In 2011-2012, nearly 1,900 new CPG products hit retail shelves across the U.S. multi-outlet geography.Information Resources Inc. (IRI) says that only 11% of those launches met the stringent, industry-recognized benchmarks of exceptional first-year sales success.
The 200 top-selling CPG launches of the year, dubbed “IRI’s New Product Pacesetters,” each captured more than $13 million in year-one sales across the multi-outlet geography, with an individual average of $39.5 million in first-year revenues. IRI says its multi-outlet geography includes traditional grocery, drug and mass market retailers, as well as sales from dollar and club channels, Walmart and military commissaries.
“IRI’s 2012 Pacesetters are best-in-class products that have truly beaten the daunting new product odds,” says Larry Levin, executive vice president, general manager, Insights and Thought Leadership, IRI. “In fact, the manufacturers of these Pacesetter brands showed a quiet resolve and determination to stimulate growth, despite a challenging economic environment in 2012.”
Among food and beverage champions, average year-one dollar sales for the top-100 brands were $43.4 million. IRI says new food and beverage brands addressed long-standing trends around wellness, indulgence and convenience. The most powerful launches of the year also delivered more to today’s finicky, frugal and fast-moving consumers.