In FMCG, innovation is often seen as the main driver of growth. New formulas, flavours, formats, and packaging launches are constant. Yet despite this, many product innovations fail to create a lasting impact.
The reason is simple: innovation alone is no longer enough.
Innovation Has Become the Baseline
In highly competitive FMCG categories, innovation is expected. Consumers are exposed to new products all the time, particularly in beauty and personal care. As a result, innovation no longer guarantees attention or differentiation. It simply allows brands to stay relevant.
What truly matters is not how new a product is, but why it exists and who it is for.
Consumer Relevance Comes First
Many innovations fail because they are not rooted in genuine consumer insight. Products are often developed to follow trends rather than solve real consumer needs. Without a clear understanding of behaviour, motivations, and usage contexts, innovation risks becoming superficial.
Successful innovation starts with relevance, not novelty.
Strategy Gives Innovation Meaning
Innovation without strategy is reactive. Strong FMCG brands ensure that new products support a clear brand positioning and long-term vision. When innovation aligns with brand strategy, it reinforces consistency and builds credibility over time.
Each launch should strengthen what the brand stands for, not dilute it.
Positioning Turns Features into Value
Consumers rarely choose products based on features alone. Clear positioning helps translate innovation into meaningful benefits. Without it, even technically strong products can feel confusing or interchangeable on shelf.
Positioning answers the key question consumers ask: Why should I choose this?
Building Long-Term Impact
Innovation is most effective when it contributes to long-term brand value rather than short-term attention. Brands that succeed use innovation as a strategic tool, supported by insight, positioning, and strong execution.
In today’s FMCG landscape, innovation matters. But strategy is what makes it work.