06.12.21
For more than a year, during the pandemic, consumers were forced to stay home. No surprise, then, that the most successful new product introductions focused on self-care and comfort, according to IRI. The best-selling new products of 2020 were honored with IRI's Pacesetter Awards. Procter & Gamble was well-represented with three new products among the top 10 in the non-food category. For more than 20 years, IRI has provided Happi with valuable on diverse topic including laundry detergent, household cleaners, hair care, color cosmetics and skin care.
"Understanding consumer demographics and why certain products succeed is imperative for brands, both big and small, as innovation strategists work to respond to the continuously shifting marketplace," said Larry Levin, EVP-market and shopper intelligence and thought leadership, IRI. "IRI's 2020 New Product Pacesetters and its consumer attitudes survey about new products tell a story of people staying at home, but still seeking out products and brands that offered indulgence and comfort amid the chaos of COVID-19."
For nonfood Pacesetters, products that offer added value to consumers won big. With an increased demand for detergent due to shoppers spending more time at home, laundry had a big showing on the top 20 list, with four laundry products making the cut. Leader Downy Infusions Scents generated more than $120 million in sales. It captured the interest of consumers who wanted to create a premium, luxurious experience at home, with long-lasting scents and added fabric protection. Other top brands were Gain Blissful Breeze coming in at No. 16, Gain Scent Blast at No. 19 and Tide Heavy Duty 10X taking the No. 22 spot.
While overall sales were down in the beauty department, there was an emergence of new self-care and beauty products sought by consumers who wanted to stay camera-ready for Zoom and FaceTime calls. While there were a similar number of face and skin care launches in 2020 and 2019, Pacesetter sales of these products were stronger in 2020 with 29 beauty Pacesetters representing $378 million and 17% of total nonfood Pacesetters, nearly double the share earned by the group in the previous year. The average launch increased to $13.1 million in 2020 from $10.6 million in 2019. Of course, in a mask-based society, eyecolor cosmetics dominated the beauty segment.
Household cleaning products also had a strong year throughout the pandemic, with two paper towel products landing a spot in the top 10 nonfood Pacesetters. Brawny Tear-A-Square came in at No. 2, while Viva Multi-Surface Cloth took the No. 7 spot.
According to IRI's consumer survey data, pet adoption was up significantly during 2020. Among the top 20 nonfood Pacesetters, three pet products earned a spot, including Greenies at No. 3, Swiffer Pet at No. 12 and Tidy Cats Free & Clean at No. 14.
Here are IRI's Pacesetters in the Non-Food Category
1. Downy Infusion Scents, Procter & Gamble
2. Brawny Tear-A-Square, Koch Industries
3. Greenies, Mars
4. Juul, Juul Labs
5. Native, Procter & Gamble
6. Duracell Optimum, Berkshire Hathaway
7. Viva Mult-Surface Cloth, Kimberly-Clark
8. Olay Retinol24, Procter & Gamble
9. Mucinex Nightshift, Reckitt
10. Primatene Mist, Amphastar Pharmaceuticals
11. Pampers Cruisers 360° Fit, Procter & Gamble
12. Swiffer Pet, Procter & Gamble
13. Sensodyne Pronamel Intensive Enamel Repair, GlaxoSmithKline
14. Tidy Cats Free & Clean, Nestlé
15. Gain Blissful Breeze, Procter & Gamble
16. Neuriva, Reckitt
17. Hempvana, Bulbhead
18. Mr. Clean Clean Freak, Procter & Gamble
19. Gain Scent Blast, Procter & Gamble
20. Persil ProClean Discs, Henkel
21. Bounce WrinkleGuard, Procter & Gamble
22. Tide Heavy Duty 10X, Procter & Gamble
23. Maybelline The Falsies Lash Lift, L'Oréal
24. L'Oréal Infallible Fresh Wear, L'Oréal
25. Nature's Way Sambucus, Schwabe North America
26. Kibbles 'n Bits Meaty Middles, The JM Smucker Company
27. Optimum Nutrition Gold Standard, Glanbia
28. L'Oréal Elvive Dream Lengths, L'Oréal
29. Pantene Pro-V Nutrient Blends, Procter & Gamble
30. Tide Simply Odor Rescue, Procter & Gamble
31. Purex 4-in-1 Pacs, Henkel
32. Burt's Bees Oral Care, Clorox
33. Downy WrinkleGuard, Procter & Gamble
34. Revlon PhotoReady Candid, Revlon
35. The Pioneer Woman Dog Treats, Nestlé
36. Blue Diamond, The Cookware Company
37. Dove 0% Aluminum, Unilever
38. Friskies Lil Soups, Nestlé
39. Clorox Scentiva Mopping Cloths, Clorox
40. Zyn, Swedish Match
41. Maybelline Super Stay Ink Crayon, L'Oréal
42. Contigo Couture, Newell Brands
43. Conair Double Ceramic, Conair
44. Dixie Ultra Deep Dish, Koch Industries
