IRI Announces Most Successful Consumer Packaged Goods Brands of 2015

IRI New Product Pacesetters Cater to Consumers’ Different Needs, Wants
and Priorities

CHICAGO & WASHINGTON–(BUSINESS WIRE)–IRI® has announced last year’s most successful consumer
packaged goods launches in its 2015 New Product Pacesetters report,
an industry-recognized benchmark analysis of exceptional first-year CPG
sales success for newly launched products. Thousands of new brands hit
retail shelves during 2015, with 54 percent of all new product launches
hailing from the food and beverage aisles, while the remaining 46
percent came from the non-food realm. The top-selling 200 new brands
captured cumulative year-one sales of more than $6.5 billion across
IRI’s multi-outlet geography.

“The key to launching a successful new product today is not only
understanding your core and target shoppers but also how these shoppers
view the CPG marketplace,” said Susan Viamari, vice president, Thought
Leadership, IRI. “Their viewpoint is very different from manufacturers
and retailers. Consumers think about satisfying needs in terms of eating
occasions, drinking occasions and product usage occasions. CPGs need to
recognize which CPG categories compete for each occasion. It varies by
mind-set, daypart, channel and shopper, so the days of one-size-fits-all
strategies are gone forever.”

“The good news is that technology and analytic know-how play a huge role
in creating an understanding about market trends and consumers’ needs
and wants, and how those factors impact the way consumers make purchase
decisions,” added Larry Levin, executive vice president, Business
Development, IRI. “CPG marketers must harness that knowledge to
understand sources of volume and incrementality for each of their brands
across usage occasions — in other words, know where your sales are
coming from. Ultimately, marketers are looking to get the full pool of
potential consumers to buy more, rather than just shifting dollars from
one brand within the portfolio to another.”

Food and Beverage Launches Capture $19.6 Million in Median Year-One

For the top 100 food and beverage champions, median year-one dollar
sales were $19.6 million, down from $22.9 million in 2014. These
top-performing products provide much-needed indulgence and offer an
experience that brings excitement into the kitchen.

2015 New Product Pacesetters: Top 10 Food and Beverage Brands
($ Millions)

(Total Year-One Dollar Sales, Multi-Outlet)

1. McCafé®   $172.7
2. Oscar Mayer® Deli Fresh
3. Dannon® Oikos®
Triple Zero
4. fairlife® $87.1
5. Yoplait® Greek 100 Whips!® $83.6
6. Chili’s® At Home $78.9
7. Simply Juice Drinks $70.5
8. Breyers® Gelato Indulgences $66.9
9. Cobblestone Bread Co. $60.2
10. Cheerios® Protein $49.8

Source: IRI Market Advantage

Exciting and high-end attributes are found in the top-ranking products
and are in line with what consumers are saying they want from new food
products. According to IRI’s 2016 New Product Survey, 29 percent want to
indulge without paying restaurant prices; 24 percent want to add
excitement to their daily diet; and 21 percent seek options that are
truly new and different.

Consumers definitely want flavor excitement to spice up their daily
diets, as well as healthier-for-you solutions. For instance, fairlife
milk uses a new, patented filtration process that concentrates some of
milk’s natural nutrients, while filtering out lactose and reducing
sugars. And loads of flavor is found in crossover brands from
restaurants and other realms, such as Chili’s® At Home frozen
dinners and McCafé® coffee.

Non-Food Champions Secure $26.5 Million in Median Year-One Sales

When it comes to non-food products, 20 percent of consumers actively
seek new home care products that are good for the environment, and 17
percent look for beauty products that offer anti-aging benefits,
according to survey results. This is an important lesson in new product
innovation: Everyone has different needs, wants and priorities. And
today’s shoppers want CPG solutions that recognize this fact. This is
abundantly clear across the wide range of 100 top-performing non-food
brands, which had median year-one dollar sales of $26.5 million. Top
sellers include Tide® Simply Clean and Fresh
laundry detergent, Purina® Beyond® pet food and
Sally Hansen® Miracle Gel nail cosmetics.

