The Top 20 Most Successful New Brands of 2008
March 25, 2009 - Even in the best of times, approximately 75 percent of new products fail to earn more than $7.5 million during the first year of availability. Information Resources Inc. (IRI) recently revealed the top 10 food and beverage brands as well as the top 10 non-food brands, which used innovation to beat the new product odds and a recessionary economy.
Top 10 Food and Beverage Brands ($ in Millions)
(Ranked by total year one dollar sales across Food, Drug and Mass Channels, excluding Wal-Mart)
1. G2 - $159
2. Dunkin' Donuts Coffee - $112
3. Healthy Choice Caf Steamers - $95
4. Progresso Light - $75
5. Hormel Compleats - $71
6. DiGiorno Ultimate - $61
7. Smirnoff Ice Flavors - $61
8. Pepsi Max - $61
9. Tyson Any'Tizers - $59
10. Doritos Collisions - $58
Top 10 Food and Beverage Brands ($ in Millions)
(Ranked by total year one dollar sales across Food, Drug and Mass Channels, excluding Wal-Mart)
1. G2 - $159
2. Dunkin' Donuts Coffee - $112
3. Healthy Choice Caf Steamers - $95
4. Progresso Light - $75
5. Hormel Compleats - $71
6. DiGiorno Ultimate - $61
7. Smirnoff Ice Flavors - $61
8. Pepsi Max - $61
9. Tyson Any'Tizers - $59
10. Doritos Collisions - $58
In the face of mounting financial pressures, away-from-home dining activity saw sharp declines in 2008, according to IRI. However, despite hardships, consumers are not willing to sacrifice nutrition or convenience, and they are still seeking the occasional indulgence. The top ten food and beverage brands of 2008 are reflective of changing consumer dining rituals.
Top 10 Non-Food Brands ($ in Millions)
(Ranked by total year one dollar sales across Food, Drug and Mass Channels, excluding Wal-Mart)
1. Zyrtec - $316
2. alli - $160
3. Charmin Ultra Strong - $144
4. Red Egg - $69
5. Secret Clinical Strength - $51
6. MiraLAX - $49
7. Dawn PLUS - $49
8. CoverGirl LashBlast - $45
9. Maybelline Define - $45
10. Tide Pure Essentials - $44
2. alli - $160
3. Charmin Ultra Strong - $144
4. Red Egg - $69
5. Secret Clinical Strength - $51
6. MiraLAX - $49
7. Dawn PLUS - $49
8. CoverGirl LashBlast - $45
9. Maybelline Define - $45
10. Tide Pure Essentials - $44
For the first time in several years, non-food new product introductions outpaced food product introductions by roughly 80 products, or more than 10 percent, according to IRI. This shift is reflective of shoppers' stepped-up focus on self-reliance. From health care to beauty care, consumers are saving money with "do-it-yourself" strategies.
Click here to download the full IRI report, "2008 New Product Pacesetters: The Role of Innovation in a Down Economy." The findings of this report were compiled based on IRI New Product Profiler, IRI Consumer Network and IRI InfoScan Reviews.