CPGMATTERS - Best-Selling Brands of 2013 Delivered Health Benefits, Convenience

Some 190,000 new UPCs and 9,500 new CPG brand launches were placed on store shelves in 2013 to tempt picky consumers to toss them into their shopping carts. So which ones were the most successful? 

According to research by Information Resources, Inc., most of the winning products offered health benefits and convenience in both food and non-food categories. The top products ranged from Greek yogurts and energy drinks to conveniently-packaged laundry detergent and coffee.  

IRI’s 2013 New Product Pacesetters report is an industry-recognized benchmark analysis of exceptional first-year CPG sales success for newly launched products.    

“Manufacturers are always striving to create breakthrough innovation. Our impressive list of the 2013 Pacesetters, which earned an average of $35 million in their first year, is no exception, as these products fuel accelerated growth and serve as catalysts for excitement in the CPG arena,” said Larry Levin, executive vice president and practice leader, IRI. 

Susan Viamari, editor, Thought Leadership, IRI, said, “Innovation in 2013 is all about healthier-for-you products. ‘Healthy’ is truly everywhere. From food and beverages to hair care, skin care, and even pet food and cleaning products, consumers not only want to look and feel their best, but they want improved wellness to extend to their homes and pets, too.”

A whopping seven of the top 10, and 73 of the top100 food and beverage products launched in 2013 offered a healthier-for-you benefit. 

Consumers are still seeking a healthy, convenient way to become or stay light and fit, so three yogurt lines made the “top10” ranking this year, with Dannon Light & Fit Greek capturing the top spot. Overall, the most prevalent “add” in 2013’s Pacesetters brands was fiber and/or whole grains, which was/were found in 42% of the new launches. In addition, the report underscores that “dieting” has evolved into “nutritional management.” Consumers are looking for products that remove or limit less desirable attributes, so products offering lower calories, less sugar and fewer ingredients are hitting just the right note. 

Here are the top ten: Dannon Light & Fit Greek, Yoplait Greek 100, Kellogg’s Special K Pastry Crisps, TOTTITOS Cantina Tortilla Chips, Bud Light Lime Lime-a-Rita, Müller Yogurt, Eight O’Clock K-Cups, Pepsi NEXT, Kellogg’s Special K Flatbread Breakfast Sandwiches and Atkins Frozen Meals.   

In the non-food arena, average year-one dollar sales for the top100 brands were $34 million. The best-selling launches of 2013 demonstrated the power of promising healthier, worry-free expectations and experiences, as well as of providing economical options.

Earning $2 billion in aggregate year-one launch sales, 48 out of the top100, non-food Pacesetters deliver wellness. And, for the first time in recent Pacesetter history, three home-care products achieved top-10 status, including Tide Pods, Ajax Triple Action and Downy Infusions. Hair-care marketers are also “going big” with results, experiences and value, with L’Oreal’s Advanced Haircare and Vidal Sassoon Pro Series securing top spots. 

Here are the top ten: Tide Pods, L’Oréal Advanced Haircare, ZzzQuil, Vidal Sassoon Pro Series, Clear Scalp & Hair Therapy, Downy Infusions, Ajax Triple Action, Always/Tampax Radiant, Secret Outlast and Puffs Basic. 

In the convenience-store arena, average year-one sales across the top10 IRI New Product Pacesetters were an astounding $94 million.

“The power of consumers’ pursuit of health and wellness is even seen in the convenience channel, with neuro Drinks landing a top-10 ranking,” said Levin. “However, ‘grab and go’ indulgence is still top-of-mind for consumers, so beer, liquor, tobacco and energy drinks still dominate this channel’s best-selling launches.” 

Here are the top 10: Monster Energy Ultra, Red Bull Total Zero, Marlboro NXT, NJOY, Bud Light Lime Lime-A-Rita, Budweiser Black Crown, neuro Drinks, Pepsi NEXT, DORITOS JACKED, and Starbucks Refreshers.  

“Consumers are looking across CPG aisles for opportunities to make their homes, menus, bodies and minds healthier,” concluded Viamari. “CPG innovators have a significant opportunity to help consumers live well for less. Brands that provide powerful results and exciting experiences are sure to capture attention and excitement, accelerating share of spending into 2014 and beyond.” 

Article written by Rose Anthony for CPGMatters.com - Original post can be found here: http://www.cpgmatters.com/Products-Solutions0314.html

CPGmatters: Center Store Growth - a Journey, Not a Quick Fix

Through a special arrangement, presented here for discussion is a summary of a current article from the monthly e-zine, CPGmatters. This article is based on The Tipping Point for Center Store, a report from AMG Strategic Advisors, the consulting unit of Acosta Sales & Marketing.

As traditional retailers attempt to reinvent their perimeter with a more dynamic shopping experience and capitalize on natural and health/wellness trends, they have eaten into center-of-store categories and diluted overall store profitability.

A range of efforts to revitalize center store traffic are being deployed: everyday low pricing; using center store to sell upscale non-food items (for example, Wegmans); and moving to an "all-store" brand format while limiting assortment (Trader Joe's). We have also seen a shift in consumer/shopper focus. For instance, "owning" the organic/natural consumer (Whole Foods) or incorporating "store-within-a-store" (Target).

Beyond the healthy eating trend, the growing influence of Millennials and the U.S. Hispanic market as well as the expansion in cross-channel grocery shopping all must be considered if the center store is to return to a valued growth area.

The following are some strategic challenges that must be considered as retailers work with manufacturers to revitalize the center store. The nature of these challenges make it clear that there is no "quick fix." It will take time, considerable effort, trial/testing and thought leadership. Here are the challenges:

Holistic Understanding of Evolving Shopper Behavior: Retailers need to understand context for their shoppers' behavior; that is, beyond the economic factors, such as generational differences, a broad competitive landscape that includes all channels, and shopper item selection and de-selection once in the store.

Shopper Insights Required: Loyalty card data can help retailers understand the linkage of center store and the perimeter. There is a need to understand the leakage to other channels, including e-commerce. Where and why is there leakage and where do shoppers continue to have "pain points" in their shopping.

Merchandising Innovation and Aisle Reinvention: Retailers need to consider holistic, shopper-centric shopping solutions that factor in the reduced time in the store, and the continued value of convenience; for example, sections for "stay healthy," school lunch sections, barbeque destinations, aligning complementary categories such as marinades in the meat section, etc. Operators also need to consider in-aisle display space that will bring shoppers into the aisle — perhaps meal solutions or a display of new items featured in a destination in the middle of the aisle.

Product Innovation: Manufacturers need to continue to delight shoppers with relevant innovation, taking into account the changing face and needs of the growing shopper base; for example, Millennials' adventurous food palates, Hispanic interest in family options and healthier options.

• Center Store Growth - a Journey, not a Quick Fix - CPGmatters
• The Tipping Point for Center Store - AMG Strategic Advisors

By Barbara Ford and Colin Stewart, SVPs at AMG Strategic Advisors

JULY 8, 2013