NielsenIQ Vandana

Winners perserved in their activation expand beyond year 1

60% of relaunches do not recover from their downward sales trend

25% of new product launches shrink the brand franchise

25% is the success rate estimation for new products launch globally

Only 1% of them are breakthrough innovations

Only 50% concepts tested address a real consumer need

1/3rd of launches don’t receive enough marketing support to meaningfully impact sales

50% concepts that succeed in testing fail when translated into products

Incremental brand growth remains #1 metric for most clients to assess their launch performance

Distribution has almost linear relation in driving year 1 trial