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1、Circana|New Product Pacesetters|Page 1NEW PRODUCT PACESETTERS2023 New Product PacesettersThe Triumph of CPG InnovationCPG companies recognize the value of innovation.Theres no shortage of new product demand from retailers,which aim to continually delight shoppers with relevant product assortment.Con
2、sumers also report theyre on the hunt for something new.The 2022 New Product Pacesetters,the top food and nonfood CPG brand launches,reflect products that leverage focused,thoughtful and successful approaches to meeting consumers needs and desires,and satiate the thirst for new products.According to
3、 Circanas 2023 New Product Pacesetters Survey,nearly 17%of consumers consider themselves“early adopters”who like to have the latest and greatest the market has to offer in food,beverages,health care,beauty/personal care,home care,pet care and electronics.This represents a 1.6-point increase in early
4、 adopters over 2021.Year after year,New Product Pacesetters represent dollar growth contribution to total store sales,with this years Pacesetters representing 11%growth.Despite everything that has gone on in recent years,consumer spending on these new offerings reflects the enduring power of innovat
5、ion.In a united effort,manufacturers and retailers should continue to address the long-standing yet always-evolving consumer appetite for new products.Consumers want products that meet their wants,needs and desires,some of which they cant even identify until theyre presented with an innovative produ
6、ct that makes their life easier,tastier or healthier.Manufacturers that deliver on those needs and provide solutions,along with retailers that give these products space and attention have a better chance of connecting with consumers to drive sales and loyalty.Now in its 28th year,New Product Paceset
7、ters provide insight into what consumers gravitate toward at the shelf,identifying innovations that drive the highest sales revenues.2022 Pacesetters delivered a staggering$6.8 billion in aggregate year-one sales across food,beverage and nonfood solutions;this compares to$6 billion in 2021 Pacesette
8、r sales.Circana|New Product Pacesetters|Page 2NEW PRODUCT PACESETTERSThe Triumph of CPG InnovationThe path to innovation is complicated.High inflation,supply chain adjustments,ingredient costs and other market and production factors contributed to a dip in the number of UPCs launched in 2022.The goo
9、d news:Theres no direct correlation with a reduction in UPCs and less innovation,as 2022 New Product Pacesetters illustrate.Circana|New Product Pacesetters|Page 3NEW PRODUCT PACESETTERSInnovation is happening across the store.Food and beverage New Product Pacesetters racked up nearly$3.5 billion in
10、sales in 2022,a 19%dollar increase from Pacesetter contributions in 2021.Carbonated beverages,sports and energy drinks showed a large increase in the number of Pacesetter products in 2022(13 in 2022,up from five in 2021),enabling a 27%share of all food and beverage Pacesetter dollars.Dinner solution
11、s,sweet snacks,desserts,candy and salty snacks are additional high-growth areas.Many of these leveraged licensing or co-branding strategies to drive big impact.The nonfood story is driven by health care,which represents 55%of nonfood Pacesetter dollars and almost double the number of products vs.las
12、t year.Paper,plastic and foils saw an additional innovation focus on sustainability,and pet care benefited from the increase in pets and new pet owners.Innovation SnapshotDollar Sales($M)NPP22$Sales%Chg.from NPP21CountNPP22CountNPP21Carbonated,Sports&Energy Drinks$927.1339%135Dinner Solutions$415.21
13、0%1610Sweet Snacks$213.4966%61Desserts$226.9126%86Candy&Gum$162.448%85Salty Snacks$189.870%83Dollar Sales($M)NPP22$Sales%Chg.from NPP21CountNPP22CountNPP21Health Care$1,849.2 198%2112Paper,Plastic&Foils$57.8 286%41Pet Care$255.1 78%1110Circana|New Product Pacesetters|Page 4NEW PRODUCT PACESETTERSPac
14、esetters give a brilliant view of what is driving consumers,how their behaviors have changed and where the marketplace is rising to the occasion and meeting needs.This years list of the best 2022 had to offer is no exception,pointing to several broad and meaningful trends.From elevating at-home expe
15、riences to boosting performance in life and leisure,this years Pacesetters reinforce the message that the right products in the right consumers hands at the right time sustain new product marketing and success.Pacesetters remind retailers how important it is to unlock shopper loyalty by leveraging r
16、elevant new products to meet evolving consumer needs.New Product PacesettersTop 10 Food&Beverage 1.Alani Nu2.Dr Pepper Zero Sugar3.Chick-fil-A Sauces4.Truly Punch5.Truly Margarita Style6.Mtn Dew Spark7.Tattooed Chef8.Red Bull Green Edition9.Gatorlyte10.Topo Chico Hard SeltzerTop 10 Nonfood 1.BinaxNO
17、W2.Flowflex3.Downy Light4.quip5.Dawn Ultra EZ-Squeeze6.Mielle7.Blue Tastefuls8.Crest Whitening Emulsions9.Febreze Unstopables Touch10.Huggies Special DeliveryCircana|New Product Pacesetters|Page 5NEW PRODUCT PACESETTERSAs consumers learn to live and work in a post-pandemic world,there has been a mea
