New Product CPG Innovation Shifting

Interesting view of consumer product mix:

" ... Despite the fact that 85 percent of American household needs are consistently filled with the same 150 items1, new product innovation is the lifeblood of the CPG industry. But bringing to market successful new products is no easy task. While estimates vary, generally accepted new product failure rates range from 60 to 80 percent of launches within the industry.   .. "