IGD research has shown that brands have come under increasing competitive pressure through the economic downturn. Brands have to work harder to keep and attract customers and have to find more creative ways to engage them. However, other IGD research has shown that shoppers do not always give brands credit for product innovation.

New product development is a key area of investment for many retailers and manufacturers. However in many markets, the need to manage costs and reduce complexity is encouraging range rationalisation. This report will explore across five key western European markets (France, Germany, Great Britain, Spain and The Netherlands) what shoppers think of this apparent contradiction, and to what extent they seek out new products?

Shopper-led Product and Range Innovation will help you to:

1. Optimise your NPD investment
   
   
2. Understand what innovation shoppers give credit to
   
   
3. Prioritise range extensions or break-through innovation for shoppers
   
   
4. Identify the triggers to new product trial and repeat purchase and how shoppers seek ‘new’
   
   
5. Assess the importance of different product developments to shoppers