18、sured return to out-of-home dining and experiences,though only the foodservice breakfast occasion has seen fully recovered traffic since the pandemic.Average foodservice costs are more than four times those of at-home occasions,with the absolute dollar gap widening.More than 80%of respondents to Cir
19、canas March 2023 Consumer Survey report getting food from a restaurant in recent weeks,yet consumers have also learned that the shelves at their favorite retailer are stocked with solutions.New product innovation that delivers meaningful at-home experiences may take some of the credit for minimizing
20、 the inflationary sting for consumers,making them happy and satisfied at home.During the pandemic,many transitioned to more enhanced experiences and do-it-yourself,restaurant-style meals and parties,whether they entertained or fed their own family in new ways.Some 20%of consumers,and a notable 27%of
21、 early adopters,report they look for new products that are restaurant quality they can prepare at home,according to New Product Pacesetters Survey data.As the world opened back up after the height of the pandemic,consumers had already learned how to have new,fulfilling and value-oriented experiences
22、 on their own,and many of those habits stuck.Many consumers still opt for at-home dining and have elevated expectations for product quality and taste.They want quick and easy,but with a level of excitement that appeals to many members of the household.Proving that taste is king,some 89%of New Produc
23、t Pacesetters Survey respondents agree that taste is the top reason for making a purchase,followed by price(80%).Among food and beverage Pacesetters,No.3-ranked Chick-fil-A Sauces generated more than$140 million in sales,emphasizing the appeal of re-creating interesting restaurant experiences at hom
24、e.Chick-fil-A bottled sauces had the highest trial level among the top 10 food and beverage Pacesetters at 11%.Sauces,convenient sheet-pan meal solutions and meal kits also peppered the top 100 food and beverage Pacesetters,including No.88 Purple Carrot,which is a direct-to-consumer,plant-based meal
25、 kit that extended into retail and delivered on consumers desires for convenient,elevated taste solutions at home.From breakfast to dinner,convenience meals continue to make life easier,with more than 20 Pacesetters delivering convenient preparation benefits(microwaveable,pre-prepped meal components
26、,etc.)within the meals space.The past few years of Pacesetters also point directly to how much beverage alcohol products are focusing on convenience along with affordability and fun.Delivering an at-home entertaining and party experience,No.5 Truly hard seltzer Margarita Style brings a favorite cock
27、tail into a convenient format,No.10 Topo Chico Hard Seltzer extends the trusted sparkling water brand into the beverage-alcohol space,and No.12 White Claw Surge provides a higher 8%alcohol content compared with the typical 5%.New beverage alcohol products are also answering the call for healthier op
28、tions.A continued focus on having fewer carbs and less sugar landed Bud Light Seltzer Hard Soda at No.19;it boasts zero sugar and 100 calories.No.60 FitVine Wine cuts the sugar content delivered in a glass of wine,and No.47 FLIGHT by Yuengling is a lower-calorie,lower-carb beer offering.Just as robu
29、st flavors drive successful beverage launches,scent is a highly influential attribute for consumers considering new products.In fact,72%of early adopters cite scent as fueling their interest Elevated ExperiencesCircana|New Product Pacesetters|Page 6NEW PRODUCT PACESETTERSin new personal/beauty care
30、products,compared to 49%of overall consumers.Experiential scents were delivered by several new products this year,including No.22 Dove Nourishing Secrets,a new deodorant and haircare line with uplifting fragrances inspired by nature,which topped$26 million in year one sales.Within the homecare produ
31、ct space,79%of early adopters cite scent as influencing their interest in new products.The level of scent delivery was the focus of No.3 Downy Light prewash additives,claiming a long-lasting scent that is not overpowering.Additional Circana innovation research reveals that some shoppers seek out and
32、 are very loyal to lightly scented products in the home care space.Febreze Unstopables Touch launched with new technology touch-activated scents that last up to 100“touches,”according to the brand.This No.9 nonfood Pacesetter generated nearly$38 million in sales by connecting with households,in part
33、icular those with teens and pets.Households with pets have been particularly receptive to innovation in recent years.The pandemic saw a huge influx in pet ownership,with people at home with the time and energy to care for new pets,treating them to high-end products and looking at them as members of
34、the household.Pacesetters this year reflect the continuity of that trend,as indicated by high sales of elevated pet solutions that are attractive to consumers willing to pay a premium for quality and performance.Pre-pandemic,pet owners were looking for attributes they wanted themselves in terms of f
