04.03.17
IRI has announced last year’s most successful consumer packaged goods launches in its 2016 New Product Pacesetters report, an industry-recognized benchmark analysis of exceptional first-year CPG sales success for newly launched products.
“The top product launches of 2016 highlight the three P’s of successful innovation — prevention, personalization and pizzazz,” said Susan Viamari, vice president of Thought Leadership for IRI. “Each plays an essential role in driving awareness and engagement in today’s marketplace. Personalization is perhaps the most talked about, and desired, phenomenon in marketing today. Keying in on consumer preferences is critical because of the sheer volume of information in front of people at any given time. Products that are delivering small and powerfully targeted solutions that grab consumers’ attention and make them feel and look great are resonating and making a huge impact.”
The leading brands include properties owned by Procter & Gamble, L'Oréal and Henkel.
Source: IRI Market Advantage
“Technology and know-how are allowing CPG marketers to not only understand consumer needs and wants, but also to respond to them more effectively than ever before,” added Larry Levin, executive vice president of Consumer and Shopper Marketing for IRI. “As a result, average year-one dollar sales from even the most impactful new product launches are continuing to decline, a trend we noted in Pacesetters during the last couple years. Certainly, mega launches surpassing $100 million are still occurring, but the brands in the middle of the pack are getting the squeeze as smaller, more targeted brands are capturing a growing share of Pacesetter sales.”
According to IRI, Technology-enabled personalization is making a powerful statement by helping consumers get better results and experience excitement and relaxation in the ways they prefer. This is abundantly clear across the wide range of 100 top-performing non-food brands, which had median year-one dollar sales of $17.6 million.
Consumers want products that nourish from the inside out and contain exciting or relaxing ingredients. Fun new product forms increase enjoyment and personalization. Top-launching skin care brand Garnier SkinActive, for instance, offers a range of skin care products developed to simplify skin care and actively make skin look fresh and healthy, no matter the skin type. The brand’s website offers a quick-search feature that helps consumers pinpoint the right product and also offers guidance on developing the ideal personalized skin care routine.
The health care sector saw a decline in its number of Pacesetter-earning brands in 2016, but average launch size increased. The jump in average dollars earned year one was attributable to the powerful over-the-counter (OTC) transition of Flonase, with $317 million in its first OTC year. Excluding the allergy drug, average year-one dollar sales for new health care launches fell by nearly 60 percent, again due to the presence of several more targeted new product launches.
“The top product launches of 2016 highlight the three P’s of successful innovation — prevention, personalization and pizzazz,” said Susan Viamari, vice president of Thought Leadership for IRI. “Each plays an essential role in driving awareness and engagement in today’s marketplace. Personalization is perhaps the most talked about, and desired, phenomenon in marketing today. Keying in on consumer preferences is critical because of the sheer volume of information in front of people at any given time. Products that are delivering small and powerfully targeted solutions that grab consumers’ attention and make them feel and look great are resonating and making a huge impact.”
The leading brands include properties owned by Procter & Gamble, L'Oréal and Henkel.
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2016 New Product Pacesetters: Top 10 Non-Food Brands($ Millions) (Total Year-One Dollar Sales, Multi-Outlet) |
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| 1. Flonase | $316.5 |
| 2. Gillette Fusion ProShield | $144.9 |
| 3. Garnier SkinActive | $117.5 |
| 4. Tide Pods Plus Febreze | $87.3 |
| 5. Crest Pro-Health Advanced | $80.1 |
| 6. The Pioneer Woman Collection | $79.1 |
| 7. Persil ProClean | $63.2 |
| 8. Cesar Home Delights | $45.2 |
| 9. Tampax Pocket Pearl | $41.9 |
| 10. Old Spice Fresher Collection | $39.0 |
“Technology and know-how are allowing CPG marketers to not only understand consumer needs and wants, but also to respond to them more effectively than ever before,” added Larry Levin, executive vice president of Consumer and Shopper Marketing for IRI. “As a result, average year-one dollar sales from even the most impactful new product launches are continuing to decline, a trend we noted in Pacesetters during the last couple years. Certainly, mega launches surpassing $100 million are still occurring, but the brands in the middle of the pack are getting the squeeze as smaller, more targeted brands are capturing a growing share of Pacesetter sales.”
According to IRI, Technology-enabled personalization is making a powerful statement by helping consumers get better results and experience excitement and relaxation in the ways they prefer. This is abundantly clear across the wide range of 100 top-performing non-food brands, which had median year-one dollar sales of $17.6 million.
Consumers want products that nourish from the inside out and contain exciting or relaxing ingredients. Fun new product forms increase enjoyment and personalization. Top-launching skin care brand Garnier SkinActive, for instance, offers a range of skin care products developed to simplify skin care and actively make skin look fresh and healthy, no matter the skin type. The brand’s website offers a quick-search feature that helps consumers pinpoint the right product and also offers guidance on developing the ideal personalized skin care routine.
The health care sector saw a decline in its number of Pacesetter-earning brands in 2016, but average launch size increased. The jump in average dollars earned year one was attributable to the powerful over-the-counter (OTC) transition of Flonase, with $317 million in its first OTC year. Excluding the allergy drug, average year-one dollar sales for new health care launches fell by nearly 60 percent, again due to the presence of several more targeted new product launches.
