The Biggest CPG Brand Hits of 2011
New products are the lifeblood of the consumer packaged goods (CPG) industry, reinforced by the fact that, despite prolonged economic difficulties, 22 percent of consumers are always looking for new products to try. 2011’s most successful food and beverage and non-foods CPG brands were revealed in SymphonyIRI’s "2011 New Product Pacesetters" report, an industry-recognized benchmark analysis of exceptional first-year CPG sales success for newly launched products.
Many of today’s most powerful launches hail from the industry’s biggest and most well-rooted manufacturers, such as Procter & Gamble and PepsiCo. However, there also is an increasing trend toward manufacturers, big and small, bringing highly-targeted new products, such as the new, extensive line of gluten-free products from Udi’s Gluten Free Foods. Both long-established manufacturers and newcomers to the game are providing innovation that is setting the stage for the CPG world of tomorrow.
“With the growing presence and power of social media, as well as the potential to innovate freely and creatively, the ‘go-to-market’ playing field is a bit more level than it has been in the past,” says Susan Viamari, editor, Times & Trends, SymphonyIRI. “Many of today’s most powerful launches are quite targeted and this trend is ultimately changing the definition of successful innovation. Big or little, CPG manufacturers with a laser-like focus on true marketplace needs, at an increasingly granular level, will be the ones to enjoy new product success in the years to come.”
Top 10 Food and Beverage Brands ($ Millions)
(Total Year-One Dollar Sales Across Food, Drug, and Mass Channels, excluding Walmart)
P.F. Chang’s Home Menu: $101.6
Thomas’ Bagel Thins: $73.6
Oscar Mayer Selects: $69.2
Folgers Gourmet Selections K-Cups: $58.4
M&M’S Pretzel: $58.4
Sun Drop: $55.8
Kellogg’s Special K Cracker Chips: $50.6
LEAN CUISINE Market Creations: $48.6
Gold Peak Chilled Tea: $44.3
BAILEYS Coffee Creamer: $44.2
Source: SymphonyIRI New Product Profiler™
The ranks of the best-selling food and beverage launches of 2011 illustrate the fervor with which consumers are seeking pizzazz in their daily diet. From restaurant quality ingredients and recipes to unexpected textures and flavor combinations, this pizzazz is coming to market in many forms. For instance, the candy and gum sector experienced high levels of innovation in 2011, with successful launches accounting for 19 percent of food New Product Pacesetters dollars. These products play to a range of key snacking trends, including satiation, healthy eating, indulgence and on-the-go consumption.
The ritual of home-based eating has really driven the need for products that offer quick and easy meal solutions and provide the variety, comfort and/or restaurant quality that consumers need at a solid value. In fact, according to SymphonyIRI’s Q1 2012 MarketPulse survey, 55 percent of consumers are eating out less frequently today versus before the downturn began. This opportunity has been addressed and capitalized on by today’s most savvy manufacturers, evidenced by the fact that successful dinner solution launches became more numerous versus historical averages in 2011.
“We’re also seeing a lot of innovation activity in the coffee and tea sector, which is being driven heavily by the proliferation of single-cup coffee brands, designed for the new Keurig coffee machines,” adds Larry Levin, executive vice president, Consumer Insights, SymphonyIRI. “For the year, nine coffee and tea innovations achieved New Product Pacesetter status, versus an historic average of four per year between 2002 and 2011.”
Top 10 Non-Foods Brands ($ Millions)
?(Total Year-One Dollar Sales Across Food, Drug, and Mass Channels, excluding Walmart)
Pampers Cruisers/Swaddlers with Dry Max: $296.0
Gillette Fusion ProGlide: $169.4
U by Kotex: $74.6
Schick Hydro: $64.9
Maybelline Volum’ Express Falsies: $46.5
Nicorette Lozenge: $45.2
Sally Hansen Salon Effects: $41.8
Tide plus Febreze Freshness: $37.9
Ensure with Revigor: $37.5
Maybelline Fit Me: $36.2
Source: SymphonyIRI New Product Profiler™
In non-foods, the 2011 innovation story is all about product performance. Powerful beauty and personal care launches made consumers look and feel great based on amazing results, made easy. Healthcare banners are drawing more on unique and patentable advances to upgrade solutions and upstage the competition. And, new household products make housekeeping easier, but with tie-breaker plusses, such as fragrances, extended effectiveness and “going green” reassurances. New pet care products also hit the mark with consumers, who want to enhance the quality and longevity of the lives of their treasured friends.
The SymphonyIRI Times & Trends Report, “2011 New Product Pacesetters” is available exclusively from SymphonyIRI. The findings of this report were compiled based on insights from SymphonyIRI AttitudeLink Trier-Repeater/Non-Repeater Surveys, BehaviorScan New Product Testing, IntroCast Launch Forecasting, Launch Commander, and New Product Profiler. To download the full report, listen to the New Product Pacesetters webinar replay, and view a New Product Pacesetters video, visit: www.SymphonyIRI.com/npp.
