Consumer Goods Product Innovation

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FMCG’s Innovation Trends: New product development trends for 2010

Barcelona, September 2009

This document was prepared by Advisium Group staff. The distribution / quotation of this document is allowed but always referring to Advisium Group as the source of it.

Agenda

Introduction and Summary

Consumer Goods Product Development Trends for 2010

How can Advisium Group help you innovating?

© Advisium Group. 2009.

This document was prepared by Francisco Pestana at Advisium Group

p. 2

FMCG Innovation Trends: New Product Development trends for 2010

Scope and reach of this document

This document was prepared to share a point of view of what we at Advisium Group think will be the NPD (New Product Development) trends for 2010 in West Europe and the USA. Other aspects in consumer goods innovation related to insights intelligence, marketing communications and sales promotions will be analyzed in other documents to be released very soon.

Insights Gathering and Analysis

New Product Development

Communication

Sales promotion

Product categories: Foods, Beverages, Household & Personal Care. Countries covered: UK, USA, France, Spain, Germany, Netherlands, Belgium, Italy, Portugal, Sweden. Time period: Launches from April 2008 to September 2009.

Analyzed in this document NOT included in this document

© Advisium Group. 2009.

This document was prepared by Francisco Pestana at Advisium Group

p. 3

FMCG Innovation Trends: New Product Development trends for 2010

Shoppers’ and consumers’ interests as innovation triggers An ideal start point for innovation is to target at least one of its target market / public’s general needs, interests and / or concerns.

Me
General Needs / Interests / Concerns • Health • Convenience • Hedonism • Value savviness

My social circle
• Real vs. Aspirational image: - Fit, exotic, trendy, smart, winning, funny, centered, relax, charisma, values, connected, authentic, hard working…

My world
• Social responsibility • Eco-friendship • Solidarity / sharing

• Products which are less • Health and Wellness Consumption / Shopping Drivers products products

• Products which reinforce /
help to project a real / aspirational self-image shared

• Value-for-Money • Convenient products • Products that mean special Rewards

damaging / intrusive with the world’s natural resources charity effect

• Products that can be

• Purchases that have a • Purchases that later on
help to build a sense of justice (i.e. sharing music)

© Advisium Group. 2009.

This document was prepared by Francisco Pestana at Advisium Group

p. 4

FMCG Innovation Trends: New Product Development trends for 2010

Consumer Goods New Product Development Trends
Description Product Development Trend 2009 Growth Perspectives

• Interest for keeping a healthy and

1 Wellness

Health and

balanced lifestyle, most of the times limited of excesses and complemented with exercising and 100%natural reliefs

• • • •

Bio / 100% Natural Fitness / Calorie Control Functional / Natural Benefits Less added stuff is Better!

• • • •

Medium Medium Medium High

Consumption / Shopping Drivers

• Practical orientation to save self’s

2 Savviness

Value / Time

valuable resources such as time, money, effort, space, …

• Convenience • Value for Money

• High • High

Special 3 Rewards Seek

• Behavior that makes an individual to look
for a reward or a way to disconnect from the daily stress (self-indulgency)

• Hedonism • Collector’s edition • Limited edition

• Medium • Low • High • High • Medium • Low

Self-image 4 Projection / Aspirational Reinforcement

• Tendency to conscious or unconsciously
own and use objects that reinforce one’s aspirational self-image

• Exotic / Stylish • Young Attitude • Retrostyle / Nostalgia

• Sensibility for topics that impact the world’s

5 Awareness

Social

society and its environmental...
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