Looking beyond the obvious: successful innovation in food and drink

How can food and drink brands successfully innovate and add value to the lives of consumers

In difficult times, the biggest thing brands can do is to find a way to add value to people’s lives – particularly when this involves an innovation. History tells us that in challenging times, those that innovate are more likely to survive and grow. The question is: where should brands focus to innovate, and how should they go about it?

In the food and drink category, businesses are heavily focussed on inflation, the cost-of-living crisis, health, and sustainability as ways to add value to people’s lives. And yet, for consumers, fulfilling emotional needs is still of high importance in these challenging times.

This article was published exclusively on Kantar.com on August 18, 2023.