4/17/2012
SymphonyIRI Announces the Most Successful Packaged Goods Brands of 2011
SymphonyIRI New Product Pacesetters™ Report Finds Leading Brands Bring Luxury and Variety to U.S. Consumers
“The Pacesetters of today, having beaten the new product odds regardless of a difficult and complex environment, are truly remarkable,” says Larry Levin, executive vice president, Consumer Insights, SymphonyIRI. “It all begins with really listening and responding to consumers. Those manufacturers that are taking the time to gain an intimate knowledge of the needs and wants of their consumers are cracking the code on true innovation.”
Many of today’s most powerful launches hail from the industry’s biggest and most well-rooted manufacturers, such as Procter & Gamble and PepsiCo. However, there also is an increasing trend toward manufacturers, big and small, bringing highly-targeted new products, such as the new, extensive line of gluten-free products from Udi’s Gluten Free Foods. Both long-established manufacturers and newcomers to the game are providing innovation that is setting the stage for the CPG world of tomorrow.
“With the growing presence and power of social media, as well as the potential to innovate freely and creatively, the ‘go-to-market’ playing field is a bit more level than it has been in the past,” says Susan Viamari, editor, Times & Trends, SymphonyIRI. “Many of today’s most powerful launches are quite targeted and this trend is ultimately changing the definition of successful innovation. Big or little, CPG manufacturers with a laser-like focus on true marketplace needs, at an increasingly granular level, will be the ones to enjoy new product success in the years to come.”
Food & Beverage
The ranks of the best-selling food and beverage launches of 2011 illustrate the fervor with which consumers are seeking pizzazz in their daily diet. From restaurant quality ingredients and recipes to unexpected textures and flavor combinations, this pizzazz is coming to market in many forms. For instance, the candy and gum sector experienced high levels of innovation in 2011, with successful launches accounting for 19 percent of food New Product Pacesetters dollars. These products play to a range of key snacking trends, including satiation, healthy eating, indulgence and on-the-go consumption.
The ritual of home-based eating has really driven the need for products that offer quick and easy meal solutions and provide the variety, comfort and/or restaurant quality that consumers need at a solid value. In fact, according to SymphonyIRI’s Q1 2012 MarketPulse survey, 55 percent of consumers are eating out less frequently today versus before the downturn began. This opportunity has been addressed and capitalized on by today’s most savvy manufacturers, evidenced by the fact that successful dinner solution launches became more numerous versus historical averages in 2011.
2011 New Product Pacesetters: Top 10 Food and Beverage Brands ($ Millions)
(Total Year-One Dollar Sales Across Food, Drug, and Mass Channels, excluding Walmart) | |
P.F. Chang’s Home Menu
|
$101.6
|
Thomas’ Bagel Thins
|
$73.6
|
Oscar Mayer Selects
|
$69.2
|
Folgers Gourmet Selections K-Cups
|
$58.4
|
M&M’S Pretzel
|
$58.4
|
Sun Drop
|
$55.8
|
Kellogg’s Special K Cracker Chips
|
$50.6
|
LEAN CUISINE Market Creations
|
$48.6
|
Gold Peak Chilled Tea
|
$44.3
|
BAILEYS Coffee Creamer
|
$44.2
|
“We’re also seeing a lot of innovation activity in the coffee and tea sector, which is being driven heavily by the proliferation of single-cup coffee brands, designed for the new Keurig coffee machines,” adds Levin. “For the year, nine coffee and tea innovations achieved New Product Pacesetter status, versus an historic average of four per year between 2002 and 2011.”
Non-Foods
In non-foods, the 2011 innovation story is all about product performance. Powerful beauty and personal care launches made consumers look and feel great based on amazing results, made easy. Healthcare banners are drawing more on unique and patentable advances to upgrade solutions and upstage the competition. And, new household products make housekeeping easier, but with tie-breaker plusses, such as fragrances, extended effectiveness and “going green” reassurances. New pet care products also hit the mark with consumers, who want to enhance the quality and longevity of the lives of their treasured friends.
2011 New Product Pacesetters: Top 10 Non-Foods Brands ($ Millions)
(Total Year-One Dollar Sales Across Food, Drug, and Mass Channels, excluding Walmart) | |
Pampers Cruisers/Swaddlers with Dry Max
|
$296.0
|
Gillette Fusion ProGlide
|
$169.4
|
U by Kotex
|
$74.6
|
Schick Hydro
|
$64.9
|
Maybelline Volum’ Express Falsies
|
$46.5
|
Nicorette Lozenge
|
$45.2
|
Sally Hansen Salon Effects
|
$41.8
|
Tide plus Febreze Freshness
|
$37.9
|
Ensure with Revigor
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$37.5
|
Maybelline Fit Me
|
$36.2
|
“Just like home-based eating is on the rise, more and more consumers want to take care of many of their beauty and personal care needs at home,” adds Viamari. “They want the professional-level performance of such places as spas and hair and nail salons without the price tag. From the top of your head to the tips of your toes, beauty and personal care products that bring luxury and indulgence into the home are really striking the right chord with consumers.”
About the Report
The SymphonyIRI Times & Trends Report, “2011 New Product Pacesetters” is available exclusively from SymphonyIRI, the leading global provider of consumer, shopper, and retail market intelligence and insights for the consumer packaged goods CPG, retail, and healthcare industries. The findings of this report were compiled based on insights from SymphonyIRI AttitudeLink™ Trier-Repeater/Non-Repeater Surveys, BehaviorScan® New Product Testing, IntroCast™ Launch Forecasting, Launch Commander™, and New Product Profiler™. To download the full report, listen to the New Product Pacesetters webinar replay, and view a New Product Pacesetters video, visit: www.SymphonyIRI.com/npp.
About SymphonyIRI Group, Inc.
SymphonyIRI Group, formerly named Information Resources, Inc. (“IRI”), is the global leader in innovative solutions and services for driving revenue and profit growth in CPG, retail and healthcare companies. SymphonyIRI offers two families of solutions: Core IRI solutions for market measurement and Symphony Advantage solutions for enabling new growth opportunities in marketing, sales, shopper marketing and category management. SymphonyIRI solutions uniquely combine content, analytics and technology to deliver maximum impact. SymphonyIRI helps companies create, plan and execute forward-looking, shopper-centric strategies across every level of the organization. For more information, visithttp://www.SymphonyIRI.com.
# # #
SymphonyIRI Group Contacts:John McIndoe
E-mail: John.McIndoe@SymphonyIRI.com
Phone: (312) 474-3862
Shelley Hughes
E-mail: Shelley.Hughes@SymphonyIRI.com
Phone: (312) 474-3675
http://www.symphonyiri.com/NewsEvents/PressReleases/tabid/97/ItemID/1461/View/Details/Default.aspx
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