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Downy Infusions Scents, Gain Blissful Breeze and Tide Heavy Duty 10X are among IRI 2020 Pacesetters.
June 12, 2021
By: TOM BRANNA
Editor
For more than a year, during the pandemic, consumers were forced to stay home. No surprise, then, that the most successful new product introductions focused on self-care and comfort, according to IRI. The best-selling new products of 2020 were honored with IRI's Pacesetter Awards. Procter & Gamble was well-represented with three new products among the top 10 in the non-food category. For more than 20 years, IRI has provided Happi with valuable on diverse topic including laundry detergent, household cleaners, hair care, color cosmetics and skin care. “Understanding consumer demographics and why certain products succeed is imperative for brands, both big and small, as innovation strategists work to respond to the continuously shifting marketplace,” said Larry Levin, EVP-market and shopper intelligence and thought leadership, IRI. “IRI's 2020 New Product Pacesetters and its consumer attitudes survey about new products tell a story of people staying at home, but still seeking out products and brands that offered indulgence and comfort amid the chaos of COVID-19.” For nonfood Pacesetters, products that offer added value to consumers won big. With an increased demand for detergent due to shoppers spending more time at home, laundry had a big showing on the top 20 list, with four laundry products making the cut. Leader Downy Infusions Scents generated more than $120 million in sales. It captured the interest of consumers who wanted to create a premium, luxurious experience at home, with long-lasting scents and added fabric protection. Other top brands were Gain Blissful Breeze coming in at No. 16, Gain Scent Blast at No. 19 and Tide Heavy Duty 10X taking the No. 22 spot. While overall sales were down in the beauty department, there was an emergence of new self-care and beauty products sought by consumers who wanted to stay camera-ready for Zoom and FaceTime calls. While there were a similar number of face and skin care launches in 2020 and 2019, Pacesetter sales of these products were stronger in 2020 with 29 beauty Pacesetters representing $378 million and 17% of total nonfood Pacesetters, nearly double the share earned by the group in the previous year. The average launch increased to $13.1 million in 2020 from $10.6 million in 2019. Of course, in a mask-based society, eyecolor cosmetics dominated the beauty segment. Household cleaning products also had a strong year throughout the pandemic, with two paper towel products landing a spot in the top 10 nonfood Pacesetters. Brawny Tear-A-Square came in at No. 2, while Viva Multi-Surface Cloth took the No. 7 spot. According to IRI's consumer survey data, pet adoption was up significantly during 2020. Among the top 20 nonfood Pacesetters, three pet products earned a spot, including Greenies at No. 3, Swiffer Pet at No. 12 and Tidy Cats Free & Clean at No. 14. Here are IRI's Pacesetters in the Non-Food Category 1. Downy Infusion Scents, Procter & Gamble 2. Brawny Tear-A-Square, Koch Industries 3. Greenies, Mars 4. Juul, Juul Labs 5. Native, Procter & Gamble 6. Duracell Optimum, Berkshire Hathaway 7. Viva Mult-Surface Cloth, Kimberly-Clark 8. Olay Retinol24, Procter & Gamble 9. Mucinex Nightshift, Reckitt 10. Primatene Mist, Amphastar Pharmaceuticals 11. Pampers Cruisers 360° Fit, Procter & Gamble 12. Swiffer Pet, Procter & Gamble 