What Are The Hottest New Products?

SymphonyIRI Group announced recently the most successful food and beverage and non-foods consumer packaged goods (CPG) brands in its 2011 New Product Pacesetters report, an industry-recognized benchmark analysis of exceptional first-year CPG sales success for newly launched products. New products are the lifeblood of the CPG industry, reinforced by the fact that, despite prolonged economic difficulties, 22% of consumers are always looking for new products to try.

“The Pacesetters of today, having beaten the new product odds regardless of a difficult and complex environment, are truly remarkable,” said Larry Levin, executive vice president, Consumer Insights, SymphonyIRI. “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.”

“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,” added 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.”

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

“Just like home-based eating is on the rise, more and more consumers want to take care of many of their beauty and personal care needs at home,” noted Viamari. “They want the professional-level performance of such places as spas and hair and nail salons without the price tag. From the top of your head to the tips of your toes, beauty and personal care products that bring luxury and indulgence into the home are really striking the right chord with consumers.”