What the FMCG market thinks happens with NPD, is often contrary to what actually happens
In the UK each year, 30,000 new products enter the marketplace.
That is enough to fill a small supermarket.
There is a perceived wisdom that eight out of ten of these new products will fail.
Yet what we observe is an average lifespan of 4.5 years for new FMCG products with more than 50% of brands still going strong in their third year
For further insights explore our presentation on FMCG innovation: