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2012's Most Successful CPG Brands

April 22, 2013

Which HBA SKUs made IRI's list?

In 2011-2012, nearly 1,900 new CPG brands hit retail shelves across the U.S. multi-outlet geography, which includes traditional grocery, drug and mass market retailers, as well as sales from dollar and club channels, Walmart and military commissaries. Information Resources, Inc. (IRI) announced today that only 11% of those launches met the stringent, industry-recognized benchmarks of exceptional first-year sales success required to achieve 2012 New Product Pacesetter status.

The 200 top-selling CPG launches of the year—dubbed “IRI’s New Product Pacesetters’”—each captured more than $13 million in year-one sales across the multi-outlet geography, with an individual average of $39.5 million in first-year revenues.

In the non-food arena, which includes HBA brands as well as products for pets and OTC mediciations, average year-one dollar sales for the top-100 brands were $36.1 million.

According to IRI, several long-standing trends remain important, including professional results in the home, healthier and happier pets and sustainability, and the new launches across non-food aisles addressed these trends. But, the most powerful launches of the year took it a step further.

Here are the 2012 New Product Pacesetters Top 10 Non-Food Brands ($ Millions, Total Year-One Dollar Sales, Multi-Outlet):

1. Allegra ($342.6)
2. Colgate Optic White ($141.1)
3. PetArmor ($126.4)
4. Mucinex Fast-Max ($84.6)
5. Crest Complete Multi-Benefit ($82.9)
6. Huggies Little Movers Slip-ons ($82.2)
7. Milo’s Kitchen ($79.3)
8. Febreze CAR Vent Clips ($69.5)
9. Olay Body Collections ($64.5)
10.Carefree Acti-Fresh  ($61.1)

“Consumers want more results with less effort, ideally at a lower price point versus professional services, and Pacesetter non-food manufacturers really delivered in 2012,” says Susan Viamari, editor of Times & Trends, IRI. “From health and beauty care to home and pet care, CPG manufacturers leveraged new ingredients and advancing technology to empower consumers in more ways than ever before.”
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