Over the last couple of years, FMCG brands realised that it was vital to achieve a stand-out presence in shops after restrictions had eased, especially with such tough competition from other brands who also postponed their NPD launches.

What key strategy works best for successful NPD launches? - Adopting a customer-centric viewpoint.

Who is my ‘ideal’ customer?

When it comes to achieving NPD success in the post-pandemic world, one of the first things to consider is to establish a clear, detailed understanding of who your ideal target customer is and what need they can see you are fulfilling.

Assumptions which rely on mass-market observations are no longer effective, as up until a few years ago there was actually behavioural uniformity and notably, lower customer expectations around a brand’s ability to align its value proposition with their lifestyle and underlying needs. Therefore, FMCG companies looking to win against their competitors need to understand that things now revolve around knowing who your product is actually aimed at.

How do my target consumers like to shop?

Developing the right product in isolation is not enough, the correct pack sizes and functionality are key NPD success factors and must fit with shopper missions in each environment. Decisions which can be taken on how to balance and weigh-up these attributes can easily be informed by asking:

• How frequently do my customers shop?
• What are their key goals for doing so?
• What role does my product serve in their lives?

The right message can help optimise NPD success.

Consider why a retailer should stock and why a consumer should buy your new product: 

• Why does my new product USP matter?
• Why have we created it?
• Why does it benefit people?

Here’s where you need a well-structured story that can really resonate and help highlight the unique attributes of your new product. If executed well, (and the WH Smith Supplier and Optimisation Team can offer significant help by achieving cut-through in an area which is typically very challenging to reach at scale), injecting positive associations from the wholesaler depot all the way through to the shelf-edge strengthens your likelihood of your listing remaining longer than when the first case has been sold at each store.

I understand my target audience, now what?

Successful launch strategies should be discussed to ensure that your product rises above the rest. One popular method that has proven to be effective is utilising various touchpoints in relevant retailers to reach shoppers, or even offering experiences such as sampling events. These marketing strategies are ideal for reaching a brand's desired target audience, if they are planned strategically.

What to expect in 2022

HFSS Regulations

Suppliers have been frantically preparing for the high in fat, sugar and salt (HFSS) restrictions that originally were planned for April 2022, which have now been postponed to October 2022. These government regulations are being put in place to combat the fight against obesity and urge people to become more fit and healthy.

When these new rules take place, medium and large businesses with 50 employees or more, will be unable to offer multibuy promotions on HFSS products. It will also restrict less healthy promotions from being advertised in key locations like checkouts, store entrances, aisle ends, and their online equivalents. The eating-out sector will also be impacted, as free refills of soft drinks will be prohibited.

The discussion of HFSS restrictions have been going on for a while. It is no surprise that in 2021, the market saw many NPD launches for healthier products that will help brands bypass the HFSS restrictions when they come into place next year.

Healthier NPDs will not only continue into the new year, but will be a permanent trend as consumers are becoming more cautious about their health.

Vegan Products

There has been a rise in veganism as people are looking to lower their carbon footprints and fight animal cruelty, pushing suppliers to release more vegan products. From 2014 to 2019 the number of vegans in the UK quadrupled. 2020 became the year that every major UK supermarket and restaurant had their own vegan range and offering, putting more pressure on suppliers to follow suit.

2021 saw an increasing number of vegan-friendly options hit the shelves. Major brands are now participating, offering plant-based items that would cater to the growing vegan market. This shift will become more prominent in January, as it does every Veganuary, but the demand for vegan products is higher than ever. It is safe to say that in 2022, the UK market will see a lot more plant-based NPDs.

In closing

The way that an NPD launch will either make or break your product. Now that life has returned back to normal and brands are pushing out healthier products to combat new government regulations and shifts in consumer preferences, it is vital to secure space for new brand variants. Competition is fierce, as suppliers are constantly looking for the best way to lift their products off the shelf and into shopper trolleys.

We encourage brands to plan as far ahead as possible and let us help you align your plans to the needs of the retailers’ own trading pillars to amplify the relevance and optimise sales for all stakeholders. Please contact us if you would like to find out how our WHSmith Supplier Optimisation Team can help you with your next NPD launch.