From: September 30, 2018
To: October 3, 2018

Mintel will once again be attending the New Products Conference. Don’t miss our Directors of Innovation and Insight, Lynn Dornblaser and David Jago, speak on Tuesday, October 2nd from 3:30PM – 4:15PM. Find out more on the conference here.

Interested in joining Mintel? Click here to register and receive a $200 discount.

Disrupt to Grow: Succeed in the Midst of Blurring and Shifting Categories

Lynn Dornblaser and David JagoDirectors, Innovation & Insight, Mintel

You won’t grow your brand just by being “consistent.” The marketplace and consumers are ever-changing. Are you? The trade, especially retailers, thinks in static categories, but consumers don’t. We see categories continue to blur and shift, and smart companies responding with products that fit consumers’ shifting tastes and lifestyles. Mintel’s Lynn Dornblaser and David Jago  look at some examples that have eschewed consistency with success—such as the growth of craft sodas and how small companies have reinvented better-for-you snacks. Mintel also identifies a few categories that may be ripe for the next shift (think the continued blurring of snacks and meals or the continued impact of plant-based foods).