Maintaining growth in the older, more established FMCG categories is a difficult task for any brand manager and introducing new consumers to the category is as important as ensuring they choose your brand when buying. In a mature category, product innovation should form a corner stone of any successful growth strategy and if implemented correctly will help to grow the category as well as the brand. Product development is expensive and requires significant financial and human capital investment.
Retailers are often reluctant to invest shelf space to products in a category that has low or in some instances negative growth so it’s important that they are aware of the product’s appeal, as well as the intention to develop the category. Retail buyers ultimately play the role of St. Peter at the “pearly gates” for any brand, so it is important to consider them as partners and include them as early as possible in the development cycle.
The Laager brand has aggressively pursued a strategy to develop the tea category and have used product development and the positioning of Rooibos tea as a healthy hot beverage alternative to access and develop new markets.
Have a look at some of the fantastic innovations.
· NEW! Laager Rooibos Cappuccinno
· NEW! Laager Shake4Kidz
Innovation within FMCG categories is crucial in driving category growth
New Products
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