Gillette’s Fusion is Top New Product Launch of 2006

Gillette hasn’t lost its edge. The company’s Fusion shaving line was the top new product launch in 2006 in the non-food category, according to Information Resources, Inc.’s 2006 New Product Pacesetters ranking of the year’s most successful new consumer packaged goods.

“These brands truly beat the odds, since less than one quarter of new brands exceed the $7.5 million hurdle for year-one sales that is required to earn Pacesetter status,” explains Sunny Garga, president, IRI Business and Consumer Insights. “The Pacesetter report provides a detailed assessment of this year’s winners to reveal the product benefits that resonated with consumers, the trends to watch for future new product opportunities and sales benchmarks to consider when evaluating new product introductions.”

Here’s a look at the top 10 brands and their one year sales across food, drug and mass channels, excluding Wal-Mart:

1.    Gillette Fusion men’s shaving products $191 (Mil $)
2.    Tide with Febreze laundry detergent $138
3.    Scott Extra Soft toilet tissue $109
4.    Tide Coldwater laundry detergent $93
5.    all small & mighty concentrated laundry detergent $57
6.    Huggies Pull-Ups with Wetness Liner training pants $55
7.    Jergens Natural Glow moisturizer$54
8.    Zantac 150 antacid tablets $53
9.    Pantene Pro V Expressions hair care $50
10.    Gillette Venus Vibrance & Disposables women’s razors $49
Source: IRI InfoScan® Reviews

“There are a number of trends likely to influence new non-food product development during the next few years, including customization,” adds Ms. Garga. “For instance, we may not be far away from offering a base hair care product with add-ins for specific hair conditions that consumers can mix in themselves, a la syrups at coffee shops. Both anti-aging supplements and food and beverages with anti-aging benefits, such as acai and Vitamin C also have tremendous potential.”

Focus on eco-friendly benefits is expected to grow significantly as a rising number of consumers seek environmentally-friendly products (biodegradable, non-toxic, chlorine-free and petroleum-free) and packaging (biodegradable, re-usable or made from recycled materials). Finally, premium products will strike a chord with baby boomers who will likely spend their discretionary income not only on premium food and beverages, but also on premium non-foods including healthcare and cleaning products