35、ood solutions,and the purchases among new pet owners are further reinforcing health and wellness product requirements.These attributes include all-natural,premium,ultra-convenience,life stage and taste experience.Nearly half(48%)of respondents to Circanas 2023 New Product Pacesetters Survey report b
36、uying new pet care products,with 23%of pet care buyers indicating they are early adopters of new pet care products.No.16 nonfood Pacesetter Fresh Step Outstretch solved pet owners biggest complaint in the frequency of having to change litter.No.7 Blue Tastefuls,No.15 Meow Mix Tasty Layers and No.24
37、CESAR Wholesome Bowls elevate the quality,taste and texture experience,allowing pet owners to provide high-quality products to their beloved pets.Circana|New Product Pacesetters|Page 7NEW PRODUCT PACESETTERSSome might argue that simplicity in new product innovation is anything but simple,as manufact
38、urers ramp up efforts to deliver creative,high-performance products that are sustainable in their packaging and composition,with cleaner label statements,yet still efficient and effective.No.30 9 Elements from Procter&Gamble exemplifies this approach,with vinegar-powered laundry and home cleaning pr
39、oducts.Each product in the line comprises only nine ingredients,with the brand committing to 100%transparency about product contents and as much use of plant-based ingredients as possible.New product early adopters seek home care products made with environmentally friendly ingredients at a notably h
40、igher rate than overall consumers(34%vs.28%,respectively),as well as environmentally friendly packaging(26%vs.20%).Consumers have shown they care about far more than the product theyre consuming they care about its production,brand values,packaging and the mark its making on the world and the enviro
41、nment.As shoppers speak with the money they spend,they support brands that align with their philosophy and values.This desire to understand a brand and its goals is evident in the increase in plant-based options.With so many new plant-based products on the market addressing variety and occasion need
42、s,theyre driving a trend for sustainability clearly reflected by several impressive Pacesetters.Although plant-based alternatives represent a small share of the meat category,poultry alternatives are proving to be an innovation sweet spot.No.31 Gardein Ultimate doubled down on the strength of the fr
43、ozen market and the excitement around key plant-based protein formats that deliver bigger tastes and mimic key meal occasions,resulting in$35 million in year-one sales.Other Pacesetters include No.45 Impossible Chicken and No.87 Daring plant chicken.No.49 Real Good Entres promote nutritious foods in
44、 support of consumer diet and lifestyle requirements.The products represent the transformation of frozen foods,with a mission to“make your favorite foods more nutritious and improve human health.“This focus on lower carbs,no added sugar and higher levels of protein sets the frozen brand apart in its
45、 product development,but also in how it messages to consumers.Considered one of the largest and most engaged CPG brands on social media,the company also created RGF Labs to encourage consumers to sign up on their app or website to provide direct feedback on new products shipped to them,shaping futur
46、e brand packaging and product innovation.This brings consumers into the innovation process very intimately,creating buy-in and loyal brand ambassadors.With a broad plant-based offering and delivering on the desire for convenient meal solutions,No.7 Tattooed Chef had more than$93 million in sales wit
47、h a frozen line for“people who give a crop.”Tattooed Chef offers a broad range of daypart options focused on flavor experience,featuring interesting ingredients such as tahini,cold brew coffee,hemp seeds,quinoa,and turmeric that many consumers would be hard-pressed to source and cook with on their o
48、wn.Across the store and wherever they land on the meat-eating spectrum,many consumers seek plant-based,veggie-forward alternatives to mix up everyday meal routines.No.20 Violife vegan cheeses is adding plant-based innovation to the dairy case to address those needs.Simplicity and Sustainability Circ
49、ana|New Product Pacesetters|Page 8NEW PRODUCT PACESETTERSCircana reports that 25 million people eat plant-based food and beverages occasionally or regularly.Further,one in five want more plant-based options to be made available to them.There is a continued consumer desire to have these products as p
50、art of their diets.Plant-based food and beverages have a major presence among Pacesetters,representing$411 million in sales,more than doubling the number of products and dollar sales in the past three years.Sustainability-marketed products continue to increase their share of 36 tracked CPG categorie
51、s,representing 17.3%in 2022 but driving an outsized 30%of growth,according to research conducted by Circana and NYUs Stern Center for Sustainable Business.Further,sustainability-marketed products enjoy a price premium of nearly 28%over their conventional counterparts,pointing to an opportunity to in
