Kantar Worldpanel have mined an extensive library of launches within FMCG to uncover some ground rules for success.
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1. Kantar Worldpanel Some rules of the NPD game WHAT CAN AN
ANALYTICAL REVIEW OF 7,300 UK FMCG NEW LAUNCHES TELL US?
2. Kantar Worldpanel 0 5 10 15 20 25 Year End Sales 7,300 UK
Branded Grocery Launches within 287 Categories in Jan 2010 - Jan
2012 To be big is hard: only 3% achieve over 5m in first year Cum
Spend after 1 year (Millions) 15% 3% 7,300 Ranked Launches
3. Kantar Worldpanel 3 Kantar Worldpanel Attraction (number of
buyers) is the real key to size of brand launch MAT figures for 550
non-seasonal UK food & soft drink branded launches, sold in
more than one retailer, with at least 52 w/e sales 0 2 4 6 8 10 12
14 16 18 20 0 5,000 10,000 15,000 20,000 25,000 Year 1 Sales 000s
Annual Penetration % Each Point represents an Individual Launch
Flora Pro Active Buttery Lurpak Spreadable Lightest Kenco
MillicanoToffee Dodgers Foxs Ambers Think how do I attract at least
4% of the population to buy the brand to be one the big
launches
4. Kantar Worldpanel 4 Kantar Worldpanel 0 10 20 30 40 50 60 0
5,000 10,000 15,000 20,000 25,000 Small brands have high and low
repeat rates Year 1 Sales 000s Annual Repeat % Each Point
represents an Individual Launch You cant predict the size of the
brand based on the repeat rate MAT figures for 550 non-seasonal
food & soft drink branded launches, sold in more than one
retailer, with at least 52 w/e sales
5. Kantar Worldpanel Average size of Launch Band (m) Average #
stores with sales (max=6) 0 1 2 3 4 5 6 0 2 4 6 8 10 12 14 16 7300
branded grocery launches grouped into MAT sales bands what was the
average number of different stores in which they had sales?
Attraction comes from being available to buy everywhere .2% 1%
15%4+ Stores 2-3 Stores 1 Stores Chance of reaching 5m if sold in
:- 5 times more likely to a 5m or more launch if I know you have
good distribution
6. Kantar Worldpanel Num of SKUs In initiative 0 0.5 1 1.5 2
2.5 3 3.5 4 4.5 5 0 2 4 6 8 10 12 14 16 The same story applies if
you offer more choice to the consumer Average size of Launch Band
(m) 1% 6% 17%4+ SKUs 2-3 SKUs 1 SKU Chance of reaching 5m if
launching :- 7300 branded grocery launches grouped into MAT sales
bands what was the average number of SKUs launched in Year 1?
Nearly 6 times more likely to a 5m or more launch if you offer 4 or
more skus
7. Kantar Worldpanel More
170%150-170%130-150%110-130%90-110%70-90%50-70%Less