Nielsen unveils top breakthrough innovations for East Asia

Nielsen's global consumer business Bases has released its "Top Breakthrough Innovation" winners for 2020, including brands such as Coca-Cola, Nescafe, and Häagen-Dazs.

This year’s winners were from China, Hong Kong, Taiwan and South Korea, showcasing winning strategies as they had extended their existing product lines to deliver exceptional product experiences.

According to Nielsen, when the pandemic changed consumer behaviours, marketing activation adapted to serve the innovations optimally. Some of this year’s winners grew the brand and the category by expanding into new consumption occasions or attracting new buyers, some others by capitalising on a trend or differentiating with a premium positioning. Other winners broke the mold with out-of-the-box development and activation.

Here is the list of the 2020 Bases Top Breakthrough Innovation Winners in Hong Kong:
Coca-Cola Plus and Sprite Plus
Nescafe Cold brew
Häagen-Dazs Seasonal flavours
Trappist Sippa and Spoona yogurt
Dettol ProFresh body wash and Dettol ProSkin shower cream
Kotex Dreamate overnight pants
Vinda 4D deluxe bathroom tissue

“Despite a changing and challenging environment of lockdowns, restricted movement, and social distancing, consumers are still always going to seek out innovations that resolve a point of tension in their lives. Manufacturers that recognise and adapt to the altered consumer needs can quickly turn adversity into an opportunity,” said Gautam Seth, Nielsen Bases leader for Asia Pacific.

Current FMCG market trends indicate innovation possibilities in the near future will rest on new trending themes like plant-based, sustainability, and personalisation along with the emergence of the new normal.

According to a recent survey by Bases, the most significant aspect that consumers wanted to know while buying FMCG in the food category was nutrition details inside the pack. Additionally, consumers were also seeking to treat themselves while buying premium and tasty products and wherever possible they wished to replicate at home food that they were used to buying before COVID-19.

“Furthermore, consumers’ consciousness towards health and well-being, environmentally friendly products is paving the way for manufacturers to address emerging needs and a holistic approach to meet demand both offline and online,” concluded Seth.

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