The world’s biggest consumer goods groups are planning a new generation of products for supermarket shelves, from heated razors to intelligent toothbrushes, as they accelerate efforts to win back shoppers who have ditched mass-produced brands.
Executives behind household staples including Colgate toothpaste and Fairy washing up liquid have pledged in the past week to step up innovation as investor concerns mount over anaemic sales growth and the threat posed by upstart competitors.
The commitments come as new figures show legacy consumer packaged goods companies have ceded $27bn in sales in the US alone within the past six years.
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