1、 2025 Nielsen Consumer LLC.All rights reserved.2025 Nielsen Consumer LLC.All rights reserved.Beyond Vitality:Redefining CPG innovation for incremental growth2 2025 Nielsen Consumer LLC.All rights reserved.Meet the authors Julie DellertVP and Lead,NIQ Consumer&Brand ProductMike JonesSVP,NIQ Global In

2、novation Intelligence Aritra KanjilalDirector,NIQ Innovation Courtenay VerretVP,NIQ Global Thought Leadership Joe WilkieNIQ Strategic Advisor and former President,BASES 3 2025 Nielsen Consumer LLC.All rights reserved.Table of ContentsClick on the contents to navigateSpeed at all costs comes at great

3、 cost26A focus on fundamentals313Shouldnt innovation growth be more reliable than a coin flip?143 2025 Nielsen Consumer LLC.All rights reserved.4 2025 Nielsen Consumer LLC.All rights reserved.Shouldnt innovation growth be more reliable than a coin flip?1“Even the best processes,technology,and tools

4、will not translate to success without the fundamentals in place.”4 2025 Nielsen Consumer LLC.All rights reserved.Ramon MelgarejoPresident,NIQ Strategic Analytics&Insights5 2025 Nielsen Consumer LLC.All rights reserved.In a price-sensitive economic environment,innovation remains a critical growth lev

5、er for businesses.But despite its vital role,in our review of launched innovations over the course of a year,we found that only 7%of companies grew their innovation sales.Even more surprisingly,only 50%of launched innovations grew in their second year.These numbers are at odds with the impact innova

6、tion has on the bottom line:Companies that invest in and grow their innovation sales are two times as likely to grow overall sales.Todays innovators have more technology,tools,and resources at their fingertips than ever before.Yet the odds of attaining innovation vitality appear to be no more reliab