Information Resources, Inc. (IRI), Chicago, released its “2013 New Product Pacesetters” report, in which the firm identifies last year’s most successful consumer packaged goods (CPG) brands. IRI describes the report as benchmark analysis of exceptional first-year CPG sales success for newly launched products.

Officials note that with 190,000 new UPCs and 9,500 new brand launches hitting the shelves in 2013, new products are certainly high-octane fuel for CPG growth engines.

“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,” says 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,” Levin continues.

“Innovation in 2013 is all about healthier-for-you products,” adds 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.”

For the top 100 food and beverage champions, average year-one dollar sales were $35 million. Of course, healthy attributes played a huge role in the success of new food and beverage brands. In fact, a whopping seven of the top 10—and 73 of the top 100 food and beverage products launched in 2013—offer healthier-for-you benefits.

IRI says consumers are still seeking a healthy, convenient way to become or stay light and fit, so three yogurt lines made the “top 10” ranking this year, with Dannon Light & Fit Greek capturing the top spot.

Overall, the most prevalent “add” in 2013’s Pacesetters brands was fiber and/or whole grains, which was/were found in 42% of the new launches. In addition, the report underscores that “dieting” has evolved into “nutritional management.” Consumers are looking for products that remove or limit less-desirable attributes, so products offering lower calories, less sugar and fewer ingredients are hitting just the right note.

Some new products literally achieved “monster” status in convenience stores, notes IRI. The company says that in the convenience-store arena, average year-one sales across the top 10 IRI New Product Pacesetters were an astounding $94 million.

Last year’s top 10 new offerings, ranked by first-year sales (in millions) were: Monster Energy Ultra ($268.2), Red Bull Total Zero ($139.1), Marlboro NXT ($117.9), NJOY ($115.5), Bud Light Lime-A-Rita ($113.1), Budweiser Black Crown ($55.9), neuro Drinks ($52.1), PepsiNEXT ($31.1) Doritos JACKED ($25.9) and Starbucks Refreshers ($24.1).

“The power of consumers’ pursuit of health and wellness is even seen in the convenience channel, with neuro Drinks landing a top 10 ranking,” says Levin. “However, ‘grab-and-go’ indulgence is still top-of-mind for consumers, so beer, liquor, tobacco and energy drinks still dominate this channel’s best-selling launches.”

“Consumers are looking across CPG aisles for opportunities to make their homes, menus, bodies and minds healthier,” adds Viamari. “CPG innovators have a significant opportunity to help consumers live well for less. Brands that provide powerful results and exciting experiences are sure to capture attention and excitement, accelerating share of spending into 2014 and beyond.”   

Top 10 Pacesetters: Food & Beverage
Dannon Light & Fit Greek $144.9M Yogurt	Yoplait Greek 100 $135.1M Yogurt
Kellogg's Special K Pastry Chips $100.6M Snack Bars/ Granola Bars	TOSTITOS Cantina Tortilla Chips $100.3M Salty Snacks
Bud Light Lime Lime-A-Rita $97.4M Beer/ Ale? Alcoholic Cider	Muller Yogurt $95.8M Yogurt
Eight O'Clock K-Cups $89.8M Coffee	Pepsi NEXT $83.2M Carbonated Beverages
Kellogg's Special K Flatbread Breakfast Sandwiches $77.9M FZ Breakfast Food	Atkins Frozen Meals $74.0M FZ Dinners/ Entrees