IRI's Times & Trends highlights new developments and critical events across all major CPG categories and channels, providing powerful benchmarking data to help guide your strategic decisions. This issue celebrates the most successful new CPG brands and details the product benefits that hit the mark with consumers. A free summary is also accessible via the GMA website at  at 

INTRODUCTION

Now in its thirteenth year, the annual IRI New Product Pacesetters report showcases the year’s most successful new CPG brands. These brands truly beat the odds: less than one-quarter of new brands exceed the $7.5 million hurdle for year-one sales that is required to earn Pacesetter status

Several new Pacesetters accomplished this goal by creating new markets, leveraging advanced consumer insights and new technologies. Others hit the mark by delivering high-demand benefits to targeted consumer segments or by extending to new dayparts. Many of this year’s Pacesetters supported brand launches with lifestyle-based marketing initiatives, which present the brand as part of a solution, not just a purchase.

This report details the most successful new CPG brands and the unique consumer benefits and positioning that made them a success .


KEY FINDINGS

• CPG manufacturers have increased focus on innovation, but few new brands hit it big. An exceptionally high number of new product introductions over the past three years reflects the growing importance of innovation in manufacturer growth strategies; however, less than 2% of new brands earn $50 million or greater in year-one sales.

• Highly successful new food and beverage brands address evolving consumer health and wellness needs. The most successful new food and beverage brands delivered health and wellness benefits– not only weight management and nutrition, but also disease prevention and management; food and beverage health benefits will become increasingly specific in the coming years.
   
• Several center store categories stepped up new product introductions. Snack bars and cereal remain the most productive food and beverage categories in Pacesetter introductions, but several major categories significantly stepped up the number of qualifying introductions this year, including salty snacks, beer, ready-to-drink coffee and tea, and bottled water.
   
• Non-food Pacesetters are changing the game through new technologies and new spins on everyday tasks. A substantial number of non-food Pacesetters offered game-changing benefits and positioning this year, raising the bar for future introductions; game-changers included automated home care, aromatherapy in laundry care and hair care, and “professional-caliber” personal care.
   
• Hair care shelves changed dramatically this year as new product introductions rise sharply. Among non-foods, hair care had a remarkable year, with every hair care category significantly increasing the number of New Product Pacesetters, and four hair care brands making the top ten list.
   


• Consumer choice expands even further as a substantial number of new varieties enter the market. A growing number of both food & beverage and non-food Pacesetters offer new varieties, including products targeting specific demographic segments, health conditions and dayparts; as the breadth of varieties expands, the need for relevant assortments becomes more critical.
   

Source: IRI's Times & Trends Reports
Information Resources, Inc. (IRI) is the world’s leading provider of enterprise market information solutions and services to the consumer packaged goods (CPG), retail, and healthcare industries.