In October, NielsenIQ unveiled its review of consumer product innovations that marked the year. Some daring bets paid off, thanks to a real value proposition which has won over consumers with the support of perfectly adapted marketing and communication systems.
The “Innovations, Products and consumer expectations »Nielseniq presents the top 20 of the best launches 2022 (PGC FLS). As a prospect and prospective, This study is more particularly interested in innovation and consumer expectations in terms of consumer products : Eco -responsible expectations, "pleasure" purchases, "Best for yourself", etc. "In a context of returning to a pre -crisis consumption, Never has the pleasure have been so preponderant among the best PGC FLS launches : at the first 20 places, There are 19 food innovations, the majority of which directly responds to this notion of pleasure or indulgence ", comments David Lecomte, Analytical manager at Nielseniq.
Bubble Go, No 1 from the top 20 of the best launches 2022
Perfect launch timing, precise targeting, Proposal for value in line with consumer expectations, Tailor -made marketing and communication plan : Bubble Go has hit the headlines with its launch. With a turnover of three million euros in hyper and supermarkets, Bubble Go makes the best launch in France in 2022. In just sixteen weeks, This product reached 4,5 % value market share, and this despite a modest diffusion. The summer weather and a promotion campaign in store with a staging worked thanks to the POS have largely participated in the plebiscite of this product, Not to mention many posts on bubble teas shared by those under 30 on social networks. Bubble Go is not the only one to treat its communication with young people. Other brands have also relied on people or influencers to enhance their products with the general public : Delamama pizzas are supported by Mister V, Yaly par gims, Brand Corner. If for some brands the success is there, "Be careful however at the Hand Spinner effect", considers David Lecomte. If innovating is a prerequisite, This is not enough to last. The study reveals that on average, less than one in three innovation is still present on the shelves six years after its launch. Only two thirds are still on the shelf three years after launch.
PGC innovation : What Paris for tomorrow ?
The Nielseniq study does prospect and prospective on this issue. It reveals that the innovations produced "pleasure" and "best for oneself" have the favor of consumers in 2022. Only 24 % of French households have reduced their expenses of "pleasure" products this year despite the crisis and inflation which invite them to review the composition of their basket and their priorities of purchase. The "best for yourself", particularly in terms of nutritional composition, has the wind in its sails. In parallel, The trend of "best for the planet", The alternative to short -term plastic and new long -term culture methods are also one of the trends with high potential for the future (sustainable products, regenerating agriculture or vertical firm). Darpas Madrigal, also analytical manager at Nielseniq, "These better health and environment trends are nevertheless come up against the growing budgetary constraints of French households. Even if it is relevant to work on offers of this type and more valued, The main challenge will be to find the right price price, profits. Another way of seeing things is to work more on the relevance and transparency of information on this type of offer. Thus homes with the means to go to these products will understand better why it is important to make this effort and will generate a virtuous circle for the company, the planet and health ”.
