Retail Leader - May/June 2018 - 26

Retail Pulse

the heartbeat of the marketplace

Benefits-driven Innovation

IRI's Non-Food New Product PacesettersTM deliver function and frill,
pleasing a range of consumer needs and desires.

C

onsumers are looking for solutop-selling launches in food and beverage
tions to problems, and they're
versus non-food sectors has not changed.
also looking for wellness-plus
And certainly there are plenty of prodexperiences. Based on these
ucts making a splash and driving growth
desires, IRI's 2017 Non-Food
through benefits-driven innovation.
New Product Pacesetters feature many products
that bring healthier-for-you indulgences that
Which Brands captured top spots?
are functional but improve experiences. These
The top non-food launch of the year was
products often take otherwise inane and routine
introduced by L'Oreal. Garnier Whole Blends
tasks and make them more enjoyable - shamis a gentle haircare line that is enriched with
poo that keeps hair strong but also is pampera natural blend of select ingredients to help
SuSan ViamaRi,
ing, laundry detergent that powers away stains
restore the health and beauty of hair. The
IRI Vice President of Thought
and provides uplifting odors, for example.
brand earned $121.8 million in year one,
Leadership, Marketing
Innovation is the lifeblood of CPG,
tapping into consumer focus on products that
however, the pace of innovation is down as a
are more natural but still powerful.
whole. The decline in non-food is slightly more accelerThe second non-food brand is a new entrant into the
ated than food and beverage. Still, the overall share of
CPG marketplace. Biofreeze is an external analgesic rub
that was originally only available through healthcare professionals. Now that the brand is available in CPG aisles,
Composition of Top-Selling Launches
consumers can soothe minor joint and muscle pain with
Has Remained Virtually Unchanged
this natural, topical analgesic that uses the cooling effect of
menthol. The brand earned $78.1 million in its first year.
Share of New Product Pacesetter Dollars
The number-three non-food brand is another haircare line
by CPG Segment 2013 vs. 2017
that marries nature with science to provide a blend of signaNon-Food
ture ingredients that help revive dull hair with every wash.
Beverage
Herbal Essence Bio: Renew earned $74.7 million in year one.
Food
The number-four brand is one of three cookware
lines that made the top-10 ranking. Red copper earned
$53.1 million in its first year as a revolutionary non-stick
ceramic cookware made of ultra-tough copper.
And number five is Tide Simply Plus Oxi, which simplifies the laundry process by providing tough stain and
odor removal without the need to pretreat. The brand
earned $52.1 million in year one.
The rest of the top 10 non-food launches also demonstrate the benefits of natural ingredients, powerful clean
and simplified experiences across non-food aisles. These
are strong and clear demands of consumers today, who
expect a lot of their products. They'll spend to have this
2013
2017
dimension, and they're typically willing to try something
new if it delivers across their needs and desires.
Source: IRI New Product Pacesetters
TM

26

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Table of Contents for the Digital Edition of Retail Leader - May/June 2018

Contents
Retail Leader - May/June 2018 - Cover1
Retail Leader - May/June 2018 - Cover2
Retail Leader - May/June 2018 - 3
Retail Leader - May/June 2018 - Contents
Retail Leader - May/June 2018 - 5
Retail Leader - May/June 2018 - 6
Retail Leader - May/June 2018 - 7
Retail Leader - May/June 2018 - 8
Retail Leader - May/June 2018 - 9
Retail Leader - May/June 2018 - 10
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Retail Leader - May/June 2018 - 18
Retail Leader - May/June 2018 - S1
Retail Leader - May/June 2018 - S2
Retail Leader - May/June 2018 - S3
Retail Leader - May/June 2018 - S4
Retail Leader - May/June 2018 - S5
Retail Leader - May/June 2018 - S6
Retail Leader - May/June 2018 - S7
Retail Leader - May/June 2018 - S8
Retail Leader - May/June 2018 - 19
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Retail Leader - May/June 2018 - Cover3
Retail Leader - May/June 2018 - Cover4
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