IRI’s 2013 ‘Pacesetters’ deliver healthy benefits, innovation
CHICAGO and ORLANDO, Fla. — IRI announced on Wednesday the results of its 2013 New Product Pacesetters report, a benchmark analysis of exceptional first-year consumer packaged goods sales success for newly launched products.
There were 190,000 new UPCs and 9,500 new brand launches that hit the shelves in 2013.
“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,” stated Larry Levin, EVP 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.”
Food and Beverage Launches Capture $35 Million in Year-One Sales on Average
For the top 100 food and beverage champions, average year-one dollar sales were $35 million. Healthy attributes played a major role in the success of new food and beverage brands. In fact, seven of the top 10, and 73 of the top 100 food and beverage products launched in 2013 offer a healthier-for-you benefit.
2013 New Product Pacesetters: Top 10 Food and Beverage Brands ($ Millions) (Total Year-One Dollar Sales, Multi-Outlet)
- Dannon Light & Fit Greek $144.9
- Yoplait Greek 100 $135.1
- Kellogg’s Special K Pastry Crisps $100.6
- Tostitos Cantina Tortilla Chips $100.3
- Bud Light Lime Lime-A-Rita $97.4
- Müller Yogurt $95.8
- Eight O’Clock K-Cups $89.8
- Pepsi NExt $83.2
- Kellogg’s Special K Flatbread Breakfast Sandwiches $77.9
- 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% 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 such as calories and sugar.
Non-Food Champions Secure $34 Million in Year-One Sales on Average
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)
- Tide Pods $324.6
- L’Oréal Advanced Haircare $141.8
- ZzzQuil $121.1
- Vidal Sassoon Pro Series $96.0
- Clear Scalp & Hair Therapy $92.7
- Downy Infusions $90.2
- Ajax Triple Action $84.2
- Always/Tampax Radiant $83.0
- Secret Outlast $82.4
- Puffs Basic $74.5
Source: IRI Market Advantage
New Products Attain “Monster” Successes in Year-One Sales in Convenience Stores
In the convenience-store arena, average year-one sales across the top 10 IRI New Product Pacesetters were an astounding $94 million.
“The power of consumers’ pursuit of health and wellness is even seen in the convenience channel, with neuro Drinks landing a top-10 ranking,” added Levin. “However, ‘grab and go’ indulgence is still top-of-mind for consumers, so beer, liquor, tobacco and energy drinks still dominate this channel’s best-selling launches.”
2013 New Product Pacesetters: Top 10 Convenience Store Brands ($ Millions) (Total Year-One Dollar Sales, Convenience Store Channel)
- Monster Energy Ultra $268.2
- Red Bull Total Zero $139.1
- Marlboro NXT $117.9
- NJOY $115.5
- Bud Light Lime Lime-A-Rita $113.1
- Budweiser Black Crown $55.9
- neuro Drinks $52.1
- Pepsi NEXT $31.1
- Doritos Jacked $25.9
- Starbucks Refreshers $24.1
Source: IRI Market Advantage
The findings of the report were compiled based on insights from the suite of tools offered by IRI’s Innovation Center of Excellence, including Market Advantage, New Product Profiler and the 2014 IRI New Products Survey.
Philips Sonicare launches kids power toothbrush
STAMFORD, Conn. — Philips Sonicare has introduced its new Philips Sonicare for Kids, a rechargeable power toothbrush for kids.
The new Philips Sonicare for Kids is equipped with the same sonic technology found in other Philips Sonicare toothbrushes that gently drives fluid between teeth and along the gum line, making it especially effective for kids with braces.
Unlike a manual toothbrush, which can be difficult for children to properly maneuver, Philips Sonicare for Kids delivers more than 500 brush strokes per second, removing up to 75% more plaque than a manual brush in hard-to-reach places, the company stated. It also has several kid-friendly features, including:
- Fun Stickers for boys and girls, allowing the child to make his or her toothbrush unique and colorful;
- KidTimer that gradually increases to two minutes to train kids to brush for the dentist-recommended time. The survey found that nearly half (48%) of parents would feel more confident in their child’s ability to brush independently if he or she did so for the dental professional-recommended time of two minutes; and
- KidPacer that provides fun sounds to encourage the child to brush their entire mouth, including upper, lower, front and back teeth.
Philips Sonicare for Kids is available now at Amazon, Target, Walmart, Meijer, Bed Bath & Beyond, Walgreen’s and other retailers, for a suggested retail price of $49.99.
Dr. Miracle’s to sponsor ‘Miracle Makeover’ web series
ATLANTA — Ethnic hair care brand Dr. Miracle’s is sponsoring a new fashion and beauty web series featuring actress Malinda Williams.
Cocoa Media Group, which offers a collection of digital destinations such as CocoaFab.com and CocoaStyle.com for young women of color, is launching the new four-episode web series called "Miracle Makeover." The series will feature Dr. Miracle’s chief marketing officer Kimberly Hairston.
"The Miracle Makeover series on CocoaFab.com is a perfect complement to Dr. Miracle’s new Authentic Beauty campaign. Malinda Williams is a mirror image of our consumer. She owns her beauty and is her own hair expert. Having the opportunity to be a part of these truly miraculous makeovers by implementing a Doctor Approved Treatment Plan for each authentic beauty makes our concept tangible. We are truly excited to share the these incredible transformations and inspiring individual stories with our consumer base,” Hairston said.
Episode 1: An aspiring model gets a look to rock the runway. (3/11/14)
Episode 2: A college student gets a professional look to take on the business world. (3/25/14)
Episode 3: A bride gets a head-turning look for her wedding reception. (4/8/14)
Episode 4: Planning a girlfriend getaway, a young woman gets a look made for adventure. (4/22/14)