New Product Development
New Product Development (NPD) is the process of bringing a new product or product variant from initial concept through to commercial launch. In FMCG, NPD typically spans consumer research, formulation/development, packaging design, commercial validation, production trials, and trade sell-in.
NPD is the lifeblood of FMCG. Consumer tastes change, competitors innovate, and retailers constantly seek differentiation. Most FMCG companies run 'stage-gate' processes to evaluate NPD at key milestones before committing capital. Success rates for NPD are notoriously low — industry estimates suggest 80–90% of FMCG new products fail within 2 years.
NPD experience is highly valued in brand management, marketing, and category roles. Brand Managers typically lead NPD projects cross-functionally, and demonstrating successful NPD launches on a CV significantly strengthens candidacy for senior marketing roles.
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