In the developed world 75 percent of FMCG innovations fail. Half of the 25 percent that survive realise sales below the expected level and in the end only 6-7 percent of all FMCG innovations become successful. These products have to make enough returns to finance the development of new innovations. We think that there are 4 key elements that make an innovation successful:

1. Comprehensive view of the relationship between the market and consumers, specifying market trends – consumers want simple offers and are looking for safety. 2. Uncovering future demand in order to be able to forecast how the market will influence consumers – consumers can’t always define what they want, their possible reaction to offers has to be surveyed. 3. Expressing an emotional connection from a new perspective that represents some kind of value for people. Advantages of the highest value are able to establish emotional connections – behind every decision emotions are the driving force, therefore these connections have to be strengthened. 4. Actively forecasting and managing the driving forces behind innovation-adaptation, including the timing of market launch – most of the time success doesn’t occur because products weren’t introduced at the right time.