Dare to be different: Lessons learnt from innovating in the food, soft drink and alcohol sectors

Room 1 | 10:00 am - 10:30 am | Wednesday, May 3, 2023

Being ‘different’ is the main driver of above average stock market returns, from technology to finance to consumer-packaged goods, according to recent analysis from Saïd Business School at the University of Oxford and Kantar BrandZ. This indicates that the brands most likely to generate these exceptional levels of return are those that are different to their competitors, in a meaningful way and set trends.

This session focuses on the role that innovation plays in driving this ‘difference.’ We drill down into the food, soft drink and alcohol industries, which are all crowded marketplaces with tough conditions for delivering meaningfully different innovation. Understanding how the top brands in this sector innovate will help all brands understand how they can make a difference when it comes to innovation. We find that those who do successfully produce innovations that are ‘different’ and incremental do so using a different approach. They dare to be different, seamlessly using insight at speed, through a different type of innovation journey, involving more hypothesis testing and learning using a combination of implicit and explicit consumer responses to enable more meaningful and different outcomes. We’ll leave you with five key lessons learned by brands in these sectors as they take this different learning journey.

Key takeaways:

  1. Successful brands focus on being different (in a meaningful way).
  2. Successful brands dare to be different by taking a different innovation journey.
  3. A different innovation journey needs to be underpinned by strong expertise and enabled by technology platforms such as Kantar Marketplace.

Best Practices Consumers Presentation by Supplier


More sessions

See all sessions

Creating Inmarsat’s insights portal

Ross Anderson will discuss how he developed and launched Insights Space – the leading satellite communication provider’s new central insights portal. Insights Space is a single place to go for [...]


The Art of Automation: For engaging, insightful and accurate large-scale reporting

Report automation is often thought of as limited to just mass generation of charts, but it can be so much more than that. Automated reporting is ideal for any repetitive [...]


What do they think about Cannabis: A deep dive into feelings and opinions of consumers from the Netherlands and newly legalized Thailand

Presentation of research that Savelsberg Research together with his local Thai research partner conducted with Thai and Dutch nationals living in their respective countries. We asked them about the online [...]