CHICAGO -- 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.
"IRI's 2012 Pacesetters are best-in-class products that have truly beaten the daunting new product odds," said Larry Levin, executive vice president and general manager of insights and thought leadership for IRI. "In fact, the manufacturers of these Pacesetter brands showed a quiet resolve and determination to stimulate growth despite a challenging economic environment in 2012."
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."
2012 New Product Pacesetters: Top 10 Convenience Store Brands
(Total Year-One Dollar Sales, Convenience Store Channel)
1. Bud Light Platinum ($224.5 million).
2. Monster Rehab ($161.4 million).
3. Skoal X-tra ($118.2 million).
4. TruMoo ($95.7 million).
5. Lipton 100% Natural ($60.1 million).
6. REESE'S Mini's ($39.8 million).
7. MiO ($30.0 million).
8. Dr Pepper TEN ($28.9 million).
9. Rockstar 2X ($20.9 million).
10. Magnum ($19.8 million).
Source: IRI New Product Profiler
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.
2012 New Product Pacesetters: Top 10 Food & Beverage Brands
(Total Year-One Dollar Sales, Multi-Outlet)
1. Dannon Oikos ($283.8 million).
2. Starbucks K-Cups ($198.9 million).
3. Bud Light Platinum ($162.2 million).
4. TruMoo ($158.3 million).
5. Breyers Blasts! ($147.3 million).
6. MiO ($127.6 million).
7. Sparkling ICE ($122.7 million).
8. Nature Valley Protein Bars ($95.7 million).
9. Orville Redenbacher's Pop Up Bowl ($92.1 million).
10. Daily's Frozen Pouches ($89.2 million).
Source: IRI New Product Profiler
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."
2012 New Product Pacesetters: Top 10 Nonfood Brands
(Total Year-One Dollar Sales, Multi-Outlet)
1. Allegra ($342.6 million).
2. Colgate Optic White ($141.1 million).
3. PetArmor ($126.4 million).
4. Mucinex Fast-Max ($84.6 million).
5. Crest Complete Multi-Benefit ($82.9 million).
6. HUGGIES Little Movers Slip-on ($82.2 million).
7. Milo's Kitchen ($79. million).
8. Febreze CAR Vent Clips ($69.5 million).
9. Olay Body Collections ($64.5 million).
10.CAREFREE ACTI-FRESH ($61.1 million).
Source: IRI New Product Profiler
"The class of 2012 IRI New Product Pacesetters is remarkable for many reasons," said Viamari. "These products are bringing consumers increased value at a time when value is more critical than it has been in recent history. They are doing this by harnessing many and varied ingredients and technologies to deliver products that do things better with less effort; taste better, with enhanced nutritional value; and bring excitement, without breaking the bank. These products are leading the CPG industry into tomorrow. And, they are delivering growth for the manufacturers that bring them to market."
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.
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