Nielsen on CPG Innovation

In FoodNavigator:

Nielsen unveils 2016 breakthrough innovation winners: There will be more change in CPG in the next five years than there was in the last 50

In 2015, the top 25 food and beverage companies generated 45% of category sales in the US but drove just 3% of total category growth from 2011 to 2015, with a compound annual growth rate (CAGR) of just 0.1%, according to Nielsen data. So if they are not driving growth, who is?

Private label drove 23% of the growth and grew at a 2.6% CAGR, while mid-tier companies drove 25% of the growth and grew at a CAGR of 3.2% over the same period, says Nielsen in its 2016 breakthrough innovation report. But it was the “long and mighty tail” of 20,000 companies below the top 100 who drove 49% of all category growth, with a CAGR of 6.3%.

“Our belief is that there will be more change in CPG in the next five years than there was in the last 50. Successful firms of the future will master consumer experiences, not just consumer goods.”  ... .
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