Food for Thought: Past Their Prime

From the advent of gut-healthy soda to healthy instant noodles, over the recent years, we’ve seen up-start brands give sleepy categories a bit of a wake-up call. But, the question on everyone’s mind is, which category is next? Using a historical data tool, our team analyzed categories that have declined in innovation/new product launches in the last 5 years and picked 4 categories that are ripe for innovation. From hot cocoa to canned vegetables, we take a deeper look at the categories and give a few ideas on how brands can inject excitement into these stagnant categories.

IN THIS EBOOK YOU’LL LEARN:

• Which categories have seen a decline in innovation/new product launches in the last 5 years

• An in-depth view of the category and why these categories have seen a decline in innovation

• How brands could explore to inject excitement into these categories