52、novate in categories where sustainable products havent gained a significant foothold.Research from Circana and NYUs Stern Center for Sustainable Business shows that the percentage of new products overall that incorporate and communicate sustainability benefits has increased every year since 2017.Sus
53、tainability resonates in nonfood Pacesetters,with No.64 Glade PlugIns PLUSs plastic outer packaging containing at least 50%post-consumer recycled materials and recyclable paperboard packaging.The product also has an energy-efficient automatic turnoff.The 100%recyclable No.73 Ball Aluminum Cups keep
54、drinks cold and are priced competitively compared to plastic disposable cups.Both products report strong sales and represent innovative activity in their spaces,where sustainable practices may not always be consumer-facing.Circana survey data show important attributes to consumers in this space:67%o
55、f consumers are highly interested in sustainability,and 64%are highly interested in simple ingredients.Plant-based food and beverages have a major presence among Pacesetters2019$185M2022$411M5 NPPs14 NPPsSource:CircanaNew Product Pacesetters,Total US MULO Year 1 SalesCircana|New Product Pacesetters|
56、Page 9NEW PRODUCT PACESETTERSAs the complicated world people live in takes its toll physically and mentally,the focus on self-care as part of a healthy lifestyle has never been more important.The self-care market just keeps growing as it addresses a wide range of wellness goals around sleep,mental a
57、cuity,stress and more.Some 88%of Americans across all generations practice self-care and employ an average of more than six wellness strategies.This opportunity for CPG and retailers has a rapid growth rate thanks to new products that help consumers achieve self-care goals with convenient,at-home so
58、lutions that fit into overall health and wellness practices theyve employed to stave off illness,fight aging and look and feel good.With the ongoing growth in total self-care including beauty care,personal hygiene and health care share growth has been impressive.Total self-care share among nonfood P
59、acesetters this year is a whopping 80%,up 18 percentage points over 2021.Last year,heath care products accounted for$1.8 billion in sales,representing 55%of nonfood Pacesetter sales.In 2021,the segment was only 21%,pointing directly to how the pandemic inspired in-home health care solutions.The pand
60、emic continues to have an impact on peoples approach to self-care and wellness.Even with insurance and the federal government covering the cost of many at home COVID-19 test kits,the market saw notable brick-and-mortar sales,including No.1 nonfood Pacesetter BinaxNOW,generating$949 million,and No.2
61、Flowflex,with$573 million in sales with continued year-on-year growth in recent periods.At-home testing has opened the door for expansion into other home testing kits across allergies,womens health,flu and more,with consumers expressing high interest.Some 56%of primary shoppers are currently interes
62、ted in over-the-counter home health testing kits,according to survey data.Some 35%seek COVID-19 testing kits,and 46%are interested in other types,including flu(22%)and allergy/intolerance(22%),according to Circanas February 2023 Consumer Survey.Since the pandemic,there has been a heightened effort t
63、o prevent illness and stay healthy,and a commitment to shoring up immunity.Shoppers are always solving for self-care needs,with many gravitating to higher-performance beauty and personal care products,often forgoing professional services for the convenience of in-home solutions.Brands are capitalizi
64、ng on that focus by moving into new spaces.Gillette scored with No.11 Gillette Venus Intimate Care and No.12 GilletteLabs exfoliating razor,providing consumers affordable ways to bring salon services to their own bathrooms.No.40 King C Gillettes premium beard care line brings specialty products to m
65、ainstream shoppers.No.8 Crest Whitening Emulsions generated$41.4 million as peoples smiles emerged from behind masks and screens.Whole-body,professional-level performance is expected in self-care innovation,as are innovative form and delivery.No.31 AleveX,for example,takes another trusted brand and
66、delivers pain relief in rub-on and massaging roller-ball forms.And No.4 quip electric toothbrushes made the leap from direct-to-consumer to retail with highly functional and smart oral care products.Empowering Self-Care Circana|New Product Pacesetters|Page 10NEW PRODUCT PACESETTERSNo.6 Mielle speaks
67、 to a significant and important ethnic hair and body care products market.In the past decade,the industry has evolved to recognize that not all skin,hair and bodies need the same ingredients to thrive.This is an area with tremendous growth potential.More than 50%of women report having wavy,curly or
68、coily hair,but only 5%of hair care products are specifically targeted to this hair texture,according to Circanas Future of U.S.Hair Survey,March 2022.Addressing a long-held,unmet need,Mielle meets the specific needs of a diverse consumer market,further tapping an industry trend in that the products
