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Jan 31, 2017 / Richard Hall

US innovation success rates

It is often said that 9 out of 10 new products fail. Or some other frighteningly high proportion.

A survey by BNP Media for the January 2017 issue of Beverage Industry throws some extra light on recent company success across all US beverage sectors.


• Of the 32% that launched 10 or more new products, 9% had 10 or more successes, indicating a success rate of under 1 in 3.

• Of the 95% that launched at least 1 new product, 14% had no success at all.

The main attributes identified by companies as most sought after by consumers were natural (72%), healthy (60%) and organic (58%). No others scored above 40%.

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