Launching Fast Doesn’t Always Mean Launching Smart
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, internal taste panels, or pressure to replicate competitor SKUs. 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.
Retail feedback usually comes post launch, which becomes too late to correct. Not conducting pre-launch validation can lead to poor flavor acceptance, ineffective packaging, or mismatched pricing strategies. The impact is excess inventory, short shelf life, wasted packaging, and increased pressure on trade promotions. According to a 2024 study, nearly 70% of discontinued FMCG products were pulled due to poor initial consumer response.
Strategic Product Surveys Across the Launch Lifecycle
Nexdigm supports FMCG companies in making faster yet smarter innovation decisions by integrating 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: Before committing to large-scale production, we conduct online blind taste tests and preference mapping to identify which variants resonate most with target consumers. We use paired comparison techniques to isolate the flavors that drive trial, repeat purchase, or emotional recall.
- Packaging and Messaging Validation: Using shelf simulation tools and digital A/B testing, we assess how new SKUs perform in visibility, impulse appeal, and messaging clarity. We also test receptiveness to sustainable packaging formats and ingredient callouts
- 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. We also evaluate responses to combo packs, sachet formats, and premium-priced SKUs, ensuring profitability without alienating core buyers.
- Regional Customization Surveys: Cultural and regional relevance is critical in markets like India and Southeast Asia. We run localized product surveys to test seasonal preferences, festival-focused offerings, or region-specific pack messaging. Thus, enabling brands to tailor SKUs before scaling.
Each survey is tailored to the brand’s stage of innovation, whether it’s pre-launch concept testing, in-market pilot validation, or post-launch optimization. With Nexdigm, FMCG teams can replace guesswork with grounded insights. Thus, reducing rework and increasing confidence in every variant launch.
Talk to our survey specialists today and reduce costly missteps.
Harsh Mittal
+91 96549 82241