69、are organic.Nonfood Pacesetter No.29 Dove Body Love found and filled an unmet need termed“skinification,”or skincare below the neck.The product innovation translates premium facial care ingredients of hyaluronic serum,moringa oil and vitamin C to the rest of the body at an affordable price.Circana|N
70、ew Product Pacesetters|Page 11NEW PRODUCT PACESETTERSConsumers make product choices based on many factors,including quality,performance and experience,and how they identify with a brand certainly has a big impact on purchasing decisions.Nearly a third of New Product Pacesetters Survey respondents st
71、ate that“products from a trusted brand or manufacturer”is important for their purchase decision.No.41 Vicks Super C exemplifies a health care brand leveraging its trusted status by filling needs in adjacent spaces.With Super C,Vicks is extending its reach beyond cough and cold treatments to preventi
72、ve health,meeting consumers before they have symptoms.As a result of brand trust playing such an important role in purchasing decisions in often crowded categories,licensing gaining the rights to sell a brand or product is a$216-billion global business.The U.S.market accounts for half of licensing r
73、evenue,with food generating a notable$6.5 billion in revenue,representing 11%of the licensed products market.Within Pacesetters,the number of licensed food and beverage products has increased as much as threefold from 10 years ago,reaching$242 million in 2022.No.66 Cinnabon Frozen Breakfast Creation
74、s strength in baked cinnamon goods lends a new twist to breakfast with sweet and savory options that deliver convenient,on-hand offerings from a trusted brand,extending the brand beyond the companys signature bakery cafs.This is a new licensing venture for the Cinnabon brand,which has more than 70 b
75、rand-licensed products across foodservice and retail.No.15 COLLIDERS spoonable desserts generated more than$51 million in multi-outlet sales by encouraging consumers to“experience your favorite candy like you never have before.”Kraft Heinz licensed popular confection brands Hersheys,Reeses,Kit Kat a
76、nd more to take candy brands to the refrigerated section in Colliders and easily attract attention at the shelf because of iconic branding and trusted quality.Further leaning on trusted brands,co-branding,the dual punch of two brands sharing the package marquee,is another way to successfully nudge b
77、rands into new territory.Co-branded No.100 Snack Pack SOUR PATCH KIDS Juicy Gels gelatin snacks feature Conagras Snack Pack brand with Mondelz Internationals popular Sour Patch candies,while No.63 Cattlemans Cut Takis meat snacks used co-branding to break into new spaces with bold-flavored products
78、from well-known brands.Takis have appeared on the Pacesetters list before,validating Obertos strategy of teaming up its Cattlemans Cut brand with a popular snack brand.On the nonfood side,Clorox paired two of its brands for No.28 Glad ForceFlexPlus with Clorox garbage bags,which work to eliminate fo
79、od and bacterial odors with help from lemon-scented bleach.Iconic Brands Are on the MoveCircana|New Product Pacesetters|Page 12NEW PRODUCT PACESETTERSAs consumers demanded more than just sustenance and refreshment from their food and beverage choices during the past couple of decades,a broad market
80、of energy and performance-boosting products emerged.The slim can bursting with caffeine and flavor launched a market of high-intensity beverages and a revolution in carbonated and energy-boosting beverages began.Today,carbonated beverages and sports and energy drinks combined represent 27%of total f
81、ood and beverage Pacesetters.Todays energy-seeking consumers give their choices a lot of thought theyre more mindful in that they want more than an adrenaline kick;they want an elevated,natural and sustainable experience.No.1 food and beverage Pacesetter Alani Nu drinks is a brand proclaiming“wellne
82、ss should feel good and taste good,”highlighting active ingredients biotin,B6 and B12,with a wide range of unique and whimsical flavors such as Breezeberry,Cosmic Stardust and Hawaiian Shaved Ice.Other brands have tapped this trajectory,too,with No.68 Starbucks Premium Instant coffee and No.77 Starb
83、ucks Cold&Crafted coffee offering a ready-to-drink boost.CELSIUS landed twice on the Pacesetters list with ready-to-drink No.17 Vibe and No.34 On-The-Go,featuring energy-boosting ingredients,plus unique flavors and the added value of metabolism-boosting and fat-burning ingredients.These products off
84、er ease of consumption,more natural energy sources and added health benefits.And they meet consumers in their consumption moment,putting consumer behavior right in the crosshairs of innovation.Energy beverages are more nuanced than ever,as they are enhanced with benefits including vitamins and a hyp
85、erfocus on hydration.More than 41%of consumers say they want new beverages to help with hydration,better than 25%of consumers want more than basic nutritional benefits and nearly 17%want an energy boost.No.9 Gatorlyte provides rapid sports rehydration and recovery via a specialized blend of five ele
