Nielsen names winning breakthrough innovation products – Inside FMCG

Covid-19 has propelled businesses to launch plenty of new foods and beverages in Australia this year. Now research company Nielsen has released Bases, a list of the Top Breakthrough Innovation winners for the year.

Nielsen says the list recognises companies that excelled in implementing effective strategies in the businesses. 

The honours list follows a survey by the company back in April, that found more than half Australian consumers (53 per cent) will buy premium items for their health and wellness.

“The pandemic has forced manufacturers to make more meaningful connections with consumers and provide them with new options for focusing on their health and wellness, as shoppers continue to look closer at their budgets,” said Thais Fernanda Gill, Nielsen Bases leader for Australia.

The Bases Research and Development study found out Aussies want natural or plant-based goods, such as foods (68 per cent/46 per cent), beauty products (53 per cent/42 per cent), personal care products (53 per cent/40 per cent) and home care products (49 per cent/40 per cent). 

“Manufacturers should not only focus on delivering natural and plant-based products for new innovations, but also think critically about reviewing their current in-market products to defend against possible new entrants or competitive relaunches with these claims,” said Gill.

Australians also prefer buying sustainable products. Some consumers (64 per cent) would change their buying choices to reduce the environmental impact of products. While there are only 12 per cent of consumers who do not want to change their purchasing habits to help save the environment.

“The key for innovations to achieve critical success is to discover new opportunities for your brand to break through, figure out innovative ways to launch the products and execute the marketing campaigns intentionally with the right timelines,” concluded Gill.

Nielsen says this year’s Bases Top Breakthrough Innovations were selected as they won consumer’s hearts and minds through ingenuity, marketing savviness, and expert-level decision-making.

Some of them managed to successfully grow their brand by expanding when and how the product can be consumed amid the health and wellness trend, said Gill. “The key for innovations to achieve critical success is to discover new opportunities for your brand to break through, figure out innovative ways to launch the products and execute the marketing campaigns intentionally with the right timelines.”

2020 Nielsen Breakthrough Innovation Winners in Australia: