B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
80%
80% -- new product failure rate for CPG industry (2021)
80% of the estimated 30,000 new products launched annually fail.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
80%
Unit
Percentage
Data Vintage
2021
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
35
Freshness
95
Source
Harvard Business School
Primary
Tier C
https://affiliatedailynews.com/2021/05/how-cpg-marketing-can-use-content-to-create-lasting-product-d… ↗
Source Article
How CPG Marketing Can Use Content to Create Lasting Product Demand
Original Research
Harvard Business School
· Original study ↗
Methodology
HBS professor estimate cited in article
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CPG industry: 80% new product failure rate. Source: Harvard Business School (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/cpg-new-product-failure-rate
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<blockquote cite="https://lighthousedata.io/data/cpg-new-product-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 failure rate for CPG industry<br><small>Source: Harvard Business School (2021) · <a href="https://lighthousedata.io/data/cpg-new-product-failure-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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