86、ctrolytes with lower sugar content than its traditional sports drinks.With the strength of the Gatorade brand supporting the innovation,Gatorlyte serves as an incremental occasion and enhances the beverage experience.No.8 Red Bull Green Edition provides energy and“vitalizes body and mind”with its do
87、se of dragon fruit.Among the top 10 food and beverage Pacesetters,it boasts the highest repeat rate at nearly 70%.These new options spanned product formats with multi-benefit products featuring special ingredients that can deliver the amped-up energy and health benefits consumers seek as routines re
88、vert back to school,the office and fitness and leisure activities.Performance BoostCircana|New Product Pacesetters|Page 13NEW PRODUCT PACESETTERSSome years,Pacesetters have represented blockbuster launches in giant categories from long-established brands,and in other years,truly innovative new launc
89、hes create new categories or niches.Innovation comes in different shapes and sizes,keeping retailers and consumers engaged and intrigued.In a departure from recent years,2022 Pacesetters show bigger dollar sales coming from medium-sized companies.Medium-sized companies delivered 28%of Pacesetter pro
90、ducts,yet they represented 35%of Pacesetter dollars,up nearly 15 percentage points from 2021.Food and beverages No.1 Pacesetter Alani Nu,for example,was launched by a medium-sized company and generated more than$228 million in sales by delivering a product that met natural energy solutions in the pe
91、rformance space.In 2022,small and extra-small companies combined represented 51%of New Product Pacesetter products but represented just 30%of Pacesetter dollar sales.However,small companies in particular saw an increase in dollar contribution year over year,delivering 21%of Pacesetter dollars in 202
92、2(vs.15%in 2021).A focus on net new brands and leveraging social media to drive awareness of new products helped boost small and medium companies growth in 2022.Big companies product share and dollar share of Pacesetters dipped in 2022,just slightly in share of Pacesetter products,but from 50%to 35%
93、in Pacesetter dollars.Instead,big manufacturers put more into brand extensions,which reflects their commitment to build on the trust consumers have with popular brands.In this years Pacesetters,new brands represent 46%of total food and beverage Pacesetters,while brand extensions represent 54%.Unders
94、tanding how manufacturers approach innovation merits analysis of entirely new products vs.line extensions,which are defined as new when they are transformative by taking the brand into a new format or new space,not only as a new variety.Whos Innovating and How?Small-and medium-sized companies increa
95、se their dollar share of New Product Pacesetters BIGBIGMEDIUMMEDIUMSMALLSMALLX-SMALLX-SMALL200212022SHARE OF PACESETTER MANUFACTURERS BY COMPANY SIZESHARE OF PACESETTER$SALES BY COMPANY SIZE16%18%21%19%25%12%6%11%15%9%32%32%23%28%27%12%20%9%15%21%31%25%35%30%28%27%21%30%21%35%22%24%21%23%
96、21%49%53%50%50%35%Circana defines company size based on U.S.revenues as:Big=More than$6B Medium=$1B to$6BSmall=$100M to$1B Extra Small=less than$100MCircana|New Product Pacesetters|Page 14NEW PRODUCT PACESETTERSBeing a New Product Pacesetter doesnt guarantee long-term success.There are several key p
97、rinciples that successful innovations follow as companies consider what it takes to drive continued growth in the market:1.Retained distribution and consideration of new channels.Companies continue to reinforce the role that new products play within a category(e.g.,incrementality,sales rate,alignmen
98、t to high-value shoppers)to stay on shelf and gain new distribution.For example,new pack sizes can be leveraged to meet channel-specific requirements,such as multipacks for the club channel or a low entry price point for the dollar channel.2.Repeat purchases and expanding trial with new consumers ar
99、e critical.Circanas work indicates that 30%of trial happens in year two,so awareness building remains important beyond year one.3.Support in year two drives disproportionate success.While the notion of“You are only new once”applies to the gravity of year-one investment to maximize new product sales
100、potential,the importance of marketing spend continues into year two.As trial continues to build in year two,new products must work to stay top of mind for those who have already tried the product as well as to secure new buyers.4.Expand into new varieties and pack sizes.Successful innovations contin
101、ue to build on the initial product assortment,giving consumers new flavors,scents and forms to meet evolving interests and consumers need for variety.Refrigerated Rana Meal Kits,a 2021 New Product Pacesetter,embodied these key principles moving into year two.Dollar sales for the brand almost tripled
102、 in two years,growing from its year-one sales of$35 million to almost$96 million in year two.The brand gained more than 21 points in distribution moving into new retailers,and several new varieties aligned with key flavors important to shoppers within the overall meal landscape,such as lasagna and g
