Halo Top soars to the top of IRI’s list of most successful CPG brands
IRI has announced 2017’s most successful consumer packaged goods (CPG) launches in its New Product Pacesetters report, the CPG analysis of exceptional first-year new product sales success.
IRI has announced 2017’s most successful consumer packaged goods (CPG) launches in its New Product Pacesettersreport, the CPG analysis of exceptional first-year new product sales success. Thousands of new brands hit retail shelves during 2017, with 49% of the top-ranking brands hailing from small manufacturers—defined as those earning less than $1 billion annually—and accounting for 26% of Pacesetter dollars. Overall, the top-selling 200 new brands captured cumulative year-one sales of more than $4.6 billion across IRI’s multi-outlet geography.
For the top 100 food and beverage champions, median year-one sales were $14.5 million, excluding outlier Halo Top, which earned year-one sales of $342.2 million. All of the top 10 New Product Pacesetter brands were new market entrants, though many of these—including Dunkin’ Donuts Iced Coffee, Nestlé Splash, and Hershey’s Cookie Layer Crunch—certainly benefited from the equity their manufacturers already enjoy in the marketplace.
2017 New Product Pacesetters: Top 10 Food and Beverage Brands (total year-one dollar sales, multi-outlet):
- Halo Top: $324.2 million
- GOOD THiNS: $87 million
- Dunkin’ Donuts Iced Coffee: $67.1 million
- Nestlé Splash: $55.2 million
- LIFEWTR: $50.4 million
- SMARTMADE by Smart Ones: $49.3 million
- Hershey’s Cookie Layer Crunch: $47.7 million
- Hillshire Snacking: $47.5 million
- Campbell’s Well Yes!: $47.3 million
- Cracker Barrel Macaroni & Cheese: $46.6 million
“Innovating to meet core needs and wants is crucial to ensuring new product success, but the challenge doesn’t end there,” explained Susan Viamari, vice president of Thought Leadership for IRI. “For a new product to be truly successful, it is up to marketers to ensure that the product—and messaging—are where the shopper is, when the shopper is ready to buy. Through big data and advanced analytics, CPG marketers do have visibility into where shoppers go to learn about new products, as well as into what the highest-potential retail banners are, and even where the highest-potential locations exist within each of these banners. By understanding key shoppers—what they want, where they go to learn about products, and where they go to try new brands—marketers can influence purchase decisions with messaging and assortment that drive sales.”