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Drinks, snacks, breakfast solutions are top product launches


The Top 10 food and beverage product launches of 2010 capitalized on home-based consumption, health and wellness, and a little bit of indulgence along the way, according to market researcher SymphonyIRI’s “2010 New Product Pacesetters” report.

Innovation around breakfast solutions and salty snacks represented more than half of new food dollars.

Meanwhile, the juices, milks, waters, coffee and tea segments outperformed trends witnessed during the past several years.

Traditionally only about 3% of new consumer packaged goods launches become big hits.

In the recent economic downturn, new-product innovation definitely suffered. But no matter what the economy, one in five shoppers is on the lookout for new products, which SymphonyIRI said shows there is an appetite for more than old shelf standbys.

SymphonyIRI recorded 647 new food launches in 2010 in the U.S., down from 916 three years earlier. Interesting was that non-food product launches rose to 957 from 833.

So which products made the Top 10? In food and beverage, Powerade Ion4 topped the list with first-year sales of US$154.1 million. The sports drink replenishes four electrolytes lost through sweat.

In second place was Chobani Greek Yogurt ($149.4 million), followed by Wonderful brand Pistachios ($114.1 million). These two showed that successful products don’t only have to come from large CPG firms.

The rest of the Top 10 was rounded out by: 4. Glacéau Vitaminwater Zero; 5. Nature’s Pride fresh bread and rolls; 6. Trop50, a low-calorie, low-sugar line of juices by Tropicana; 7. Thomas’ Better Start English muffins; 8. Green Mountain Coffee K-Cups; 9. Budweiser Select 55 beer; 10. Trident Layers chewing gum.

Three of the Top 10 were all-natural products–a category that saw a 1.1% increase in sales during the year, which outpaced overall CPG growth.

In the non-food category, the Top 10 was led by Crest 3D White ($154.1 million in first-year sales). The line “raises self-administered at-home care to a new level brings consumers a single system that works together to whiten, clean and protect teeth, without the cost of a dental visit,” SymphonyIRI noted.

Second place went to Prevacid 24-hour gastrointestinal tablets ($127 million) and third place to Plan B One-Step contraceptives ($78.3 million).

They were followed by: 4. Next Choice contraceptives; 5. Huggies Pull-ups Learning Designs diapers; 6. The Dove Men+Care line; 7. Olay Professional Pro-X skin care; 8. Scope Outlast System; 9. Dove Body Wash with NutriumMoisture; 10. Listerine/Reach Total Care line.

To be successful with new product launches, CPG companies must stay atuned to changing consumer habits and desires, the report noted.

“The shopper of today consumes products in a much different way versus just a couple of years ago. has created the need for manufacturers and retailers to completely rethink how they develop, package, price, merchandise and display products,” Larry Levin, executive vice-president at SymphonyIRI, wrote.

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