103、nocchi.On the nonfood side of 2021 New Product Pacesetters,BIC EZ Reach lighters saw its year-two sales leap to$25 million from year-one sales of nearly$18 million.BIC kept the innovation flames burning with special editions from entertainer and businessman Snoop Dog and businesswoman and personalit
104、y Martha Stewart,as well as camouflage and home dcor collections.The brand also grew distribution an additional 8 points.Industry observers opine that innovation dipped over the past few years due to supply challenges and production priorities.However,New Product Pacesetters reinforce the benefits o
105、f innovation for CPGs,retailers and most of all,consumers.Consumers have a big appetite for new products.Even as what they are looking for may be evolving,they are always looking for solutions to delight,inspire and make their lives easier,opening the door for continued relevance of new products for
106、 years to come.Taking a Long-Range View of InnovationCircana|New Product Pacesetters|Page 15NEW PRODUCT PACESETTERSTruly PunchThe Boston Beer CompanyHard Seltzer$136.3 MChick-fil-A SaucesLancaster ColonyOther Sauces$140.4 MDr Pepper Zero Sugar Keurig Dr PepperCarbonated Beverages$169.3 MTattooed Che
107、fTattooed ChefFz Entres$93.3 MMtn Dew SparkPepsiCoCarbonated Beverages$98.2 MTruly Margarita StyleThe Boston Beer CompanyHard Seltzer$99.6 MTopo Chico Hard SeltzerMolson CoorsHard Seltzer$73.2 MGatorlytePepsiCoSports Drinks$74.2 MRed Bull Green EditionRed Bull North AmericaEnergy Drinks$77.9 MAlani
108、NuAlani NutritionEnergy Drinks$228.4 MBeverages,including energy drinks and hard seltzers,continue to dominate New Product Pacesetters.New Product Pacesetters Top 10:Food&BeverageTo see the top food&beverage and nonfood products,including rank,dollar sales and parent company,please click
109、here.Circana|New Product Pacesetters|Page 16NEW PRODUCT PACESETTERSquip QuipOral Care$73.6 MDowny LightProcter&GambleLaundry Care$78.9 MFlowflex ACON LabsHome Health Care$573.3 MBlue TastefulsGeneral MillsPet Food$47.7 MMielleMielle OrganicsHair Care$47.8 MDawn Ultra EZ-SqueezeProcter&GambleDish Det
110、ergent$72.5 MHuggies Special Delivery Kimberly-ClarkBaby Care$36.3 MFebreze Unstopables TouchProcter&GambleHousehold Cleaning$38.0 MCrest Whitening Emulsions Procter&GambleOral Care$41.4 MBinaxNOWAbbottHome Health Care$948.7 MSales of home COVID-19 test kits exploded in 2022,perhaps seeding a new ge
111、neration of test kits.New Product Pacesetters Top 10:NonfoodCircana|New Product Pacesetters|Page 17NEW PRODUCT PACESETTERSTruly Punch The Boston Beer CompanyHard Seltzer$100.4 MGatorlytePepsiCoSports Drinks$105.3 MRed Bull Green EditionRed Bull North AmericaEnergy Drinks$187.2 MWhite Claw
112、 SurgeMark Anthony GroupHard Seltzer$70.4 MCELSIUS VibeCelsius HoldingsEnergy Drinks$74.8 MMtn Dew Energy PepsiCoEnergy Drinks$99.1 MBODYARMOR EdgeThe Coca-Cola CompanySports Drinks$56.3 MTopo Chico Hard SeltzerMolson CoorsHard Seltzer$59.1 MMonster ReserveMonster BeverageEnergy Drinks$68.6 MElectro
113、litGrupo PisaSports Drinks$206.2 MSports and energy drinks,hard seltzers continue to find ways to delight consumers.New Product Pacesetters Top 10:C-StoreTo see the top food&beverage and nonfood products,including rank,dollar sales and parent company,please click here.Circana|New Product
114、Pacesetters|Page 18NEW PRODUCT PACESETTERSHudsonville Ice Cream Little Debbie Hudsonville Ice CreamIce CreamGHOST EnergyGhostEnergy DrinksElectrolit Grupo PisaSports DrinksOREO Frozen DessertsFroneriFz NoveltiesOlipopOlipopCarbonated BeveragesKevins Natural Foods Kevins Natural FoodsRfg EntresSimply
115、 SpikedMolson CoorsHard SeltzerSimilac 360 Total CareAbbottBaby FormulaPRIME HydrationPrime HydrationSports DrinksCheez-It PuffdKelloggsSalty SnacksMany Rising Stars in 2022 show a continuation of themes,including Performance Boost,Iconic Brands on the Move,Elevated Experiences and Simplicity and Su
116、stainability.Rising Stars:Food&BeverageCircana|New Product Pacesetters|Page 19NEW PRODUCT PACESETTERSFlamingo HarrysShaving&Personal CareDr.SquatchDr.SquatchPersonal CareDowny Rinse&Refresh Procter&GambleLaundry CareOral-B iO Procter&GambleToothbrushesNinjamasProcter&GambleDiapersGain+Odor Defense P
117、rocter&GambleLaundry Detergent&CareTide Ultra OXI with Odor Eliminators Procter&GambleLaundry DetergentRevealMPM ProductsPet FoodPedigree Marrobites MarsPet FoodBarkBarkPet SuppliesMany Rising Stars in 2022 show a continuation of themes,including Elevated Experiences,Simplicity and Sustainability,an
118、d Empowering Self Care.Rising Stars:NonfoodCircana|New Product Pacesetters|Page 20NEW PRODUCT PACESETTERSAbout New Product PacesettersNew Product Pacesetters celebrates the consumer packaged goods(CPG)industrys most powerful brand launches.Now in its 28th year,this report is consistently rich with i
119、conic brands and game-changing innovations,brought to market by behemoths and new market entrants.New Product Pacesetters gives innovators inside and outside the CPG industry an opportunity to learn from the best of the best in new product innovation and learn the strategies for accelerating growth.
