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March 22, 2010
By: TOM BRANNA
Editor
Tide Total Care from Procter & Gamble was among the top new product introductions of 2009, according to Information Resources Inc. But with the recession weighing heavily on budgets, more than 90% of IRI’sNew Product Pacesetters were brand extensions, highlighting manufacturers’ focus on offering new products with trusted brand equity behind them to attract skittish shoppers. In the non-food segment, the top products showcase the same self-reliance and “do-it-at-home” strategies as the most popular food and beverage brands.From health care to beauty care, shoppers are saving money by giving themselves treatments at home and relying on over-the-counter health products. People also snapped up products that made their daily routines more efficient or pleasant. “The self-reliant trend in home care, self care and beauty care is driving innovation in the non-food CPG arena,” said Anne Berlack, executive vice president, IRI Business Insights. 2009 New Product Pacesetters: Top 10 Non-Food Brands ($ Millions) (Total Year-One Dollar Sales Across Food, Drug, and Mass Channels, excluding Walmart) Quilted Northern Ultra Plush $135 Tide Total Care $79 Sundown Naturals $57 Gillette Venus Embrace $51 Smooth Away $51 PediPaws $50 Bounty ExtraSoft $49 Always Infinity $46 Secret Flawless $41 K-Y Yours + Mine $35 Source:IRI New Product Profiler™ The annual New Product Pacesetters research distinguishes the ‘best of the best’ in terms of new product innovation and high performance sales execution,” said IRI Senior Vice President of Marketing John McIndoe.“In 2009, manufacturers continued investing in research and development, and listened to their shoppers’ evolving needs to deliver superior products.These companies are a shining example of the power true shopper-centric innovation produces, and we salute their efforts and performance.” More info: us.infores.com
2009 New Product Pacesetters: Top 10 Non-Food Brands ($ Millions) (Total Year-One Dollar Sales Across Food, Drug, and Mass Channels, excluding Walmart)
Quilted Northern Ultra Plush
$135
Tide Total Care
$79
Sundown Naturals
$57
Gillette Venus Embrace
$51
Smooth Away
PediPaws
$50
Bounty ExtraSoft
$49
Always Infinity
$46
Secret Flawless
$41
K-Y Yours + Mine
$35
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