November 22, 2013,
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So-called “Zombie” and “Cannibal” Products are killing consumer brands, according to new research which shows that over half of new launches are failing to provide growth or are eating into profits from existing products.
A study from market research agency TNS examined the product launches of 3,500 consumer goods in the savoury snacks, laundry, soft drinks and skin care market segments.
Researchers found that 60% of new product launches were either “Zombie Products” that offered no long-term growth and acted as a dead-weight or were “Cannibal Products” that failed to add incremental value to a brand portfolio and simply transferred customers from other products within the po...
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