Watch podcast on You Tube: https://youtu.be/hn0rCMYo5YE

48% of launches reduce category spending. That’s not a typo.

Nearly half of innovation doesn’t expand the category, it redistributes spend.

In Episode 1 of our podcast series focused on Innovation: The innovation advantage: How advantage is built. We look at what happens after launch as most innovation looks good at launch.

But what matters is what happens when:

•       The spotlight moves on

•       The promotion ends

•       The numbers normalise

We unpack why behavioural direction, repeat, repertoire role, occasion expansion, is the real measure of advantage.

Find out more: Creating the innovation advantage - Worldpanel by Numerator

Read more: https://worldpanelbynumerator.com/insights/innovation-advantage-fmcg-category-growth

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