EU BASES Barometer - NIQ

EU Innovation Barometer
by BASES

The Innovation Barometer, powered by BASES Innovation Measurement, quickly identifies, categorizes, and measures innovations, to bring you a monthly update on the most active players in CPG innovation, what’s up, what’s down, who’s winning, who’s losing and more. 

January 2024 edition

What is the current state of innovation in the CPG industry?

BASES Innovation Barometer uses NielsenIQ sales data to give you an overview of innovation activity and performance across six key super-categories: food, confectionery and snacks, non-alcoholic beverages, alcoholic beverages, home care and personal care.

Total innovation launches
Total innovation launches

Personal Care, Home Care and Food are the only 3 categories showing a slight increase in the number of innovation launched compared to the same time a year ago, with a symbolic increase of 1-2%.

However, when comparing to Q3 2023,  Alcoholic Beverages and Confectionery & Snacks are the two categories showing a slight increase in innovation launches, with all other categories showing a decline.

Source:  BASES Innovation Measurement, Europe (France, Germany, Italy, Spain, UK); OND 23 – w/e 12-31-2023

Top innovation categories
Top innovation categories

Home Care once again as the category with highest number of innovations sold on promotion and highest number of innovation contribution to total sales between all categories. Alcoholic Beverages is showing the highest average velocity when it comes to innovation sales.

Category with highest number of innovations sold on promotion

Category where innovations have the highest average velocity 

Highest innovation sales contribution to total value sales

Home Care

Alcoholic Beverages & Snacks

Home Care

Source:  BASES Innovation Measurement, Europe (France, Germany, Italy, Spain, UK); OND 23 – w/e 12-31-2023

Contribution and Percentage of Innovation Sales
Contribution and Percentage of Innovation Sales

Compared to last quarter, we see a symbolic 1% increase in total innovation contribution, which now stands at 9%. When looking at innovation sales on promotion there is almost no change from our last update, with only a 0.6% increase, measuring at 17.2%. ​​

Source:  BASES Innovation Measurement, Europe (France, Germany, Italy, Spain, UK); OND 23 – w/e 12-31-2023

Innovation active brand owners
Innovation active brand owners

Looking at the most active brand owners in innovation, P&G leads the way with L’Oreal following closely. 

5 most innovation active brand owners​

171

Home care + Personal Care

Procter & Gamble

152

Personal Care

L’Oreal

118

Home Care + Personal Care + Non Alcoholic Beverages​

Unilever

99

Non Alcoholic Beverages

Britvic

66

Home Care

Newell

Source:  BASES Innovation Measurement, Europe (France, Germany, Italy, Spain, UK); OND 23 – w/e 12-31-2023


Innovation market at a glance

Source: BASES Innovation Measurement, Europe (France, Germany, Italy, Spain, UK); OND 23 – w/e 12-31-2023

Innovation trends
Innovation trends

With value sales on the rise for both the total market and innovations, it is interesting to note that we see fewer total products on shelf. At the same time, the number of new items being launched continues to decrease as well. 

When it comes to the average eq price, both total market and innovations see a strong increase of  9% and 10.5% respectively, compared to previous quarter. 

Meanwhile, average item velocity shows a strong increase of 18.9%, while innovation item velocity displays a strong 14.2% decline.

A husband and wife compare price pack architecture during a grocery store run.

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