New product launches face difficult road during pandemic
In the wake of the coronavirus pandemic, many grocery retailers have made the decision to cancel semi-annual shelf resets, slamming the brakes on planned new product and line extension launches. This leaves consumer goods companies wondering what to do with the pipeline of innovation and provides an opportunity to review short-term innovation, its role in the market, and new approaches to product or varietal introduction, through the eyes of the end consumer.
In the COVID and post-COVID environments, consumers will demand safety, transparency, and accessibility from brands, products, and retailers. They will also be seeking simplicity and comfort as antidotes to the uncertain journey to the “new normal.”