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A Look at HBA Products On SymphonyIRI’s 2011 Pacesetters List

June 4, 2012


• SymphonyIRI Group has revealed the most successful food and beverage and non-foods consumer packaged goods (CPG) brands in its 2011 New Product Pacesetters report—so where do household and personal care products stack up?


The Gillette Fusion ProGlide was one of the hottest new products in 2011, according to SymphonyIRI.
In non-foods, the 2011 innovation story is all about product performance, said SymphonyIRI. 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 tiebreaker plusses, such as fragrances, extended effectiveness and “going green” reassurances.


Two of the top HBA-related products on SymphonyIRI’s non-food list were razors—Gillette Fusion ProGlide and Schick Hydro. (A chart showing others that made the list below.)

2011 ‘PaceSetters’
• Here are the 2011 Top 10 New Product Pacesetters (non-food brands), according to SymphonyIRI. (Total year-one dollar sales across food, drug and mass channels, excluding Walmart.) Read more about SymphonyIRI’s “Pacesetters”.
Pampers Cruisers/
Swaddlers with Dry Max
$296.0 million
Gillette Fusion ProGlide $169.4 million
U by Kotex $74.6 million
Schick Hydro $64.9 million
Maybelline Volum’ Express Falsies $46.5 million
Nicorette Lozenge $45.2 million
Sally Hansen Salon Effects $41.8 million
Tide plus Febreze Freshness $37.9 million
Ensure with Revigor $37.5 million
Maybelline Fit Me $36.2 million

“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 Susan Viamari, editor, Times & Trends, SymphonyIRI. “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.”
According to SymphonyIRI, 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 Viamari. “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.”

More info: www.symphonyIRI.com
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