Holistic health & well-being
Purpose-driven commerce
Modern life
Consumers seek proper whole-food, balanced nutrition, away from the highly processed, empty-calorie foods that dominated the latter half of the past century. Consumers are proactively engaged in their health, using food as a means to nourish and build a stable and resilient foundation to live a life of vitality.
Consumers are frustrated with corporate apathy and government inaction—entrepreneurs and consumers alike feel it’s up to them to solve environmental and social health issues. Conscientious brands and businesses provide the protections and proactive engagement that communities need to thrive.
Health conditions associated with chronic issues such as stress, sleeplessness, digestive health, immunity and mental fog occupy consumers’ minds to armor up and prevail amidst the chaos of life’s overwhelming demands. Consumers look to natural and organic solutions to face daily demands.
Macro forces guiding innovation
10 natural products innovation areas
When a new product not only survives year one but goes on to grow sales in year two.
Innovation Vitality:
Eye on …
Responsible packaging
Digestive health
Diverse ownership
Healthy fats
Immunity
Organic Stewardship
Brain health
Plant protein
Reduce waste
Eat more plants
Health and need state claims seeing 4-year growth
Digestive Health
Metabolism Support
Immune System Health
Microbiome
Inflammation
Understanding innovation vitality
When innovation sales grow, a company is
1.8x
more likely to grow overall sales.
of new items that have national distribution achieve vitality.
52%
in pre-market prep than low performers.
4 more months
Top innovators, on average, spend
Companies of all sizes can benefit from innovation…
53%
54%
46%
Big
Innovation vitality rates by company size
Medium
Small
(at the top 1/3 of $ share)
(mid 1/3 of $ share)
(bottom 1/3 of $ share)
3 keys to innovation success
Differentiation
Evaluate pathways to success according to your product’s strategic potential.
Products that successfully embody innovation go above and beyond delivering on consumer expectations.
Ensure that the product represents a truly differentiated proposition for consumers.
Delivery
Activation
1
1
2
3
References:
1. 2022 “NEXT Trends & Innovations Report” by Informa and Nutrition Business Journal
2. NIQ Total US, xAOC, NIQ Product Insight, 52 weeks, ending 7/15/2023
3. NIQ BASES Innovation Measurement
CPG
At-a-Glance
INNOVATI N
How to think about innovation for growth and positive impact
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