A new study by research firm Nielsen has named Mondelēz International, Jacob Douwe Egberts and General Mills as the top FMCG product innovators in the UK market.
Nielsen's Top 25 Breakthrough innovations list acknowledges recent product innovations across various FMCG categories in Europe.
Mondelēz was named on the list for the development of its Cadbury Roundie SKU, while Jacob Douwe Egberts' L’OR Classique and General Mills' Nature Valley were also recognised.
Outside of the UK, other brands featured on the list include Italian food brand Barilla for its new biscuit for Italian consumers, Buongrano Mulino Bianco, and Heineken for its Heineken 0.0 alcohol-free beer, which entered the French market. In non-food, L'Oréal's Maybelline Superstay Matte Ink lipstick made the list, as did P&G for its Lenor 3-in-1 Pods.
Differentiated Offering
“In today’s FMCG marketplace, the pressure on marketers to innovate and provide a unique and differentiated offering is high," commented Smruti Kulkarni, Europe leader, machine learning and design solutions at Nielsen
“Over time, consumer needs and attitudes have evolved, with the emergence of e-commerce, private labels and exposure to digital platforms providing personalised messaging from brands. This fierce competition for consumer’s attention has made product innovation a challenging feat for FMCG companies.”
In order to make it on to the list, brands needed to display distinctiveness, relevance, endurance as well as a host of broader strategies to make them successful.
“Successful innovation can come in many different forms — some could be disruptive game changers, while others could be launched to fend off competitive pressure, or with the idea of tapping into an emerging consumer trend," Kulkarni added.
"Some of these brands have challenged the traditional notion of success. Across Europe we can see some remarkable innovation stories where different approaches have been taken to solve a business problem."
The full list is as follows:
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