120、About the Authors Joan Driggs is the vice president of Content and Thought Leadership at Circana.Joan.DriggsCLisa Maas is principal and practice lead,Innovation at Circana.Lisa.MaasC Acknowledgments Vital and appreciated contributors to the development and analysis of this report include Claudia Bur
121、gos and Ryan Stredney,new product specialists at Circana;Wendy Solomon,consumer and shopper marketing specialist at Circana;and contributor Jill Rivkin.New Product Pacesetter Criteria Complete a full year of sales in calendar year 2022.(Brands that complete year-one in 2023 qualify for Rising Star s
122、tatus.Leading brands are based on a projected year-one sales total that would have crossed 30%ACV in the February 2022 quad or later.)Begin tracking year-one sales after achieving 30%ACV weighted distribution across multi-outlet geography;must have 30%ACV or higher at date of year-one completion.New
123、 Product Pacesetters are the top 100 new banners in two categories(food and beverage,and nonfood)based on year-one sales across multi-outlet geography.MULO/multi-outlet=supermarkets,drugstores,mass market retailers,military commissaries and select club and dollar retail chains.Convenience channel-sp
124、ecific top 10 to identify leading new innovation in the channel.Circana|New Product Pacesetters|Page 21NEW PRODUCT PACESETTERSFind Your Pacesetter MomentumRobust and actionable:The Circana suite of analytical and decision-making tools is essential for successful marketers and their brands.Keep readi
125、ng to learn about our breadth;dont hesitate to contact Lisa Maas,principal and practice lead,Innovation,Circana:Lisa.M or+1 309-473-2068 Circana Brand Optimization Suite Powered By Hendry Market Structure Delivered Through Unify.Fortify your brand and innovation strategy with Circanas groundbreaking
126、 suite of solutions that use a predictive,shopper-defined framework for an unbiased view of the category and ongoing assessment of growth opportunities.Identify and track the evolving broad competitive landscape and critical attributes that drive market demand via our Brand Landscape.Drive effective
127、 retail engagements with Circanas Consumer Decision Tree,where shopper-derived product hierarchies highlight opportunity and risk against todays category set by channel/retailer.The Brand Optimization Engine fuels effective decision-making centered on top growth opportunities,competitive threats and
128、 the investments necessary to ensure new product success leveraging Circanas Hendry Forecasting.Circana Testing Identify top candidates for further development,along with the right messaging and packaging,quickly and inexpensively with Circanas proven Concept Testing approach.Quantify higher-risk la
129、unches and in-store marketing program effectiveness without the cost and risk of a national rollout with Circanas In-Store Testing.Circana ShoppersightsInnovatively segments and targets for unmatched optimization of promotion,media and retail-specific marketing programs at the household and store le
130、vels.Purchase-Based Targeting Via Circana AudiencesLeverage purchase-based targeting to maximize campaign efficiency and effectiveness.With hundreds of data providers and thousands of different audiences in the marketplace,media planners and buyers have a challenge determining which combination of t
131、argets will deliver the best reach and return within budget.However,Circana purchase-based audiences allow marketers to target consumers based on actual in-store shopping behavior and are proven to deliver up to three to four times the ROI of competitive and other targeting tactics.Circana Audiences
132、 uses the largest repository of multichannel retailer data in the industry,four times the sales coverage of competitors,to help marketers improve targeting and activation.Its audience solutions,which ensure consumer privacy is protected,include:100%deterministic Circana Verified Audiences Propensity
133、 to purchase Circana ProScores Audiences The combination of both with Circana Complete Audiences Twenty-plus major DMPs/DSPs have Circana Audiences available search“IRI,”“NPD”and“Circana”to start activating them today via Circanas full-service audience desk or created directly using Circana Audience
134、 Builder.They can be activated against all addressable,direct-to-consumer touch points,including online,social,mobile,email,direct mail and TV.Innovation Solutions Team Working with this group increases the odds of new product success and mitigates the risk of bad decisions by leveraging Circanas sh
135、opper behavior-based innovation and new product solutions,which support the entire innovation process from white space identification to ongoing brand optimization.Circana ToolsAbout CircanaCircana is the leading adviser on the complexity of consumer behavior.Through unparalleled technology,advanced
136、 analytics,cross-industry data and deep expertise,we provide clarity that helps almost 7,000 of the worlds leading brands and retailers take action and unlock business growth.We understand more about the complete consumer,the complete store and the complete wallet so our clients can go beyond the data to apply insights,ignite innovation,meet consumer demand and outpace the competition.Learn more at .