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Retail & Consumer Goods, Sectors & Regions Article, growth consumer goods
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Article at a glance:

Driving growth in consumer goods

  • A study of 480 product launches in 16 fast-growing North American consumer goods categories reveals that certain combinations of innovation and marketing tactics can boost growth significantly.
  • The findings suggest that repositioning existing products toward new consumer uses, occasions, or both—when paired with the right marketing tactics—can help revenues grow impressively.
This article contains the following exhibits:
  • Exhibit 1: Sixteen categories of consumer products grew significantly faster than the average.
  • Exhibit 2: Companies used a handful of marketing tactics for product launches in the high-growth categories.
  • Exhibit 3: Using incremental innovation to reposition products in new categories can, if executed well, have as much impact as breakthrough innovation.

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