor determining revenue growth, with 66% of respondents looking to technology and automation to improve efficiency. There are two key challenges that need to be considered in this context: 1) finding the right tech to streamline your NPD/EPD process and 2) taking the right steps to better assure certainty of NPD performance. Here’s how we can help.
This week, VYPR users completed their 10,000th Steer on the platform, which has got us both a little nostalgic and thinking about the future. In a recent podcast on the Future of Grocery, McKinsey points to price pressure for the malaise in FMCG innovation and the adoption of technology, automation and constant, iterative testing as its salvation. Launching NPD remains one of the biggest gambles in FMCG. No matter what investment you put in, the gap in understanding between what we think will happen when a new product launches versus what happens when a shopper faces on to the fixture is enormous. VYPR gives you live feedback from consumers on how NPD is performing and – more importantly – why your product may or may not be flying off the shelf.