B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
80%
80% -- new product launch failure rate for new consumer product launches (2026)
Approximately 80% to 90% of new consumer product launches fail within 12 months of launch.
- Reported as an approximate range of 80% to 90%
- Secondary citation attributing to Nielsen
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
80%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Nielsen
Primary
Tier C
https://echodepthinsight.com/insights/why-focus-groups-fail ↗
Source Article
Why Focus Groups Fail to Predict Market Success
Research methodology
Why focus groups fail to predict market success — and what to do instead.
Focus groups fail to predict market success because of three structural problems that no amount of facilitation skill can remove. The first is peer pressure: in a group, participants hear each other, and e…
Original Research
Nielsen
· Original study ↗
Methodology
Range 80-90% reported; attributed to Nielsen. Midpoint used. Cited in article arguing focus groups fail to predict market success.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
new consumer product launches: 80% new product launch failure rate. Source: Nielsen (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumer-product-launch-failure-rate
HTML Embed
<blockquote cite="https://lighthousedata.io/data/consumer-product-launch-failure-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>80%</strong> -- new product launch failure rate for new consumer product launches<br><small>Source: Nielsen (2026) · <a href="https://lighthousedata.io/data/consumer-product-launch-failure-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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