I see A LOT of product launches. Even in my post-retail buyer life, I remain inundated by new products.
Each week, I get introduced to, or contacted by, 20-25 new brands. And over 4 years that is a crap load of product!
There are a few product categories that I see often with little product differentiation. For me, these represent what NOT to launch. Why? Because the market place is crowded and little product differentiation can be achieved through R&D or claims.
Sure, product differentiation can be achieved in these categories. But it is an uphill battle for new brands with limited funds or access to R&D.