Nurturing Innovation: How to Succeed in Years Two and Three

Failure is a common innovation outcome; 85% of new products are ultimately unsuccessful. While there are many factors at play, decline in the second and third years in market can largely be attributed to the “launch ‘em and leave ‘em” philosophy of many manufacturers today. Brands tend to focus less on new products after the first year in market, leading to significant declines in sales. This best practices report leverages data across CPG launches in the U.S. to illustrate this trend and to provide recommendations for driving long-term success.


  • CPG benchmarks for new product success (as defined by sales) through year three
  • Key growth drivers for long-term success
  • Best practices for developing and launching products that endure