IRI's 2013 'Pacesetters' deliver healthy benefits, innovation


CHICAGO and ORLANDO, Fla. — IRI announced on Wednesday the results of its 2013 New Product Pacesetters report, a benchmark analysis of exceptional first-year consumer packaged goods sales success for newly launched products.

There were 190,000 new UPCs and 9,500 new brand launches that hit the shelves in 2013.

“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,” stated Larry Levin, EVP 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.”

Food and Beverage Launches Capture $35 Million in Year-One Sales on Average

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


2013 New Product Pacesetters: Top 10 Food and Beverage Brands
($ Millions)
(Total Year-One Dollar Sales, Multi-Outlet)

  1. Dannon Light & Fit Greek $144.9

  2. Yoplait Greek 100 $135.1

  3. Kellogg’s Special K Pastry Crisps $100.6

  4. Tostitos Cantina Tortilla Chips $100.3

  5. Bud Light Lime Lime-A-Rita $97.4

  6. Müller Yogurt $95.8

  7. Eight O’Clock K-Cups $89.8

  8. Pepsi NExt $83.2

  9. Kellogg’s Special K Flatbread Breakfast Sandwiches $77.9

  10. Atkins Frozen Meals $74.0

Source: IRI Market Advantage

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 such as calories and sugar.

Non-Food Champions Secure $34 Million in Year-One Sales on Average

In the non-food arena, average year-one dollar sales for the top 100 brands were $34 million. The best-selling launches of 2013 demonstrate the power of promising healthier, worry-free expectations and experiences, as well as of providing economical options.

Earning $2 billion in aggregate year-one launch sales, 48 out of the top 100, non-food Pacesetters deliver wellness. And, for the first time in recent Pacesetter history, three home care products achieved top 10 status, including Tide Pods, Ajax Triple Action and Downy Infusions. Hair care marketers are also “going big” with results, experiences and value, with L’Oreal’s Advanced Haircare and Vidal Sassoon Pro Series securing top spots.


2013 New Product Pacesetters: Top 10 Non-Food Brands ($ Millions)
(Total Year-One Dollar Sales, Multi-Outlet)

  1. Tide Pods $324.6

  2.  L’Oréal Advanced Haircare $141.8

  3. ZzzQuil $121.1

  4. Vidal Sassoon Pro Series $96.0

  5. Clear Scalp & Hair Therapy $92.7

  6. Downy Infusions $90.2

  7. Ajax Triple Action $84.2

  8. Always/Tampax Radiant $83.0

  9. Secret Outlast $82.4

  10. Puffs Basic $74.5

Source: IRI Market Advantage

New Products Attain “Monster” Successes in Year-One Sales in Convenience Stores

In the convenience-store arena, average year-one sales across the top 10 IRI New Product Pacesetters were an astounding $94 million.

“The power of consumers’ pursuit of health and wellness is even seen in the convenience channel, with neuro Drinks landing a top-10 ranking,” added 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.”


2013 New Product Pacesetters: Top 10 Convenience Store Brands
($ Millions)
(Total Year-One Dollar Sales, Convenience Store Channel)

  1. Monster Energy Ultra $268.2

  2. Red Bull Total Zero $139.1

  3. Marlboro NXT $117.9

  4. NJOY $115.5

  5. Bud Light Lime Lime-A-Rita $113.1

  6. Budweiser Black Crown $55.9

  7. neuro Drinks $52.1

  8. Pepsi NEXT $31.1

  9. Doritos Jacked  $25.9

  10. Starbucks Refreshers $24.1

Source: IRI Market Advantage

The findings of the report were compiled based on insights from the suite of tools offered by IRI’s Innovation Center of Excellence, including Market Advantage, New Product Profiler and the 2014 IRI New Products Survey.


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