Related Articles:
The Biggest CPG Brand Hits of 2010?
Most Successful New Products of 2009
Many of today’s most powerful launches hail from the industry’s biggest and most well-rooted manufacturers, such as Procter & Gamble and PepsiCo. However, there also is an increasing trend toward manufacturers, big and small, bringing highly-targeted new products, such as the new, extensive line of gluten-free products from Udi’s Gluten Free Foods. Both long-established manufacturers and newcomers to the game are providing innovation that is setting the stage for the CPG world of tomorrow.
“With the growing presence and power of social media, as well as the potential to innovate freely and creatively, the ‘go-to-market’ playing field is a bit more level than it has been in the past,” says Susan Viamari, editor, Times & Trends, SymphonyIRI. “Many of today’s most powerful launches are quite targeted and this trend is ultimately changing the definition of successful innovation. Big or little, CPG manufacturers with a laser-like focus on true marketplace needs, at an increasingly granular level, will be the ones to enjoy new product success in the years to come.”
Top 10 Food and Beverage Brands ($ Millions)
(Total Year-One Dollar Sales Across Food, Drug, and Mass Channels, excluding Walmart)
P.F. Chang’s Home Menu: $101.6
Thomas’ Bagel Thins: $73.6
Oscar Mayer Selects: $69.2
Folgers Gourmet Selections K-Cups: $58.4
M&M’S Pretzel: $58.4
Sun Drop: $55.8
Kellogg’s Special K Cracker Chips: $50.6
LEAN CUISINE Market Creations: $48.6
Gold Peak Chilled Tea: $44.3
BAILEYS Coffee Creamer: $44.2
Source: SymphonyIRI New Product Profiler™
The ranks of the best-selling food and beverage launches of 2011 illustrate the fervor with which consumers are seeking pizzazz in their daily diet. From restaurant quality ingredients and recipes to unexpected textures and flavor combinations, this pizzazz is coming to market in many forms. For instance, the candy and gum sector experienced high levels of innovation in 2011, with successful launches accounting for 19 percent of food New Product Pacesetters dollars. These products play to a range of key snacking trends, including satiation, healthy eating, indulgence and on-the-go consumption.
The ritual of home-based eating has really driven the need for products that offer quick and easy meal solutions and provide the variety, comfort and/or restaurant quality that consumers need at a solid value. In fact, according to SymphonyIRI’s Q1 2012 MarketPulse survey, 55 percent of consumers are eating out less frequently today versus before the downturn began. This opportunity has been addressed and capitalized on by today’s most savvy manufacturers, evidenced by the fact that successful dinner solution launches became more numerous versus historical averages in 2011.
“We’re also seeing a lot of innovation activity in the coffee and tea sector, which is being driven heavily by the proliferation of single-cup coffee brands, designed for the new Keurig coffee machines,” adds Larry Levin, executive vice president, Consumer Insights, SymphonyIRI. “For the year, nine coffee and tea innovations achieved New Product Pacesetter status, versus an historic average of four per year between 2002 and 2011.”
Top 10 Non-Foods Brands ($ Millions)
?(Total Year-One Dollar Sales Across Food, Drug, and Mass Channels, excluding Walmart)
Pampers Cruisers/Swaddlers with Dry Max: $296.0
Gillette Fusion ProGlide: $169.4
U by Kotex: $74.6
Schick Hydro: $64.9
Maybelline Volum’ Express Falsies: $46.5
Nicorette Lozenge: $45.2
Sally Hansen Salon Effects: $41.8
Tide plus Febreze Freshness: $37.9
Ensure with Revigor: $37.5
Maybelline Fit Me: $36.2
Source: SymphonyIRI New Product Profiler™
In non-foods, the 2011 innovation story is all about product performance. Powerful beauty and personal care launches made consumers look and feel great based on amazing results, made easy. Healthcare banners are drawing more on unique and patentable advances to upgrade solutions and upstage the competition. And, new household products make housekeeping easier, but with tie-breaker plusses, such as fragrances, extended effectiveness and “going green” reassurances. New pet care products also hit the mark with consumers, who want to enhance the quality and longevity of the lives of their treasured friends.
The SymphonyIRI Times & Trends Report, “2011 New Product Pacesetters” is available exclusively from SymphonyIRI. The findings of this report were compiled based on insights from SymphonyIRI AttitudeLink Trier-Repeater/Non-Repeater Surveys, BehaviorScan New Product Testing, IntroCast Launch Forecasting, Launch Commander, and New Product Profiler. To download the full report, listen to the New Product Pacesetters webinar replay, and view a New Product Pacesetters video, visit: www.SymphonyIRI.com/npp.
Related Articles:
The Biggest CPG Brand Hits of 2010?
Most Successful New Products of 2009