Energy Drinks Top the 2013 C-store New Product Pacesetters

CHICAGO and ORLANDO, Fla. – Information Resources Inc. (IRI) announced its 2013 New Product Pacesetters, the most successful consumer packaged goods (CPG) brands of the year. The annual report provides a benchmark analysis of exceptional first-year CPG sales success for newly launched products.

"Manufacturers are always striving to create breakthrough innovation and 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.

"New product innovation is more important than just dollars, though. It builds excitement, buzz and competitive advantage," he continued. "Successful new products can establish and protect category leadership, as well as help companies break into entirely new categories. In short, they are game changers for CPG companies and consumers alike."

Approximately 190,000 new UPCs and 9,500 new brand launches hit shelves in 2013, according to IRI.

"Innovation in 2013 [was] all about healthier-for-you products," said Susan Viamari, editor, thought leadership, IRI. "'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."

The 2013 New Product Pacesetters: Top 10 C-Store Brands are:

  • Monster Energy Ultra, $268.2 million
  • Red Bull Total Zero, $139.1 million
  • Marlboro NXT, $117.9 million
  • NJOY, $115.5 million
  • Bud Light Lime Lime-A-Rita, $113.1 million
  • Budweiser Black Crown, $55.9 million
  • Neuro Drinks, $52.1 million
  • Pepsi NEXT, $31.1 million
  • Doritos Jacked, $25.9 million
  • Starbucks Refreshers, $24.1 million

Average year-one sales across the top 10 New Product Pacesetters in the convenience store arena were $94 million, according to IRI.

"The power of consumers' pursuit of health and wellness is even seen in the convenience channel, with Neuro Drinks landing a top-10 ranking," Levin added. "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."

The 2013 New Product Pacesetters: Top 10 Food and Beverage Brands are:

  • Dannon Light & Fit Greek, $144.9 million
  • Yoplait Greek 100, $135.1 million
  • Kellogg's Special K Pastry Crisps, $100.6 million
  • Tostitos Cantina Tortilla Chips, $100.3 million
  • Bud Light Lime Lime-A-Rita, $97.4 million
  • Müller Yogurt, $95.8 million
  • Eight O'Clock K-Cups, $89.8 million
  • Pepsi NEXT, $83.2 million
  • Kellogg's Special K Flatbread Breakfast Sandwiches, $77.9 million
  • Atkins Frozen Meals, $74.0 million

Average year-one dollar sales were $35 million for the top 100 food and beverage champions. Healthy attributes played an important role in their success, with seven of the top 10 and 73 of the top 100 food and beverage products launched in 2013 offering a better-for-you benefit.

"Consumers are looking across CPG aisles for opportunities to make their homes, menus, bodies and minds healthier," Viamari concluded. "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."

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