From Deloitte. Good overview ..
Consumer product companies face ongoing challenges from slowing industry growth to declining brand loyalty and the rise of unconventional competitors. While innovation is key for companies to differentiate themselves from competitors, few are creating new, viable business offerings that drive value for their customers and shareholders. Companies that maintain the status quo may continue to experience a negative impact. Companies that innovate beyond product, design for consumer behavior, and develop systemic capabilities to drive their innovation activities are likely to surpass competitors. .... "