Top brands of 2016 revealed by IRI

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Top brands of 2016 revealed by IRI


The companies and brands who dominate IRI’s 2016 New Product Pacesetters report show how much the consumer goods industry have evolved in recent years. Thousands of new brands hit retail shelves during 2016, but 80 percent of the top-ranking brands were from small and midsized manufacturers and accounted for 64 percent of Pacesetter dollars. Overall, the top-selling 200 new brands captured cumulative year-one sales of more than $5.8 billion across IRI’s multi-outlet geography.

“The top product launches of 2016 highlight the three P’s of successful innovation — prevention, personalization and pizzazz,” said Susan Viamari, vice president of Thought Leadership for IRI. “Each plays an essential role in driving awareness and engagement in today’s marketplace. Personalization is perhaps the most talked about, and desired, phenomenon in marketing today. Keying in on consumer preferences is critical because of the sheer volume of information in front of people at any given time. Products that are delivering small and powerfully targeted solutions that grab consumers’ attention and make them feel and look great are resonating and making a huge impact.”

Technology and know-how are allowing CPG marketers to not only understand consumer needs and wants, but also to respond to them more effectively than ever before, according to IRI’s Larry Levin, EVP of Consumer and Shopper Marketing.

“Average year-one dollar sales from even the most impactful new product launches are continuing to decline, a trend we noted in Pacesetters during the last couple years,” Levin said. “Certainly, mega launches surpassing $100 million are still occurring, but the brands in the middle of the pack are getting the squeeze as smaller, more targeted brands are capturing a growing share of Pacesetter sales.”

The top 10 2016 New Product Pacesetters food and beverage brands were (in millions):

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

  • 1. DairyPure®, $1,163.1
  • 2. Dunkin' Donuts® K-Cups®, $204.1
  • 3. Not Your Father's Root Beer®, $114.6
  • 4. OREO Thins®, $110.2
  • 5. Artesano™, $102.4
  • 6. Screamin' Sicilian™, $73.2
  • 7. Oscar Mayer™ Natural™, $61.7
  • 8. DairyPure® Creamers, $54.9
  • 9. Sargento® Balanced Breaks®, $54.2
  • 10. Henry's Hard Soda®, $50.3

The top 10 2016 New Product Pacesetters non-food brands were (in millions):

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

  • 1. FLONASE®, $316.5
  • 2. Gillette® Fusion® ProShield™, $144.9
  • 3. Garnier® SkinActive®, $117.5
  • 4. Tide PODS® Plus Febreze™, $87.3
  • 5. Crest® Pro-Health™ Advanced™,$80.1
  • 6. The Pioneer Woman® Collection, $79.1
  • 7. Persil® ProClean®, $63.2
  • 8. CESAR® HOME DELIGHTS™, $45.2
  • 9. Tampax® Pocket Pearl™, $41.9
  • 10. Old Spice® Fresher Collection™, $39.0

 The full Pacesetters report is available for download by clicking here.