Challenge illusion of innovation & unlock £3bn in value

The UK grocery market is going through a transformative phase because discounters have challenged the British public’s perception of product innovation. Today 94% of customers who shop at a discounter also shop at a multiple within the same month. They have created an illusion of innovation by selling established products at a new, lower price point which makes consumers question the value credentials of the big four supermarkets. In this paper, Newton argues that by focusing on genuine innovation UK businesses can create more passionate shoppers and unlock a £3bn opportunity.

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