2015 New Product Pacesetters: Top 10 Non-Food Brands
($ Millions)

(Total Year-One Dollar Sales, Multi-Outlet)

1. Nexium® 24HR   $270.6
2. Air Wick® Life Scents $172.5
3. Tide® Simply Clean and Fresh $167.5
4. Always® Discreet $133.0
5. Amopé Pedi Perfect $128.1
6. Purina® Beyond® $108.0
7. Sally Hansen® Miracle Gel $98.0
8. Gillette® Fusion®
® with FlexBall
9. Gillette® Venus®
10. Glad® OdorShield®
with Febreze
® Freshness & Gain

Source: IRI Market Advantage™

CPG innovators are helping consumers express their individuality by
offering a variety of olfactory experiences. The largest olfactory
launch of 2015 was Air Wick® Life Scents, which
fills the home with continuous, fresh fragrance for up to 60 days and
also allows consumers to select their desired fragrance level. Unique
and exciting scent experiences also can be found in the kitchen with Glad®
OdorShield® with Febreze® Freshness & Gain.

Top Launches Capture Median $18.6 Million in First-Year Sales in
Convenience Stores

In the convenience store arena, median year-one sales across the top 10
IRI New Product Pacesetters were an astounding $18.6 million,
demonstrating the power behind consumers’ ongoing quests for uniquely
indulgent experiences.

2015 New Product Pacesetters: Top 10 Convenience Store Brands
($ Millions)

(Total Year-One Dollar Sales, Convenience Store Channel)

1. VUSE®   $221.1
2. Monster Energy® Ultra Sunrise $82.7
3. MarkTen® $69.3
4. REDD’S® Wicked Ales $43.3
5. RUFFLES® Deep Ridged $26.5
6. Jack Link’s® Small Batch $18.9
7. Juicy Fruit® Starburst® $18.4
8. Monster Energy® Unleaded $17.1
9. Wrigley’s® 5®
10. Pillsbury® Soft Baked Mini Cookies $10.0

Source: IRI Market Advantage

“To be successful, marketers must have a clear, comprehensive and
consistent understanding of their competitive set, despite rapidly
changing market conditions and fickle consumer attitudes and behaviors,”
concludes Viamari. “These insights will help CPGs address white space
innovation opportunities that meet the needs of high-potential consumer
segments. This knowledge will also support development of highly
accurate sales forecasting and brand development programs that will
minimize launch failure and maximize market potential.”

About the Report

The IRI “2015 New Product Pacesetters” report is
available exclusively from IRI, the global leader in innovative
solutions and services for consumer, retail and over-the-counter health
care companies. The findings of this report were compiled based on
insights from IRI’s New Product Innovation Practice’s powerful suite of
analytical and decision-making tools as well as the 2016 IRI New Product
Survey. To download the full report, visit:

About the IRI Partner Ecosystem

IRI fundamentally believes that delivering differentiated growth for
clients requires deep, highly integrated partnering with a variety of
best-of-breed companies. As such, IRI works closely with a broad range
of industry leaders to create innovative joint solutions, services and
access to capabilities to help its clients more effectively compete in
their various markets and exceed their growth objectives. IRI is
committed to its partnership philosophy and continues to actively
enhance its ecosystem of partners through alliances, joint ventures,
acquisitions and affiliations. The IRI Partner Ecosystem includes such
companies as Adobe, The Boston Consulting Group,
comScore, Experian, GfK, Gigwalk,
GuestMetrics, Ipsos, Kantar, MasterCard Advisors, MaxPoint, Microsoft,
Millward Brown Digital, Mu Sigma, Oracle, SPINS, Univision

About IRI

IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG, OTC health care organizations,
retailers and media companies grow their businesses. With the largest
repository of purchase, media, social, causal and loyalty data, all
integrated on an on-demand, cloud-based technology platform, IRI helps
to guide its more than 5,000 clients around the world in their quests to
remain relentlessly relevant, capture market share, connect with
consumers and deliver market-leading growth. A confluence of major
external events — a revolution in consumer buying, big data coming into
its own, advanced analytics and automated consumer activation — is
leading to a seismic shift in drivers of success in all industries.
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+1 312.474.3675