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Here are the winners of the Top Breakthrough Innovation 2022 which recognizes innovation and international success in consumer goods

BASES, a NielsenIQ company and leader in helping businesses build brands through innovation, renewal, strategy and go-to-market optimization, released the highly anticipated report 2022 “Top Breakthrough Innovation”. For more than a decade, this ranking has been the benchmark for recognizing innovation and international success in the consumer goods sector. The 18 winners of this year’s innovative brands in Europe come from Germany, the United Kingdom, Poland, France, Italy, Portugal, Norway and Austria.

The award identifies the best product launches using a variety of strategies, from those that were successful in disrupting the category and building the brand to those that had no intention of targeting the mass market, but were intended for a specific audience. . Additionally, the new report rewards brands that transformed their categories by offering innovative benefits before going mainstream, as well as new brands entering the market.

Despite the current crisis: consumers still show enthusiasm for innovations and good opportunities persist for small brands

In the face of inflationary pressures, the looming economic crisis, supply chain disruptions and rising energy and commodity prices, many brands are instinctively holding back innovation, perhaps refocusing on existing portfolios. Indeed, recent NielsenIQ data records and quantifies a decline in the number of innovations in recent years: from almost 54,000 innovations in 2019 to 38,000 in 2021 in Germany, France, Spain, Italy and the United Kingdom. . A downward trend that continues in 2022.

“The BASES Top Breakthrough Innovation Awards ‘demonstrate that new product development remains a viable growth strategy for manufacturers, especially as consumers continue to show strong enthusiasm for relevant innovations'”he pretends Celine GrenaEuropean leader of NielsenIQ BASES. “Our latest figures show that only a fraction – 6% – of shoppers worldwide are opposed to new products. 94% of today’s consumer goods consumers are willing to try new things”. A trend that could benefit not only large operators, but also small and medium brands.

“4Bro from Germany or Little Moons from the UK are clear examples of small brands that have succeeded in innovating. They have successfully overcome market confusion by understanding how to connect with their buyers, meet their specific needs, engage in high ROI marketing plans, and build meaningful relationships with their consumers. Demonstrating that you can win big even when you are small”he pretends Celine Grena.

The recipe for successful innovation hasn’t changed, but agility is key

“Experience over the years of the pandemic has not changed the recipe for success. To succeed, you still need a good idea, a good product and a good activation strategy. However, the way of combining the ingredients has evolved. To create good product innovation, brands need to be relevant to their consumers, making it easy for them to understand what it is and why they need it. They need to ensure that their innovation is perceived as genuine and genuine. Finally, they must be creative in their marketing strategy and bold in experimentation”, he pretends Celine Grena and adds: “And while the new product needs to be backed by a long-term marketing strategy, crises like Covid have made it clear that being flexible and nimble is just as vital, as our winners this year demonstrated.”.

THE 2022 WINNERS:

Town Winner Producer
Norway Frydenlund’s Juicy IPA Ringnes, a subsidiary of the Carlsberg group
Portugal Buondi Nespresso Capsules Nestle
UK GIANT Wotsits PepsiCo
Germany 4BRO Iced Tea ethno IQ
Germany, Italy, France NIVEA Luminous630 Beiersdorf
Poland Hair in balance by OnlyBio OnlyBio.life
Poland RAJSKA Cytrusowka CDEC / Maspex
Germany Total Body Fuel Reigns monster drink
Germany, Austria Red Bull Watermelon Summer Ed. Red Bull
France Optimum Sun Unilever
France Lysol Disinfectants Reckitt
UK Little Moons Mochi Ice Cream small moons
Germany Dr. Oetker High Protein Pudding Dr Oetker
Germany funny-frisch Kichererbsen Chips Inter-snack
Germany PepsiCo sodastream syrups Sodastream
UK GORDON’S 0.0% Non-Alcoholic Spirits Diageo
UK GORDON’S Sicilian Lemon Diageo
UK Maybelline Sensational Sky High Lash Mascara L’Oreal

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