British consumers ‘most adventurous’ in sampling new products

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Brits are more adventurous in sampling new products than the rest of Europe, new research reveals.

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The data from Nielsen, which has unveiled the Top 25 Breakthrough Innovations list from more than 4,000 new FMCG product launches across the UK in the first half of 2020, reveals two main trends – mindful living and indulgence – are a source of inspiration for manufacturers. Nielsen research found 49% of UK consumers said they have reduced their meat consumption, while 46% usually check if products are ecologically friendly, and 57% of UK shoppers believing that having healthy food and drink options is very important when grocery shopping.

There were also successful products in the UK market that focus more on indulgence as people looked for treats during a difficult period.

Nielsen’s Celine Grena said: “The global lockdown has had a huge impact on consumers. Deprived of travelling and out-of-home entertainment, they are seeking adventure in other ways and this includes trying new and innovative products. What’s interesting is that 44% of this year’s winners across Europe have a premium pricing, proving that consumers are still looking to fulfil that indulgence and treat themselves. However, the pandemic has come with its challenges and it’s crucial that brands must consider being more flexible and ready to comply with changing consumer’s patterns moving forwards.”

Grena added: “The heart of good innovation always comes down to fulfilling a consumer need. Over 50% of this year’s Breakthrough Innovations winners have at least one of the “healthier lifestyle” claims compared to only 26% of last year’s winners. This is in line with the growing trend around healthier lifestyles and being mindful about products and sustainability. We can expect to see this to continue to rise in popularity.”

The UK’s Top breakthrough products were: Baileys Strawberry & Cream, Maltesers Buttons, McCain Home Lighter Chips, Twinings In’fuse, HaloTop, Hellmann’s Vegan Mayo, Walkers Max Strong, and McCoys Muchos.