If market research techniques keep on getting better, why do so many FMCG food and drink products still fail?

By 20th October 2017 Latest News No Comments
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With a failure rate in the US for new Grocery products of over 80% which rises to almost 90% if launched by a small business, US brands could be forgiven for a strategy of making regular incremental improvements to existing products, rather than Innovating. Irish food and drink failure rates are slightly better at 80% and Canadian brands hover around the 85% mark of new products failing. Clearly this is an ongoing issue, as old as the FMCG industry itself.

However, there is so much happening in the world of Market Research and it’s impacting on grocery brands in a major way.

Read the full article by Hamish Renton, MD, HRA Food and Drink Marketing  http://synergismarketing.com/market-research-techniques/

Are you looking for help with Market Research? Or are you simply looking for information? HRA are an experienced consultancy with extensive experience covering the marketing journey from start to finish. Email roseanna@food-and-drink.marketing, or call us on +44 (0) 1803 203387 for more information.


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