Brand Extensions Dominate Fmcg Innovation In Germany According To Nielseniq Bases Annual Breakthrough Innovations Report

NielsenIQ BASES is delighted to announce the launch of its 2021 annual Breakthrough Innovation Report which awards the most successful consumer packaged goods product launches.

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The NielsenIQ BASES Breakthrough Innovations Report, which celebrates its 10^th anniversary this year, has unveiled the most stand out innovations of the FMCG world that have made the biggest impact within the market over the last two years. Germany stands out as one of the most innovative markets across Europe, accounting for nearly 1 in 4 of the winners this year.

Of the 98 European winners named in the report over the last decade, over 90 percent are still in the market . When you compare this figure to the regularly used statistic of 90% of new launches failing to survive beyond two years, this demonstrates that NielsenIQ BASES has got its finger on the pulse when it comes to identifying the winning formula for new product launches.

Celine Grena, European BASES leader, comments: “It is worth noting that when you go back to the first report launched 10 years ago, trends such as ‘shopping locally’, sustainability and convenience were the ‘ones to watch’. While these trends still exist, a number of these are gradually crystallising into the standout theme of mindful living. In fact, over half of the winners this year have at least one mindful living claim, versus only about one quarter in 2019.”

The report also highlighted some incredibly well-executed home maintenance product launches within the winners, such as Finish Quantum Ultimate, which evolved its communications to include environmental benefits, in line with current trends.

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Grena, continues: “One of the key things we are seeing in this year’s report is that consumers are more aware and informed than ever. As a result, they expect much more from their products – whether that’s health benefits, sustainability, locality or convenience – and consumers are willing to pay a premium to get it. Looking at this year’s winners, they’ve built their success through syncing their innovation strategy with their in-market activation. The most successful activation strategies leverage multiple trade and media touchpoints to address the full breadth of their potential consumers.”

Germany Winners (listed in alphabetical order)

• Finish Quantum Ultimate (Germany & UK)
• Hanuta Riegel
• Magnum Vegan (Germany & UK)
• Persil 4-in-1 discs
• Scholl Dry Skin Foot Mask

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