The Gillette Fusion ProGlide was one of the hottest new products in 2011, according to SymphonyIRI.
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.)
• 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”.
Swaddlers with Dry Max
|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