Consumer Staples Sector | Development of new products


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We believe that a good NPD strategy is an underestimated (long-term) growth engine for consumer staples – the benefit is far more than a few extra points of growth (for a year).

A good NPD process, driven by top management, ensures (1) longevity – companies must innovate to stay relevant in the long run, (2) expansion into adjacencies – highly accretive DCF, in our opinion.

While there are short-term risks of NPD failure (1) the costs of returning stocks (can be minimized, however) and (2) a (potential) conflict with the trade channel, we believe the potential benefits far outweigh the costs.

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