The rise of 'me too' products

Related tags New product development Innovation Npd

Imitation may well be the sincerest form of flattery, but what is the true price paid by our 'creative' industry for all this conservatism?The...

Imitation may well be the sincerest form of flattery, but what is the true price paid by our 'creative' industry for all this conservatism?

The overcrowded 'me too' bandwagon continues to race along the supermarket highway at breakneck speed and, as a creative force supporting food businesses in new product development (NPD), I increasingly find myself asking the question: Where has all the great innovation gone?

I'm not talking fad or flash in the pan developments but just well researched ideas that address tomorrow's consumer needs and desires today.

Granted, much advance has been made in fast moving consumer goods over the past 20 years. However, we know consumers are becoming increasingly discerning and demanding. Now that many of the easier wins have been made, it is time for food manufacturers and retailers to rise to the challenge of innovating in mature markets. Hovering around the comfort zones is pointless.

Everyone involved in any aspect of the NPD process has a role to play in taking assertive action on such matters. The responsibility doesn't just lie with the developers and chefs. Buyers too, for example, often sever the lifeline of a potentially great idea due to poor profit margin predictions.

A well balanced range is what is needed in a category. Not all ideas will be cash cows; some should be considered as loss leaders in order to inject genuine consumer excitement into a category. Taking the approach of another safe bet 'me too' idea will inevitably drive consumers out of the categories. Developers must take more risks.

I believe the 'me too' approach will ultimately contribute to the downfall of discerning UK food retailing, since manufactured products will all become commodities. The winners in this field will be the producers that embrace the challenge and are committed to genuinely creative consumer focused NPD.

Angela Mitton is creative product developer at NPD consultancy Beetroot & Orangehttp://www.beetrootandorange.co.uk

Related topics NPD

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