ASES, a NielsenIQ company and a leader in helping companies build brands through innovation, renewal, strategy, and merchandising optimization, has released its highly anticipated 2022 Most Innovative Innovation Report. For a decade, this list has been the gold standard in recognizing innovation and global success within the Fast Moving Consumer Goods (FMCG) space. The 18 winners among this year’s innovative brands in Europe come from Germany, UK, Poland, France, Italy, Portugal, Norway and Austria.
The award recognizes successful product launches across all strategies, ranging from launches that succeeded in disrupting their categories and growing their brand to targeted moves that weren’t intended to appeal to the mass market but were meant to delight a specific target. Additionally, the new report recognizes winners who transformed their categories by delivering innovative benefits before they went mainstream, as well as new brands to market.
Despite ongoing crisis mode: consumers still show appetite for innovations – opportunities for smaller brands
In the face of inflationary pressures, the looming economic crisis, supply chain disruptions, and rising energy and commodity prices, many brands may naturally refrain from innovating and often revert to Focus on your existing portfolio. And indeed, recent NielsenIQ data shows a decline in the number of innovations in recent years: from nearly 54,000 innovations in 2019 to 38,000 in 2021 in Germany, France, Spain, Italy, and the UK. A downward trend that continues in 2022.
“The BASES Top Breakthrough Innovation Awards demonstrate that new product developments remain a viable growth strategy for manufacturers, especially as consumers still have a huge appetite for relevant innovations,” says Celine Grena, NielsenIQ BASES Europe Leader. . “Our most recent data shows that only a fraction, 6%, of global shoppers are averse to new products at the moment. 94% of FMCG consumers today are open to trying new things.” A trend that not only the big players could benefit from, but also the small and medium-sized brands.
“4Bro from Germany or Little Moons from the UK are great examples of smaller brands that have successfully innovated. They have been able to cut through the clutter of the marketplace by understanding how to resonate with their buyers, appeal to their unique needs, activate with high ROI marketing, and make meaningful connections with their consumers. You can definitely win big when you are small”, says Céline Grena.
The recipe for successful innovation hasn’t changed, but agility is key
“The experience of the pandemic years has generally not changed the recipe for success. You’ll still need a good idea, a good product, and a good activation strategy to be successful. However, the way of mixing the ingredients has evolved. To create good innovation, brands need to be relevant to their consumers, making it easy for them to understand what the product is about and why they need it. They must ensure that their innovation is perceived as genuine and authentic.
Lastly, they need to be creative in their marketing strategy and bold in experimentation,” Grena says, adding, “And while the new product needs to be backed by a long-term marketing strategy, crises like the Covid pandemic have clearly demonstrated that it is the key to being flexible and agile, as our winners this year have shown.”
THE WINNERS OF NIELSENIQ BREAKTHROUGH INNOVATION 2022 IN EUROPE:
|Norway||Frydenlund Juicy IPA||Ringnes, part of the Carlsberg Group|
|Portugal||Buondi Nespresso Capsules||Nestle|
|Germany||4BRO iced tea||ethno IQ|
|Germany, Italy, France||NIVEA luminous630||Beiersdorf|
|Poland||Balanced Hair by OnlyBio||SoloBio.life|
|Germany||Reign Total Body Fuel||monster drink|
|Germany, Austria||Red Bull Watermelon Summer Edition||Red Bull|
|United Kingdom||Little Moons Mochi Ice Cream||little moons|
|Germany||Dr. Oetker High Protein Pudding||Dr Oetker|
|Germany||Frisch Kichererbsen fries||Intersnack|
|Germany||syrups sodastream PepsiCo||soda flow|
|United Kingdom||GORDON’S 0.0% Non-Alcoholic Spirit||Diageo|
|United Kingdom||GORDON’S Sicilian Lemon||Diageo|
|United Kingdom||Maybelline Lash Sensational Sky High Mascara||The real|