What’s the real cost of launching without consumer research
Most CPG launches fail before they reach shelf. Find out what that risk is actually worth in dollars — before you commit the budget.
Built for innovators. Loved by product teams. Trusted by leading brands.
Why you need an ROI calculator for product innovation
80–85% of new CPG product launches fail. Most brands never put a number on what that risk actually costs — in wasted development spend, missed revenue, and the opportunity cost of a slower path back to market.
How to calculate your launch ROI
Enter your numbers below to see the projected return on your product development investment.
What it actually costs to get this product to shelf — formulation, packaging, production setup, and testing. Most CPG launches run $50K to $500K or more.
Your realistic revenue projection for the first 12–18 months post-launch, based on distribution, pricing, and expected sell-through.
Try it yourself
Enter your estimated development cost and expected launch revenue to see your projected return.
Common ROI mistakes to avoid
Launching blind to hit a deadline can cost far more than the weeks saved — most launches without research fail to reach their revenue targets.
A failed launch isn’t just wasted development spend — it’s lost shelf space, damaged retailer relationships, and a slower path to your next attempt.
Validated launches consistently outperform blind ones — the research budget is small next to the revenue it protects.
Turn validation into your ROI advantage
Highlight helps you hit your ROI target by de-risking the launch before you spend on production.
- Validate concepts and claims before development dollars are spent
- Catch issues early, when they’re still cheap to fix
- Launch with the data that shows exactly what will resonate
Common ROI calculator questions
What is a good ROI on product development?
Most CPG brands target a 3–5x return on their development investment within the first 12–18 months post-launch.
How much does it cost to launch a CPG product?
Typical launch costs range from $50K to $500K or more, depending on category, packaging complexity, and production scale.
What percentage of new products fail?
Industry estimates put new CPG product failure rates between 80–85% — most of that risk is preventable with validation before launch.
How does consumer research reduce launch risk?
It replaces guesswork with evidence — testing concepts, claims, and prototypes with real consumers before you commit to production, so you catch what won’t work while it’s still cheap to fix.
De-risk your next launch
See the platform in action — book a session and get a personalized walkthrough of how Highlight protects your launch ROI.