FMCG (Fast-Moving Consumer Goods) companies frequently launch new products—it's normal for them to release new items every month. For large corporations, every action must serve a clear purpose. A product that costs millions of dollars to develop and launch must fulfill at least one strategic goal:
(1) Stay Competitive: The market is highly saturated. Even top companies must constantly evolve just to maintain their position.
(2) Meet Changing Consumer Needs: Trends, preferences, and lifestyles shift rapidly. Many FMCG products are designed to be temporary, catering to seasonal or short-term demands.
(3) Drive Attention and Revenue: Whether short-lived or permanent, new products can bring significant profits or create jobs during clearance efforts. Many experts believe it's impossible to predict which products will succeed, so companies often follow a high-launch-volume strategy—despite the risk of wasting millions.
From my perspective, product innovation is essential for FMCG companies to stay competitive and resilient in this fast-changing market. The real question is: which product should be launched?
- Python (pandas, matplotlib)
- Jupyter Notebook
- Data Cleaning – Handle missing values and inconsistencies.
- Exploratory Data Analysis (EDA) – Understand the shape, trends, and relationships in the data.
- Insight Visualization – Plot patterns across demographics, regions, and innovation types.
- Identified key demographic segments.
- Highlighted trends in purchasing behavior.
This dataset simulates 1,000 FMCG beverage products to explore:
- Innovation Type: New Flavor, Upsize, Downsize, etc.
- Segment, Category, Region, Sales Channel
- Sales data: Volume, Price per Liter, Sales Value
- Performance: Trial Rate, Repeat Rate, Market Share
- Launch context: Distribution, Out-of-Stock Rate, Time
- There are some missing values in the dataset, which will be addressed during the analysis phase.
Uncovered high-potential product types based on performance KPIs.
Isolated demographic and channel trends to inform launch strategy.
Identified innovation types most associated with repeat purchases and market share growth.