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The international market research company NielsenIQ has announced the most successful new products of 2024. In Estonia, A. Le Coq received recognition in the low-alcohol category, where the long drink G:N Turbo was named the most successful new product. The ranking was based on both sales data and consumer feedback.
“G:N Turbo carries a sense of nostalgia, yet everything about it is new – both its content and appearance. The product was added to the assortment at the request of consumers who remembered the previously available G:N Energy. It stood out with its unique energy drink flavor and a memorable launch campaign,” said A. Le Coq’s Marketing Director Katrin Vernik, describing the product’s success. G:N Turbo is a long drink that balances the traditional taste of an energy drink with the refreshing character of a classic long drink.
According to Vernik, it is important to keep up with the times in order to meet consumers’ evolving expectations and preferences: “We receive a lot of feedback from our customers and try to incorporate it into product development. Even with the predecessor of this award-winning drink – G:N Energy – we received questions and requests almost monthly from consumers asking to bring the product back to the market.”
Nielsen selects the most successful new products of the year through a two-phase process. In the first phase, newly launched products are ranked based on actual sales data, reflecting real consumer purchases. In the second phase, a consumer survey is conducted to determine how widely the new products have been noticed, tried once, or repurchased. The final ranking is based on an index that combines sales figures and consumer feedback. This forms the basis for identifying the top-performing products in each category. The Best New Product ranking serves as an important benchmark for product development and marketing across the Baltic region.
