Rising competition: New FMCG products struggle

Hard Times

- VIVEAT SUSAN PINTO

FAST-MOVING CONSUMER goods (FMCG) companies are increasingly finding it difficult to sustain new launches as growing competition takes the sheen off these products, a study by Numerator (formerly Kantar) showed.

Just 4% of new launches in FMCG achieved 1% penetration, the market researcher said. This is despite the number of new launches increasing 1.8 times in the 12 months ended May 2025 versus the previous year. Categories such as beverages, salty snacks and chocolates, for instance, have seen new launches grow ahead of the market, at two times in the period, but the success rate hasn't changed significantly.