At its Summit 2011 event here, SymphonyIRI Group turned the spotlight on most successful nonfood, food and beverage consumer packaged goods (CPG) brands of 2010.


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SymphonyIRI recognizes CPG brand 'pacesetters'

March 30th, 2011

MIAMI BEACH, Fla. – At its Summit 2011 event here, SymphonyIRI Group turned the spotlight on most successful nonfood, food and beverage consumer packaged goods (CPG) brands of 2010.

The market research firm said Tuesday that the recognition came during the presentation of its annual New Product Pacesetters report, a benchmark analysis of first-year CPG sales success for newly launched products. The theme of this year's report, "Innovating Growth in a Down Economy," highlights the success that CPG marketers are finding in bringing to market products that raise the bar on consumer expectations around everyday solutions, according to Symphony IRI.

"In spite of ongoing economic and market challenges, the manufacturers of these brands showed their grit in 2010," stated Larry Levin, executive vice president of consumer insights for SymphonyIRI. "They invested to understand the roles their products could play in helping consumers navigate difficult financial waters. And they used that knowledge to develop and deliver powerful new products that are filling those roles quite nicely."

The top 10 nonfood brands, listed by total year-one dollar sales across the food/drug/mass retail channel (excluding Walmart), were Crest 3D White ($154 million), Prevacid 24HR ($127 million), Plan B One-Step ($78.3 million), Next Choice ($78 million), Huggies Pull-Ups Learning Designs ($66.8 million), Dove Men+Care ($54.2 million), Scope Outlast/Crest Extra White Plus Scope Outlast/Oral-B Advantage Plus Scope Outlast ($46.8 million), Dove Body Wash with NutriumMoisture ($40.5 million) and Listerine/Reach Total Care ($39.8 million).

"Nonfoods innovation continues to be heavily driven by trends in home care, self-care and beauty care," explained Susan Viamari, editor of Times & Trends at SymphonyIRI. "Even as the economy improves, these habits will likely remain strong. Savvy CPG manufacturers will continue to help consumers look and feel their best, recognizing budgets remain tight and consumers remain exceptionally conservative."

In the food and beverage arena, the top 10 product pacesetters in terms of total year-one dollar sales in the food/drug/mass retail channel (excluding Walmart) were POWERADE ION4 ($190.5 million), Chobani ($149.4 million), Wonderful Pistachios ($114.1 million), glacéau vitaminwater zero ($110.3 million), Nature's Pride ($80.8 million), Trop50 ($74.4 million), Thomas' Better Start ($74.2 million), Green Mountain Coffee K-Cups ($62.1 million), Budweiser Select 55 ($59.9 million) and Trident Layers ($53.9 million).

Symphony IRI noted that last year's top 10 food and beverage product launches capitalized on home-based consumption while addressing consumers' focus on health and wellness.

"It was an exciting year for food and beverage manufacturers," Viamari stated. "Evolving consumer trends opened the door to a broad range of innovation opportunities. Food and beverage manufacturers really did a phenomenal job seizing those opportunities to drive market growth."

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