Brand giants top NPD charts

01 April 2011

NEW YORK: Procter & Gamble and Unilever were among the brand owners launching the most successful consumer packaged goods products in the US last year.

Research firm SymphonyIRI tracked new product sales data in 2010 across food, drug and mass channels, excluding Wal-Mart.

Looking at the food and beverage sectors, it reported the top performers "heavily catered to home-based eating rituals."

More specifically, items for the breakfast table and salty snacks claimed over half of all additional value returns accrued by these two categories in 2010.

Powerade ION4, part of Coca-Cola's portfolio, led the charts, securing $190.5m (€134m; £118m), followed by AgroFarma Brands' Chenabi yoghurt, on $149.4m.

Wonderful Pistachios generated $114.1m, and Glaceau Vitaminwater Zero, also from Coca-Cola's stable, supplied revenues of $110.3m.

Speaking on a conference call with analysts in October 2010, Muhtar Kent, Coca-Cola's chief executive, suggested Glaceau and Powerade have rapidly enhanced their position.

"Since acquiring Glaceau in mid-2007, our joint Glaceau and Powerade businesses have gained more than seven points of volume share swing against our primary competitors combined sports drink and functional hydration offerings," he said.

"This is the power of valuable brands and strong system execution working together in the marketplace."

Elsewhere, Nature's Pride bread, free from preservatives, colours, trans fats and artificial flavours, posted $80.8m in revenues, while the Trop50 low-sugar juices brought in $74.4m.

Premium range Green Mountain Coffee K-Cups logged $62.1m, and Budweiser Select 55 - which set a Guinness World Record for being the "lightest beer" - registered $59.9m.

In the non-food segment, health, beauty and personal care proved particularly prosperous in 2010, largely thanks to a trend described by SymphonyIRI as "do-it-yourself, at-home care".

Crest 3D White, manufactured by Procter & Gamble, was the leading product here, as sales reached $154.1m.

"So many of the innovations we do are category expanding," said Bob McDonald, P&G's chief executive, in January. "Separately, we work to create new categories."

"I would simply point to the way the consumer votes, which is look at our market share, look at our volume results, look at our profit results in Oral Care, and that's how the consumer's voting."

Heartburn remedy Prevacid 24HR racked up $127m, figures standing at $78.3m and $78m respectively for Plan B One-Step and Next Choice contraceptive pills.

Huggies Pull-Ups Learning Designs, the training pants made by Kimberly-Clark, recorded $66.8m, while Dove Men+Care, Unilever's skincare line for male customers, yielded $54.2m.

Dove Body Wash with Nutrium Moisture also attracted $40.5m, demonstrating Unilever's goal of engaging shoppers of both genders.

"Our consistent theme across the entire Dove category is we deliver superior care and we celebrate and showcase real people," said Rob Candelino, director of Unilever's personal wash division.

"That means real women in the female-oriented business, and in the men's business featuring and celebrating real guys who are comfortable with who they are."

Olay Professional Pro-X lodged $49.4m, and Scope Outlast, incorporated into Crest Extra White and Oral-B Advantage extensions achieved $46.8m, two more successes for Procter & Gamble.

"In spite of ongoing economic and market challenges, the manufacturers of these brands showed their grit in 2010," said Larry Levin, SymphonyIRI's evp, consumer insights.

"They invested to understand the roles their products could play in helping consumers navigate difficult financial waters. And, they used that knowledge to develop and deliver powerful new products that are filling those roles quite nicely."

Data sourced from SymphonyIRI, Seeking Alpha; additional content by Warc staff