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Most Successful CPG Products of 2011 Offer Luxury, Variety

Despite prolonged economic difficulties, 22% of consumers continue to search the aisles of mass market stores for new products to try. Indeed, new products are the lifeblood of the CPG industry. Consumer weren’t disappointed with last year’s offering.

P.F. Chang’s Home Menu and P&G’s Pampers Cruisers/Swaddlers with Dry Max were the most successful CPG products in 2011 in the food/beverage and non-foods categories, according to SymphonyIRI Group in its 2011 New Product Pacesetters report. The benchmark analysis ranks exceptional first-year CPG sales success for newly launched products.

“It all begins with really listening and responding to consumers. Those manufacturers that are taking the time to gain an intimate knowledge of the needs and wants of their consumers are cracking the code on true innovation,” says Larry Levin, executive vice president, Consumer Insights, SymphonyIRI.

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.

Food & Beverage

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% 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% 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.

2011 New Product Pacesetters: 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


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.

2011 New Product Pacesetters: 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

via CPGmatters_Products&Solutions.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


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