IRI IDs Most Successful New Brands of 2008

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IRI IDs Most Successful New Brands of 2008

Gatorade's G2, Dunkin' Donuts Coffee, Healthy Choice Cafe Steamers and Progresso Light were among Information Resources, Inc.'s (IRI) most successful new consumer packaged goods (CPG) brands of 2008. Now in its 14th year, IRI's "New Product Pacesetters" report -- which was released during this week's 2009 IRI Reinventing CPG & Retail Summit in Las Vegas -- showcases brands that used innovation to beat the new product odds and a recessionary economy.

"These brands are truly remarkable," said IRI Consumer and Shopper Insights Practice EVP Anne Berlack. "Even in the best of times, approximately 75 percent of new products fail to earn more than $7.5 million during the first year of availability. In 2008, New Product Pacesetters faced unprecedented challenges and came out on top."

In the face of mounting financial pressures, away-from-home dining activity saw sharp declines in 2008. However, despite hardships, consumers are not willing to sacrifice nutrition or convenience, and they are still seeking the occasional indulgence. As revealed below, the top 10 food and beverage brands of 2008 are reflective of changing consumer dining rituals.

2008 New Product Pacesetters: Top 10 Food and Beverage Brands
(Total year-one dollar sales across food, drug, and mass channels, excluding Walmart)

G2 $159M
Dunkin' Donuts Coffee $112M
Healthy Choice Cafe Steamers $95M
Progresso Light $75M
Hormel Compleats $71M
DiGiorno Ultimate $61M
Smirnoff Ice Flavors $61M
Pepsi Max $61
Tyson Any'Tizers $59M
Doritos Collisions $58M

"In a world of economic uncertainty, consumers seek comfort and stability in small ways," said Berlack, adding that home dining occasions are proving to be an area of opportunity. "Shoppers are staying with trusted brands that provide value and comfort, and are diversifying their menus through brand extensions, such as chicken breasts with new flavor offerings, or ice cream with new, indulgent mix-ins."

For the first time in several years, nonfood new product introductions outpaced food product introductions by roughly 80 products, or more than 10 percent. This shift is reflective of shoppers' stepped-up focus on self-reliance. From health care to beauty care, consumers are saving money with "do-it-yourself" strategies.

Top performers among nonfood New Product Pacesetters share one of two powerful themes: self-care and improved performance. And, across a range of nonfood categories, innovation centers on improving the consumer experience.

2008 New Product Pacesetters: Top 10 Non-Food Brands
(Total year-one dollar sales across food, drug, and mass channels, excluding Walmart)

Zyrtec $316M
Alli $160M
Charmin Ultra Strong $144M
Ped Egg $69M
Secret Clincial Strength $51M
MiraLAX $49M
Dawn Plus $49M
Cover Girl LashBlast $45M
Maybelline Define $45M
Tide Pure Essentials $44M

"The customer experience is at the heart of innovation today," says Berlack. "Across nonfoods, technical innovation is occurring at a rapid pace, and will define product development for years to come."

To download the report, visit