Throughout the past several years, the U.S. has weathered a wide variety of storms, both literally and figuratively. The Great Recession was followed by a long and very unsteady recovery. Employment and underemployment continue to be challenges, and gas prices have again inflated, leaving consumers tentative about the economy. Also, drought conditions, hurricanes and super storms around the world in recent years have dealt a sizable blow to crops, driving up cost of inputs and, ultimately, consumer prices.
It is not surprising, then, that consumers continue on a relentless pursuit for value. It’s critical for CPG marketers to understand, though, that value does not necessarily mean CHEAP. It means different things to different consumers and across different categories.
CPG marketers are successfully embracing “the new,” whether it is ingredients, technologies or ideas, to deliver enhanced value to consumers and drive growth across their own brands. Success is not confined to the big players in the industry. Smaller companies can, and do, play a large role in driving industry change by bringing to market unique products that identify and deliver against critical consumer needs and wants.
This report provides insights into the most powerful CPG product launches of 2011 and 2012, and reveals some of the key secrets that led to their successes. These products are best-in-class examples of how to beat the daunting new product odds.
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