The S-curve of consumer product innovation
The guest explained that consumer products typically follow a 14-year S-curve of introduction, growth, maturity, and decline, requiring companies to develop next-generation innovations well before current products peak.
The argument
Procter & Gamble began developing its new Tide EVO tiles shortly after launching Tide Pods in 2012, anticipating the eventual maturity of the pod format and shifting consumer preferences toward cold-water washing and synthetic fabrics.
The thesis, stress-tested
✓ What validates it
- ✓Tide EVO achieving meaningful market share within the premium laundry segment
- ✓P&G successfully maintaining its 60% share of the US laundry market
▸ Risks discussed
- ▸High R&D costs may not be recouped if consumers reject the premium pricing of new formats
- ▸Prematurely cannibalizing successful existing products
Hear it yourself
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