Retail Leader - May/June 2018 - 27

Data & Insight
Provided By

Top 10 Pacesetters: Non-Food

2018
2017

2

5

Non-food launches exemplify the power of
natural ingredients; benefit fusion brings
power, indulgence and experiences.

Biofreeze

3
External Analgesic Rubs

Hair Care

$

$

78.1

M

Tide Simply Plus Oxi

6

Laundry Detergent

$

8

52.1 

Herbal Essences Bio:Renew

74.7

1

$

4

9

Copper Chef

121.8

Red Copper

$

M

7

53.1

M

Simply Straight
Hair Appliances

44.4

$
M

10

Maui Moisture

44.4

M

all Powercore Pacs

Culinary

Hair Care

Laundry Detergent

$

$

$

42.7 

M

M

Culinary

Select by Calphalon

$

Hair Care

1

Culinary

M

Garnier Whole Blends

40.2

M

36.8

M

Source: IRI Market Advantage™, new products that completed their first year in calendar year 2017

Mighty, but Still SMall

New product launches aren't the behemoths they once
were, or at least not nearly as often. In the non-food sector, median launch year-one earnings were $17.8 million. Overall, there has been a downward trend noted for
several years, and that movement continues.
Across combined food/beverage and non-food aisles,
20 percent of even these top-selling launches earned
less than $10 million in their first year, while 60 percent
earned less than $20 million.

One of the reasons why: Consumers are looking for
new products that really help them express their individuality. Products don't win as often with mass appeal.
They need to address key needs and individual desires
of consumers, and getting it right drives trial as well as
ever-important repeat behavior.
This year's non-food New Product Pacesetters hail from
all areas of the store and prove that benefits-driven innovation will win with today's highly informed, particular
albeit willing, consumers. RL

May/June 2018 Retail Leader.com

27


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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
Retail Leader - May/June 2018 - 11
Retail Leader - May/June 2018 - 12
Retail Leader - May/June 2018 - 13
Retail Leader - May/June 2018 - 14
Retail Leader - May/June 2018 - 15
Retail Leader - May/June 2018 - 16
Retail Leader - May/June 2018 - 17
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
Retail Leader - May/June 2018 - 20
Retail Leader - May/June 2018 - 21
Retail Leader - May/June 2018 - 22
Retail Leader - May/June 2018 - 23
Retail Leader - May/June 2018 - 24
Retail Leader - May/June 2018 - 25
Retail Leader - May/June 2018 - 26
Retail Leader - May/June 2018 - 27
Retail Leader - May/June 2018 - 28
Retail Leader - May/June 2018 - 29
Retail Leader - May/June 2018 - 30
Retail Leader - May/June 2018 - 31
Retail Leader - May/June 2018 - 32
Retail Leader - May/June 2018 - 33
Retail Leader - May/June 2018 - 34
Retail Leader - May/June 2018 - 35
Retail Leader - May/June 2018 - 36
Retail Leader - May/June 2018 - 37
Retail Leader - May/June 2018 - 38
Retail Leader - May/June 2018 - 39
Retail Leader - May/June 2018 - 40
Retail Leader - May/June 2018 - 41
Retail Leader - May/June 2018 - 42
Retail Leader - May/June 2018 - Cover3
Retail Leader - May/June 2018 - Cover4
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