IRI Announces Most Successful Consumer Packaged Goods Brands of 2013

Information Resources, Inc. (IRI), announced the most successful consumer packaged goods (CPG) brands in its 2013 New Product Pacesetters report. With 190,000 new UPCs and 9,500 new brand launches hitting the shelves in 2013, new products are certainly high-octane fuel for CPG growth engines.

“Manufacturers are always striving to create breakthrough innovation, and our impressive list of the 2013 Pacesetters, which earned an average of $35 million in their first year, is no exception, as these products fuel accelerated growth and serve as catalysts for excitement in the CPG arena,” says Larry Levin, executive vice president and practice leader, IRI. “New product innovation is more important than just dollars, though. It builds excitement, buzz and competitive advantage. Successful new products can establish and protect category leadership, as well as help companies break into entirely new categories. In short, they are game changers for CPG companies and consumers alike.”

“Innovation in 2013 is all about healthier-for-you products,” says Susan Viamari, editor, Thought Leadership, IRI. “‘Healthy’ is truly everywhere. From food and beverages to hair care, skin care, and even pet food and cleaning products, consumers not only want to look and feel their best, but they want improved wellness to extend to their homes and pets, too.”

For the top 100 food and beverage champions, average year-one dollar sales were $35 million. Healthy attributes played a huge role in the success of new food and beverage brands. In fact, seven of the top 10, and 73 of the top 100 food and beverage products launched in 2013 offer a healthier-for-you benefit.

2013 New Product Pacesetters: Top 10 Food and Beverage Brands ($ Millions)

(Total Year-One Dollar Sales, Multi-Outlet)
1. Dannon Light & Fit Greek $144.9
2. Yoplait Greek 100 $135.1
3. Kellogg’s Special K Pastry Crisps $100.6
4. TOSTITOS Cantina Tortilla Chips $100.3
5. Bud Light Lime Lime-A-Rita $97.4
6. Müller Yogurt $95.8
7. Eight O’Clock K-Cups $89.8
8. Pepsi NEXT $83.2
9. Kellogg’s Special K Flatbread Breakfast Sandwiches $77.9
10. Atkins Frozen Meals $74.0

Source: IRI Market Advantage

Consumers are still seeking a healthy, convenient way to become or stay light and fit, so three yogurt lines made the “top 10” ranking this year, with Dannon Light & Fit Greek capturing the top spot. Overall, the most prevalent “add” in 2013’s Pacesetters brands was fiber and/or whole grains, which was/were found in 42 percent of the new launches. In addition, the report underscores that “dieting” has evolved into “nutritional management.” Consumers are looking for products that remove or limit less desirable attributes, so products offering lower calories, less sugar and fewer ingredients are hitting just the right note.

In the non-food arena, average year-one dollar sales for the top 100 brands were $34 million. The best-selling launches of 2013 demonstrate the power of promising healthier, worry-free expectations and experiences, as well as of providing economical options.

Earning $2 billion in aggregate year-one launch sales, 48 out of the top 100, non-food Pacesetters deliver wellness. And, for the first time in recent Pacesetter history, three home-care products achieved top-10 status, including Tide Pods, Ajax Triple Action and Downy Infusions. Hair-care marketers are also “going big” with results, experiences and value, with L’Oreal’s Advanced Haircare and Vidal Sassoon Pro Series securing top spots.

2013 New Product Pacesetters: Top 10 Non-Food Brands
($ Millions)

(Total Year-One Dollar Sales, Multi-Outlet)
1. Tide Pods $324.6
2. L’Oréal Advanced Haircare $141.8
3. ZzzQuil $121.1
4. Vidal Sassoon Pro Series $96.0
5. Clear Scalp & Hair Therapy $92.7
6. Downy Infusions $90.2
7. Ajax Triple Action $84.2
8. Always/Tampax Radiant $83.0
9. Secret Outlast $82.4
10. Puffs Basic $74.5

Source: IRI Market Advantage

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