New Turing Labs Report: 70% of CPG Brands Are Losing the Race to Shelf
New research reveals why large CPG companies can no longer innovate at the speed the market demands.
Turing Labs today released a report revealing a structural gap in CPG product innovation at a moment when consumer preferences are shifting faster than at any point in the past two decades.
GLP-1 shifts, clean label demands, and challenger brands have compressed the window between emerging trend and commercial opportunity, yet CPG innovation cycles haven't kept pace.
Based on a survey of 290 senior leaders at U.S. and European food and beverage companies, the report finds the gap is structural. In 70% of cases, leaders acknowledged that competitors reach the shelf first in the same categories or trend spaces their organizations are actively pursuing. More than 9 in 10 said they cannot consistently launch successful products without compromising on speed, timeline, or feasibility.