13. Sensodyne Pronamel Intensive Enamel Repair, GlaxoSmithKline 14. Tidy Cats Free & Clean, Nestlé 15. Gain Blissful Breeze, Procter & Gamble 16. Neuriva, Reckitt 17. Hempvana, Bulbhead 18. Mr. Clean Clean Freak, Procter & Gamble 19. Gain Scent Blast, Procter & Gamble 20. Persil ProClean Discs, Henkel 21. Bounce WrinkleGuard, Procter & Gamble 22. Tide Heavy Duty 10X, Procter & Gamble 23. Maybelline The Falsies Lash Lift, L'Oréal 24. L'Oréal Infallible Fresh Wear, L'Oréal 25. Nature's Way Sambucus, Schwabe North America 26. Kibbles 'n Bits Meaty Middles, The JM Smucker Company 27. Optimum Nutrition Gold Standard, Glanbia 28. L'Oréal Elvive Dream Lengths, L'Oréal 29. Pantene Pro-V Nutrient Blends, Procter & Gamble 30. Tide Simply Odor Rescue, Procter & Gamble 31. Purex 4-in-1 Pacs, Henkel 32. Burt's Bees Oral Care, Clorox 33. Downy WrinkleGuard, Procter & Gamble 34. Revlon PhotoReady Candid, Revlon 35. The Pioneer Woman Dog Treats, Nestlé 36. Blue Diamond, The Cookware Company 37. Dove 0% Aluminum, Unilever 38. Friskies Lil Soups, Nestlé 39. Clorox Scentiva Mopping Cloths, Clorox 40. Zyn, Swedish Match 41. Maybelline Super Stay Ink Crayon, L'Oréal 42. Contigo Couture, Newell Brands 43. Conair Double Ceramic, Conair 44. Dixie Ultra Deep Dish, Koch Industries 45. Sally Hansen Mega Strength, JAB Holdings 46. Seventh Generation Feminine Care, Unilever 47. LA Colors Color Craze Gel, Beauty 21 Cosmetics 48. Milk-Bone GnawBones, JM Smucker 49. Genteal Tears, Alcon Labs 50. Snuggle Scent Shakes, Henkel 51. Skintimate Disposable Razors, Edgewell 52. Purina Dentalife ActivFresh, Nestlé 53. Lifeaid, Lifeaid 54. L'Oréal Bambi Eye, L'Oréal 55. Schwarzkopf got2b Metallics, Henkel 56. Elf Camo, Elf Cosmetics 57. Milk-Bone Wonder Bones, JM Smuckers 58. Huggies Nourish & Care, Kimberly-Clark 59. Maybelline Brow Ultra Slim, L'Oréal 60. Hartz Delectables Squeeze Up, Hartz 61. Body Fortress Super Advanced Isolate Protein, KKR 62. Nature's Recipe Prime Blends, JM Smuckers 63. Swiffer WetJet with Mr. Clean, Procter & Gamble 64. Parodontax Complete Protection, GlaxoSmithKline 65. Kiss Glam Fantasy, Kiss Products 66. Hair Food, Procter & Gamble 67. Arm & Hammer for Pets, Church & Dwight 68. L'Oréal Infallible Full Wear, L'Oréal 69. CoverGirl TruBlend Undercover, JAB Holding 70. Bare Republic, SC Johnson 71. Tampax/Always Pure Collection, Procter & Gamble 72. Axe Excite, Unilever 73. Not Your Mother's Curl Talk, DeMert & Dougherty 74. Refresh Relieva, AbbVie 75. Vicks Vapopatch, Procter & Gamble 76. Poise Active Collection, Kimberly-Clark 77. Vicks VapoShower, Procter & Gamble 78. Axe Ice Chill, Unilever 79. Kiss Salon Dip, Kiss Products 80. Irish Spring 5-in-1, Colgate Palmolive 81. Revlon ColorStay Brow Creator, Revlon 82. Band-Aid Water Block Tough Strips, Johnson & Johnson 83. Boost Women, Nestlé 84. Soylent, Rosa Foods 85. Revlon Root Erase, Revlon 86. Vicks VapoCool Sore Throat, Procter & Gamble 87. Neutrogena Bright Boost, Johnson & Johnson 88. Dulcolax Liquid, Sanofi 89. Clairol Root Touch-up Color Blending Gel, KKR 90. KISS Salon Acrylic Natural, Kiss Products 91. Maybelline Dream Urban Cover, L'Oréal USA 92. Revlon Super Lustrous The Gloss, Revlon 93. Bic Soleil Click 5, Bic 94. Uno Flip, Mattel 95. Cascade Pure Essentials, Procter & Gamble 96. Acuvue RevitaLens, Johnson & Johnson 97. Revlon So Fierce!, Revlon 98. Studio by Tide, Procter & Gamble 99. Milani Keep It Full, Gryphon Investors 100. Purina Beneful Superfood Blend, Nestlé
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