In 2011-2012, nearly 1,900 new consumer packaged goods (CPG) brands hit retail shelves across the U.S. multi-outlet geography, which includes traditional grocery, drug, and mass market retailers, as well as sales from dollar and club channels, Walmart, and military commissaries. Information Resources Inc. (IRI) said that only 11% of those launches met the stringent, industry-recognized benchmarks of exceptional first-year sales success required to achieve 2012 New Product Pacesetter status.
The 200 top-selling CPG launches of the year, dubbed IRI’s New Product Pacesetters, each captured more than $13 million in year-one sales across the multi-outlet geography, with an individual average of $39.5 million in first-year revenues.
Top 10 Convenience Store Brands
In the convenience store arena, average year-one sales across the top 20 2012 IRI New Product Pacesetters were $50.4 million. “The power of trends around wellness and the quest for foods that support nutritional goals are immense,” said Levin. “The top-selling launches in the convenience store channel really underscore this phenomenon. Even in the convenience store channel, where indulgence is often toward the top of consumers’ minds, healthier-for-you innovation is being well received.”
- Bud Light Platinum ($224.5 million)
- Monster Rehab ($161.4 million)
- Skoal X-tra ($118.2 million)
- TruMoo ($95.7 million)
- Lipton 100% Natural ($60.1 million)
- REESE’S Mini’s ($39.8 million)
- MiO ($30.0 million)
- Dr Pepper TEN ($28.9 million)
- Rockstar 2X ($20.9 million)
- Magnum ($19.8 million)
Top 10 Food & Beverage Brands
Among food and beverage champions, average year-one dollar sales for the top 100 brands were $43.4 million. New food and beverage brands addressed long-standing trends around wellness, indulgence, and convenience. Importantly, though, the most powerful launches of the year also delivered more to today’s finicky, frugal, and fast-moving consumers. They provide new options that serve cross-occasion eating behaviors, support proactive wellness efforts, and satisfy desires for intelligent indulgence.
- Dannon Oikos ($283.8 million)
- Starbucks K-Cups ($198.9 million)
- Bud Light Platinum ($162.2 million)
- TruMoo ($158.3 million)
- Breyers Blasts! ($147.3 million)
- MiO ($127.6 million)
- Sparkling ICE ($122.7 million)
- Nature Valley Protein Bars ($95.7 million)
- Orville Redenbacher’s Pop Up Bowl ($92.1 million)
- Daily’s Frozen Pouches ($89.2 million)
Top 10 Nonfood Brands
In the nonfood arena, average year-one dollar sales for the top-100 brands were $36.1 million. Several long-standing trends remain important, including professional results in the home, healthier and happier pets, and sustainability, and the new launches across nonfood aisles addressed these trends. But the most powerful launches of the year took it a step further. “Consumers want more results with less effort, ideally at a lower price point versus professional services, and Pacesetter non-food manufacturers really delivered in 2012,” said Susan Viamari, editor of Times & Trends, for IRI. “From health and beauty care to home and pet care, CPG manufacturers leveraged new ingredients and advancing technology to empower consumers in more ways than ever before.”
- Allegra ($342.6 million)
- Colgate Optic White ($141.1 million)
- PetArmor ($126.4 million)
- Mucinex Fast-Max ($84.6 million)
- Crest Complete Multi-Benefit ($82.9 million)
- HUGGIES Little Movers Slip-on ($82.2 million)
- Milo’s Kitchen ($79. million)
- Febreze CAR Vent Clips ($69.5 million)
- Olay Body Collections ($64.5 million)
- CAREFREE ACTI-FRESH ($61.1 million)
The IRI Times & Trends Report, 2012 New Product Pacesetters, is available exclusively from IRI, the leader in delivering powerful market and shopper information, predictive analysis, and the foresight that leads to action. The findings of this report were compiled based on insights from IRI InfoScan Reviews, New Product Profiler, and the 2012 IRI New Products Survey. Source for lists: IRI New Product Profiler. (CSP Daily News: www.cspnet.com)
