Innovating for Growth

Kantar Worldpanel, an international company dealing in consumer knowledge and insights, highlights what drives category growth, with surprising results in the respect that so few innovations attract new category buyers.

In This Report...

We have identified all innovations from the last two years in a sample of five markets spanning both developed and developing markets: Brazil, China, Mexico, Spain and Great Britain.

A total of 88,262 new products have been in the market for at least one year. For the purposes of this report, and in order to give a fair reflection from across our markets, we are going to filter our study to those launches that achieve either 1% market penetration or reach at least 500,000 households in a year.

Overall, we will be analysing a total of 1,111...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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