Crowned: product newcomers with a lifestyle & coolness factor
by Reiner Graul
In 2021 as well, Bormann & Gordon carried out a consumer survey on the winning products of the „Convenience Best“ ranking. The award honours genuine product innovations – this time in 12 different categories.
Alongside strong brands and their line extensions, genuine newcomer brands from the German rap subcultures made it onto the podium in their categories this year. They are particularly impressive because they turn established business models on their head: with intelligent marketing – exclusively via social media channels and often involving successful influencers – they generate enormous demand from the target group and thus drive broad availability and visibility in retail.
Read here who the chart-toppers among the convenience brands are, and why innovative strength matters so much for success on the shelf: