Top Food, Beverage Launches Average $35M in First-Year Sales

Information Resources, Inc. (IRI), released its 2013 New Product Pacesetters report that identified the most successful consumer packaged goods brands based on highest year-one dollar sales for 190,000 new UPCs and 9,500 new brand launches in 2013.

CHICAGO and ORLANDO, Fla.—Information Resources, Inc. (IRI), released its 2013 New Product Pacesetters report that identified the most successful consumer packaged goods brands based on highest year-one dollar sales for 190,000 new UPCs and 9,500 new brand launches in 2013.

According to the report, the top 100 food and beverages launches of 2013 averaged $35 million in year-one dollar sales. Consumer demand for healthier products was the main driver behind new product success. In fact, 7 of the top 10, and 73 of the top 100 food and beverage products launched in 2013 offer a healthier-for-you benefit.

Three yogurt lines made the top 10 ranking, with Dannon Light & Fit Greek capturing the top spot. Overall, the addition of fiber and/or whole grains were found in 42% of the new launches. The report also noted that “dieting" has evolved into “nutritional management," and consumers are looking for products with lower calories, less sugar and fewer ingredients.

“Innovation in 2013 is all about healthier-for-you products," said Susan Viamari, editor, Thought Leadership, IRI. “Healthy is truly everywhere. From food and beverages to hair care, skin care, and even pet food and cleaning products, consumers not only want to look and feel their best, but they want improved wellness to extend to their homes and pets, too."

The 2013 Top 10 food and beverages new product pacesetters are:

  1. Dannon Light & Fit Greek ($144.9 million)
  2. Yoplait Greek 100 ($135.1 million)
  3. Kellogg’s Special K Pastry Crisps ($100.6 million)
  4. TOSTITOS Cantina Tortilla Chips ($100.3 million)
  5. Bud Light Lime Lime-A-Rita ($97.4 million)
  6. Müller Yogurt ($95.8 million)
  7. Eight O’Clock K-Cups ($89.8 million)
  8. Pepsi NEXT ($83.2 million)
  9. Kellogg’s Special K Flatbread Breakfast Sandwiches ($77.9 million)
  10. Atkins Frozen Meals  ($74 million)

“Manufacturers are always striving to create breakthrough innovation, and our impressive list of the 2013 Pacesetters, which earned an average of $35 million in their first year, is no exception, as these products fuel accelerated growth and serve as catalysts for excitement in the CPG arena," said Larry Levin, executive vice president and practice leader, IRI. “New product innovation is more important than just dollars, though. It builds excitement, buzz and competitive advantage. Successful new products can establish and protect category leadership, as well as help companies break into entirely new categories. In short, they are game changers for CPG companies and consumers alike."

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