Best selling new brands of 2017
Innovation is vital to grow brands and sustain category value.
Range rationalisation has made it ever harder for new NPD to find shelf space, and brands need to quantify the impact of a launch.
Being big is not enough on its own; our analysis of the best selling new brands of 2017 also looks at how incremental those sales were.
For a new brand, cannibalisation of the existing range needs to be avoided. For retailers, innovation is a success if it adds value to the category, not only stealing from other lines.
Get in touch to find out more about how to plan your NPD to maximise the benefit for both brand and category.