Innovation has long been the driving force behind the success of Fast-Moving Consumer Goods (FMCG) companies. These innovative breakthroughs not only cater to the evolving needs and desires of consumers but also push the boundaries of what is possible within the industry. To gain valuable insights into the world of FMCG innovation, we had the privilege of speaking with Johannes Kieven, Senior Manager Laundry and Home Care at Henkel. In this interview, we delve into thought-provoking insights that shed light on the importance of digital innovation and its role in shaping the future of FMCG.
Innovation is the lifeline of FMCG
Johannes Kieven Senior, an industry expert, emphasizes that digital innovation plays a critical role in the FMCG sector. Without innovation, FMCG brands would struggle to survive in today’s highly competitive marketplace. In his words, “Innovation is the lifeline of the FMCG industry. It allows companies to stay ahead of the competition, anticipate consumer needs, and create products that truly resonate with their target audience.”
When it comes to Henkel‘s approach to innovation within its laundry and home care division, Kieven reveals that fostering a culture of innovation is a top priority. Henkel achieves this by encouraging cross-functional collaboration and empowering employees to think creatively. The company also invests significantly in research and development, staying at the forefront of digital and technological advancements. Moreover, Henkel actively seeks out partnerships with start-ups and external innovators, like Verhaert, to leverage fresh perspectives and expertise. This collaborative and forward-thinking approach enables Henkel to drive innovation and develop products that meet consumer needs and embrace digital paths.
Consumers are more conscious about sustainability
The conversation with Kieven also sheds light on how consumer behavior and expectations have influenced the need for innovation in the FMCG industry. Today’s consumers are more conscious about sustainability, demand greater product transparency, and expect personalized experiences. These shifting expectations require FMCG companies to innovate across various dimensions, including product formulation, packaging, and marketing with digital trends in mind. By embracing consumer insights and leveraging data-driven approaches, FMCG companies can deliver on these expectations, build customer loyalty, and stay ahead of the competition.
Henkel’s commitment to sustainability emerges as a key component of its innovation strategy. Kieven highlights that Henkel prioritizes the development of products that are not only effective but also environmentally friendly. The company invests in research to reduce the ecological footprint of its products, explores alternative materials, and optimizes manufacturing processes to minimize waste and energy consumption. By prioritizing sustainable innovation, FMCG companies actively contribute to environmental preservation while meeting the demands of an increasingly eco-aware consumer base.
Embracing technological advancements is crucial
Technology plays a transformative role in driving innovation within the FMCG industry, as affirmed by Kieven. Advanced analytics, artificial intelligence, and smart connected devices offer new possibilities to enhance products, offer digital layers optimize supply chains, and deliver more personalized experiences. Embracing these technological advancements is crucial for companies aiming to stay ahead in this competitive landscape. By leveraging technology, FMCG brands can create innovative solutions that not only meet consumer expectations but also drive operational efficiency and customer satisfaction.
In conclusion, innovation remains a driving force within the FMCG industry. The insights shared by Johannes Kieven from Henkel highlight the importance of embracing (digital) innovation to anticipate consumer needs, foster sustainability, and deliver even more personalized experiences. By fostering a culture of innovation, investing in research and development, and leveraging digital technologies, FMCG companies can stay at the forefront of the industry, meet evolving consumer demands, and shape the future of FMCG innovation.
If you want to learn more about how we’ve helped Henkel stay at the forefront of innovation, or how we can help solve your innovation challenge, we’re all ears!
Curious to hear the insights from Johannes himself? Check out the full interview here!