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Taking the Traditional Route

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Thus, it’s no surprise that consumerpackaged-goods manufacturers would use the supermarket channel to bolster new product introductions. According to data from , Chicago, supermarkets account for more than a quarter of new product introductions in the United States during the past year. Mass merchandisers, specialty retailers and internet retailers also report double-digit growth, but the supermarket channel clearly makes a high performance home for new products.

According to Mintel, convenience stores and drug stores lag in new product launches, reporting 0 percent and 6 percent, respectively. But as these channels become more developed and deliver on the needs of today’s on-the-go population, activity likely – or should – heat up. Club stores, too, have ample room for growth, accounting for only 2 percent of launches, yet also offering that “treasure hunt” experience that may be a strong platform for new products