Analises

2011 New Product Pacesetters
An Eye into the Future of CPG

APRIL 2012
03 04 05 06 07 Executive Summary Introduction Overview Growth Opportunities Food & Beverage

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24 25 27

Non-Foods
Convenience Stores Conclusions Resources
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New Product Pacesetters: An Eye into the Future of CPG

Targeted Innovation Rules the Day in 2011

By the end of 2011, the U.S. economy finally showed sustained signs of life. While a sizeable segment of the population is struggling to make ends meet, others are feeling optimistic and are beginning to open their wallets. This complex and difficult environment is actually an excellent opportunity for CPG manufacturers to provide new products that offer affordable luxury and variety to cash-strapped consumers. SymphonyIRI recently analyzed the new CPG product launches that hit the mark with consumers last year, and we are thrilled to share the most successful food and beverage and non-foods CPG brands with our 2011 New Product Pacesetters report. Our research reveals that new food and beverage new product introductions increased slightly in 2011, while total non-food introductions actually decreased. And, at the industry level, average year-one sales declined from $35 million in 2002 to less than $25 million last year. But, these numbers tell just part of the story. Our New Product Pacesetters analysis really digs deep and underscores the success that CPG marketers are finding in bringing to market products that raise the bar on consumer expectations around everyday CPG solutions. There is an increasing trend toward highly-targeted new products, whether line extensions or net new brands. Udi‘s Gluten Free Foods, for example, launched a new, extensive line of gluten-free products including appetizers, breakfast foods, breads and desserts. These are not lining up to be $100 million blockbuster success stories, frankly, they don‘t need to because they fill a compelling need and should attract a loyal following. With more than