Innovative launches amusing consumers and driving FMCG growth

Innovation is powering growth in the fast-moving consumer goods (FMCG) segment as new launches are finding many takers among curious consumers, especially in the out-of-home channel helping in volume recovery, says a new report by Worldpanel by Numerator (formerly Kantar).

- AKSHARA SRIVASTAVA

Out-of-home volume growth in the overall FMCG category stood at 5 per cent for the three-month period of March, April and May. Foods grew 1.4 per cent and beverages grew 9 per cent.

Categories like bottled soft drinks, chocolates, and salty snacks witnessed a year-on-year uptick in sales, while only biscuits lagged.

A majority of this volume growth has been driven by new launches, pointing to an increased consumer appetite for innovation.

There has been a 1.8-time increase in innovative launches in terms of moving annual traffic in May 2025.