NielsenIQ has released its BASES Breakthrough Innovation Awards for 2023. The awards recognise product launches across strategies, ranging from those that disrupted their categories, to targeted plays that did not intend to appeal to the mass market.
This year, the awards also acknowledged ‘Wavemakers’ – innovations that, in less than three years, have made a significant impact in their respective domain.
Breakthrough Innovation website
The Breakthrough Innovation named 10 winners this year and two Wavemakers. This year’s Breakthrough Innovation winners navigated through a tough landscape marked by the impact of the COVID-19 pandemic, supply chain disruptions and inflationary constraints.
Buyers gravitated towards food and beverage brands that had an indulgent aspect to them. Spicy flavours were popular, but consumers also sought out healthy and whole ingredients in their snacks foods. Buyers also sought health benefits in personal care products with preventative care top of mind.
“When it comes to evaluating innovations, there is no ‘one size fits all’ approach anymore. It is critical to understand the business objectives and the innovation strategy,” said Vidya Sen, BASES Leader, South Asia. “However, one common thread for success is sustainability of the innovation in-market which is non-negotiable.” BASES looks at the scale of innovation in year one and their sustained growth in year two, to arrive at the winners.
BASES scrutinised over 3000 innovations across 85 categories in FMCG & OTC, to come up with 12 winners. The combined year one sales across the winners are Rs 623 Crore.
The 2023 India Breakthrough Innovation Award Winners are:
- Cadbury 5 Star Oreo
- Cadbury Dairy Milk Lolly
- Cadbury Dairy Milk Silk Mousse
- Colgate Visible White O2
- L’Oreal Paris Dream Lengths
- Lay’s Sizzlin’ Hot
- SMOODH
- Sunfeast All Rounder Potato Biscuit – Cream & Herb
- Tata Soulfull Ragi Bites No Maida Choco
- Whisper Choice Night
The 2023 India Breakthrough Innovation Award Wavemakers are:
- Dettol Powder to Liquid Handwash
- Lay’s Gourmet
Feedback: [email protected]
