It is too difficult to get listings in supermarkets, which is hindering NPD in the dairy category, according to a study commissioned by the Dairy Supply Chain Forum (DSCF).
Consultant Consortium’s report, Barriers to Innovation in the UK Dairy Industry, says: “The typical timing for product listing is following a range review but there are fewer of these taking place, and apart from some interim reviews, they are conducted annually. The opportunity for getting new products listed therefore appears to be limited.
“We recommend that the DSCF establish with retailers what the process for getting new products listed is and, if it is as limited as the research suggests, explore a mechanism for them to consider new products outside of range reviews.”