In the FMCG space, introducing new SKUs has become a regular part of portfolio strategy. Whether it’s a new flavour extension, a seasonal pack size, or a price-led variant, innovation is expected and fast. But speed without insight can be costly. Every failed flavour, mismatched price point, or underwhelming format can lead to:
- Wasted packaging and promotional budgets
- Lost retailer confidence and shelf space
- Consumer confusion and brand dilution
Over 80% of the 30,000+ new consumer products launched annually fail to meet sales targets. Many of these failures stem not from execution, but from a lack of market validation.
That’s why leading FMCG brands are rethinking their approach and embedding product surveys at the heart of their launch strategy to ensure every variant is built around real consumer demand.
Speed vs. Strategy Challenge
FMCG companies are under constant pressure to innovate quickly, but rapid launches can come at the expense of truly understanding what consumers want.
Product decisions are frequently based on:
- Gut instinct or internal taste panels
- Pressure to respond quickly to competitors
- Limited on-ground feedback
- Assumptions about consumer preferences
While these tactics may accelerate timelines, they often bypass structured market validation. As a result, brands risk investing in underperforming products that fail to resonate with real consumer needs.
Strategic Product Surveys Across the Launch Lifecycle
Nexdigm supports FMCG companies in making faster yet smarter innovation decisions by integrating FMCG product surveys at every stage of the launch process. Our approach is designed to minimize risk, enhance consumer relevance, and drive measurable launch success, across flavor, pack, pricing, and regional fit.
- Flavor and Fragrance Testing: Our paired comparison techniques help isolate flavors that drive trial and repeat purchase, increasing launch success probability by up to 30%.
- Packaging and Messaging Validation: Brands working with us have seen 15–20% higher shelf recognition and improved conversion rates through survey-backed packaging decisions.
- Price Sensitivity and Format Testing: We conduct pricing surveys using Van Westendorp or Gabor-Granger models to pinpoint ideal price points across Tier 1, 2, and 3 cities. Companies leveraging our pricing recommendations have improved gross margins by 5–10% per variant.
- Regional Customization Surveys: We run localized product surveys to test seasonal preferences, festival-focused offerings, or region-specific pack messaging. This enables brands to optimize SKUs for high-relevance markets, boosting regional sales by 10–15% on launch.
Nexdigm Case
A leading beverage company partnered with Nexdigm to validate flavours, packaging, and pricing for a new low-sugar drink targeting urban millennials. Through blind taste tests, packaging tests, and regional surveys, we identified the top flavours and improved shelf visibility by 20%. This led to the company’s highest trial adoption in two years, a 12% drop in stock write-offs, and a 7% rise in gross margins, enabling a confident, data-backed launch.
To take the next step, simply visit our Request a Consultation page and share your requirements with us.
Harsh Mittal
+91-8422857704