How to drive growth with innovation
29 April 2026Discover three considerations when developing innovation.
Sometimes the most successful innovation is quiet in its takeover. Reinventing existing products to better suit shopper needs can be more successful than risking an entirely new product. This is especially true when shoppers are closely guarding their budgets and maybe less willing to splash out for a completely unfamiliar product.
Three considerations for developing innovation:
Deliver against the value equation
Innovation can help ease shopper pain points by saving time, reducing costs and simplifying decisions. When new products clearly solve these pressures and feel worth the spend, shoppers are still open to trying them, even in a challenging economic environment.
Brands and private label both have opportunities to deliver
Private label continues to grow by delivering trusted quality at lower prices, even in categories once dominated by heritage brands (e.g. baby).
My daughter has used this brand since she was a baby and has moved up to the pull ups.
Nappies, wipes & toiletries,
Aldi shopper
When shoppers need to be sure of a product, they have historically stuck to brands with a trusted legacy. However, the rising cost-of-living over recent years prompted a shift to private label across the board, baby products included. With ‘Baby Week’ and positive online reviews driving spend, Aldi’s Mamia is the largest own-label nappy/pants brand in GB.
Future growth will come by meeting emerging needs
Frozen and nutrient‑dense propositions show strong future potential. These categories tick multiple shopper needs at once: value, convenience, health, sustainability and ease. Categories that meet several needs simultaneously offer the greatest room to scale.
Although the idea of “nutrient dense” has been around for years, using it as a meal‑led proposition is newly emerging, and it’s quickly proving to be a highly scalable for innovation.
The ability to meet multiple rising needs at once, from GLP‑1 users to ageing shoppers in smaller households and value‑seekers, nutrient‑dense meals can unlock growth in the near future. This breadth of relevance gives the platform significant room to expand.
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