• 70% of purchase decisions are made in store

NPD is more and more a matter of renovation as opposed to innovation. As such manufacturer brands are becoming increasingly important in providing product differentiation.

The NPD process for fmcg suppliers is extremely time and cost intensive. A lot is at stake and being confident that NPD will generate incremental sales for a business is critical.

Ensuring retailer listings of a new line where category facings are of a premium requires empirical evidence that your product will not only sell but will enhance the reach of the category as a whole.

You might have a cracking new product, your target market loves the product, they say they will buy it, it adds reach to the category and will not cannibalise your existing portfolio sales; but put it on a fixture and the shopper doesn’t notice it.

The final step in NPD is to optimise the packaging, ensuring it is communicating the right message to shoppers and critically will stand out among the crowd of sku’s with which it is competing.