The Path To Breakthrough Innovation
Nielsen conducted an analysis of 3,439 newly introduced consumer products to determine 14 winning products that demonstrated breakthrough results in innovation. The conclusions and insights from this study, along with case studies for the winners, are found in the newly released Breakthrough Innovation Report.
The 2013 Nielsen Breakthrough Innovation Winners:
- Chattem – Allegra® Allergy
- Colgate Palmolive – Colgate® Optic White™
- Dannon Oikos® Greek Yogurt
- Del Monte – Milo’s Kitchen® Home-Style Dog Treats
- General Mills – Fiber One® 90 Calorie Brownies
- Hershey – Reese’s® Minis
- Kelloggs – Special K Cracker Chips
- Kraft – MiO Liquid Water Enhancer, Velveeta Cheesy Skillets
- Monster Beverage Company – Monster Rehab®
- Nestle – Skinny Cow Candy
- P&G – Downy UNSTOPABLES™ In Wash Scent Booster
- TalkingRain – Sparkling Ice
- Unilever – Magnum® Ice Cream
To be a Breakthrough Innovation Winner, a product needed to satisfy three requirements:
- Relevance: Winners must be relevant and generate year one U.S. sales of $50 million or greater in Nielsen-measured channels (food, drug, convenience, dollar store and mass merchandise).
- Endurance: Winners needed to achieve at least 90 percent of year one sales in year two. This measure confirms a sustained level of consumer demand yet allows for some drop in revenue during the transition from trial to adoption.
- Distinctiveness: Winners must deliver a new value proposition to the market. We excluded brand restages, ingredient reformulations, re-packaging, size changes and other minor refinements to existing brands.
Start With Demand-Driven Insight
The quest for innovation begins with a search to identify the unarticulated desires, partially expressed needs and recurring frustrations in consumers’ lives. Demand-driven insight is about uncovering latent demand—finding something consumers aren’t getting because companies haven’t learned that they want it or haven’t found the best way to meet it.
Follow Through With Demand-Driven Development
From beginning to end, the best innovation teams develop the idea, concept and product with faithful adherence to the consumer insight. The concept, product and go-to-market execution all must align, unconstrained by established process, existing resources and marketplace assumptions.
The Need for Pervasive Leadership
There are countless hurdles that a product must clear between the idea, the launch and years of marketing support. That’s why the process requires top-down, bottom-up, inside-out, and outside-in leadership throughout a committed organization.
When these three principles are tightly woven together, they produce outstanding results.
The findings and case studies are published in the Breakthrough Innovation Report, which can be downloaded here.
Media inquiries: Please contact Meg Chari by sending an email to firstname.lastname@example.org.