Nielsen data shows that in 2019, a new product was launched to the US every two minutes. Yet, during the past three years, brick-and-mortar CPG unit volume has barely wavered above a 1% growth rate year-over-year in the US—a clear indicator that some innovations aren’t earning their keep, according to Nielsen.
This year’s breakthrough innovation process reviewed about 45,000 product launches. The brands that made the 2019 list reflect a wide range of products and approaches that succeeded in making meaningful connections with consumers, an impressive feat within an increasingly crowded marketplace. Beyond Nielsen’s requirements for products that reflect strong, distinct qualities such as mass potential, longevity, brand incrementality, category distinction and appeal toward a specific consumer target, this year’s list brings the continued evolution of the success criteria, which includes all six of Nielsen BASES’ activation profiles.
“Consumers encounter more than 30,000 new products every year, creating a fierce competition to capture the hearts and wallets of consumers,” said Jenny Frazier, SVP of Nielsen BASES. “With this much new news in the marketplace, there’s never been a more important time for manufacturers to find breakthrough success. The Nielsen BASES Top 25 breakthrough innovation list celebrates the absolute best of what brand innovators do to drive growth, and show us all what is possible when we pair a great idea with a great product and great activation.”
THE 2019 NIELSEN BREAKTHROUGH INNOVATION WINNERS:
Arm & Hammer Clump & Seal Slide
Baby Dove, Unilever
Bubly sparkling water, Pepsico
Caulipower, Caulipower LLC
Dave’s Killer Bread, Bagels, Flower Foods
Devour, The Kraft Heinz Company
Dunkin’ Donuts Iced Coffee, The Coca-Cola Company
Flonase Sensimist Allergy Relief, GSK consumer healthcare
Harry’s, Harry’s Inc.
Herbal Essences, Bio:Renew, Procter & Gamble
Just Crack an Egg, The Kraft Heinz Company
Just For Men Control GX, Combe, Incorporated
Kinder Joy, Ferrero
Lamb Weston Grown In Idaho
L’Oréal Paris Voluminous Lash Paradise, L’Oréal Paris
Lay’s Poppables, Frito-Lay North America
Maui Moisture, Johnson & Johnson
Mtn Dew Dew-S-A, Pepsico
Oui by Yoplait, General Mills
Parodontax, GSK consumer healthcare
The Red Bull summer edition, Red Bull North America
Ritz Crisp & Thins, mondelēz international
White claw hard seltzer, Mark Anthony Brands Inc.