The focus here is on exploring the landscape to identify the specific unmet consumer need(s) in conjunction with the selling landscape of your competitor set and affiliated categories. Gathering the information and analysing it will help identify key insights to inform the journey and map out the launch in more detail.

A useful model to start from is a SWOT, populating this by applying different ‘lenses’ (or angles) to consider the current situation – for example your relationship with key retailers, category trends and your internal operations.

The table below, although not fully comprehensive, might be a helpful starting point with example questions. Using these as reflective points can help with considering the strengths and weaknesses of your current situation and offer in the context of your market.

If your NPD is part of a range extension and / or a wider brand portfolio, then you should consider its role and purpose across your holistic brand offering, looking for how it complements your offer both to your key trade accounts as well as to the consumer/shopper. This can help mitigate cannibalization and support incremental sales and category growth.