The innovation advantage: How advantage is built EP:1/3

Decoding the Shopper · Mar 17, 2026 · 13m

Watch podcast on You Tube: https://youtu.be/hn0rCMYo5YE

48% of launches reduce category spending. That’s not a typo.

Nearly half of innovation doesn’t expand the category, it redistributes spend.

In Episode 1 of our podcast series focused on Innovation: The innovation advantage: How advantage is built. We look at what happens after launch as most innovation looks good at launch.

But what matters is what happens when:

• The spotlight moves on

• The promotion ends

• The numbers normalise

We unpack why behavioural direction, repeat, repertoire role, occasion expansion, is the real measure of…