IRI Unveils Best New Products of 2015

At the IRI Growth Summit 2016, IRI unveiled its list of the most successful consumer packaged goods launches of 2015. The 2015 New Product Pacesetters report is an industry-recognized benchmark analysis of exceptional first-year CPG sales success for newly launched products.
 
 “The key to launching a successful new product today is not only understanding your core and target shoppers but also how these shoppers view the CPG marketplace,” said Susan Viamari, vice president, thought leadership, IRI. “Their viewpoint is very different from manufacturers and retailers. Consumers think about satisfying needs in terms of eating occasions, drinking occasions and product usage occasions. CPGs need to recognize which CPG categories compete for each occasion. It varies by mind-set, daypart, channel and shopper, so the days of one-size-fits-all strategies are gone forever.”
 
“The good news is that technology and analytic know-how play a huge role in creating an understanding about market trends and consumers’ needs and wants, and how those factors impact the way consumers make purchase decisions,” added Larry Levin, executive vice president, business development, IRI. “CPG marketers must harness that knowledge to understand sources of volume and incrementality for each of their brands across usage occasions — in other words, know where your sales are coming from. Ultimately, marketers are looking to get the full pool of potential consumers to buy more, rather than just shifting dollars from one brand within the portfolio to another.”

When it comes to non-food products, 20% of consumers actively seek new home care products that are good for the environment, and 17% look for beauty products that offer anti-aging benefits, according to survey results released by IRI.
 
2015 New Product Pacesetters (Top 10 Non-Food Brands):

1. Nexium 24HR
2. Air Wick Life Scents
3. Tide Simply Clean and Fresh
4. Always Discreet
5. Amopé Pedi Perfect
6. Purina Beyond
7. Sally Hansen Miracle Gel
8. Gillette Fusion ProGlide with FlexBall Technology
9. Gillette Venus Swirl
10. Glad OdorShield with Febreze Freshness & Gain

The full IRI “2015 New Product Pacesetters” report can be downloaded here: http://www.iriworldwide.com/en-US/insights/Publications/New-Product-Pacesetters-2016.