45. Sally Hansen Mega Strength, JAB Holdings
46. Seventh Generation Feminine Care, Unilever
47. LA Colors Color Craze Gel, Beauty 21 Cosmetics
48. Milk-Bone GnawBones, JM Smucker
49. Genteal Tears, Alcon Labs
50. Snuggle Scent Shakes, Henkel
51. Skintimate Disposable Razors, Edgewell
52. Purina Dentalife ActivFresh, Nestlé
53. Lifeaid, Lifeaid
54. L'Oréal Bambi Eye, L'Oréal
55. Schwarzkopf got2b Metallics, Henkel
56. Elf Camo, Elf Cosmetics
57. Milk-Bone Wonder Bones, JM Smuckers
58. Huggies Nourish & Care, Kimberly-Clark
59. Maybelline Brow Ultra Slim, L'Oréal
60. Hartz Delectables Squeeze Up, Hartz
61. Body Fortress Super Advanced Isolate Protein, KKR
62. Nature's Recipe Prime Blends, JM Smuckers
63. Swiffer WetJet with Mr. Clean, Procter & Gamble
64. Parodontax Complete Protection, GlaxoSmithKline
65. Kiss Glam Fantasy, Kiss Products
66. Hair Food, Procter & Gamble
67. Arm & Hammer for Pets, Church & Dwight
68. L'Oréal Infallible Full Wear, L'Oréal
69. CoverGirl TruBlend Undercover, JAB Holding
70. Bare Republic, SC Johnson
71. Tampax/Always Pure Collection, Procter & Gamble
72. Axe Excite, Unilever
73. Not Your Mother's Curl Talk, DeMert & Dougherty
74. Refresh Relieva, AbbVie
75. Vicks Vapopatch, Procter & Gamble
76. Poise Active Collection, Kimberly-Clark
77. Vicks VapoShower, Procter & Gamble
78. Axe Ice Chill, Unilever
79. Kiss Salon Dip, Kiss Products
80. Irish Spring 5-in-1, Colgate Palmolive
81. Revlon ColorStay Brow Creator, Revlon
82. Band-Aid Water Block Tough Strips, Johnson & Johnson
83. Boost Women, Nestlé
84. Soylent, Rosa Foods
85. Revlon Root Erase, Revlon
86. Vicks VapoCool Sore Throat, Procter & Gamble
87. Neutrogena Bright Boost, Johnson & Johnson
88. Dulcolax Liquid, Sanofi
89. Clairol Root Touch-up Color Blending Gel, KKR
90. KISS Salon Acrylic Natural, Kiss Products
91. Maybelline Dream Urban Cover, L'Oréal USA
92. Revlon Super Lustrous The Gloss, Revlon
93. Bic Soleil Click 5, Bic
94. Uno Flip, Mattel
95. Cascade Pure Essentials, Procter & Gamble
96. Acuvue RevitaLens, Johnson & Johnson
97. Revlon So Fierce!, Revlon
98. Studio by Tide, Procter & Gamble
99. Milani Keep It Full, Gryphon Investors
100. Purina Beneful Superfood Blend, Nestlé
"Understanding consumer demographics and why certain products succeed is imperative for brands, both big and small, as innovation strategists work to respond to the continuously shifting marketplace," said Larry Levin, EVP-market and shopper intelligence and thought leadership, IRI. "IRI's 2020 New Product Pacesetters and its consumer attitudes survey about new products tell a story of people staying at home, but still seeking out products and brands that offered indulgence and comfort amid the chaos of COVID-19."
For nonfood Pacesetters, products that offer added value to consumers won big. With an increased demand for detergent due to shoppers spending more time at home, laundry had a big showing on the top 20 list, with four laundry products making the cut. Leader Downy Infusions Scents generated more than $120 million in sales. It captured the interest of consumers who wanted to create a premium, luxurious experience at home, with long-lasting scents and added fabric protection. Other top brands were Gain Blissful Breeze coming in at No. 16, Gain Scent Blast at No. 19 and Tide Heavy Duty 10X taking the No. 22 spot.
While overall sales were down in the beauty department, there was an emergence of new self-care and beauty products sought by consumers who wanted to stay camera-ready for Zoom and FaceTime calls. While there were a similar number of face and skin care launches in 2020 and 2019, Pacesetter sales of these products were stronger in 2020 with 29 beauty Pacesetters representing $378 million and 17% of total nonfood Pacesetters, nearly double the share earned by the group in the previous year. The average launch increased to $13.1 million in 2020 from $10.6 million in 2019. Of course, in a mask-based society, eyecolor cosmetics dominated the beauty segment.
Household cleaning products also had a strong year throughout the pandemic, with two paper towel products landing a spot in the top 10 nonfood Pacesetters. Brawny Tear-A-Square came in at No. 2, while Viva Multi-Surface Cloth took the No. 7 spot.
According to IRI's consumer survey data, pet adoption was up significantly during 2020. Among the top 20 nonfood Pacesetters, three pet products earned a spot, including Greenies at No. 3, Swiffer Pet at No. 12 and Tidy Cats Free & Clean at No. 14.
Here are IRI's Pacesetters in the Non-Food Category
1. Downy Infusion Scents, Procter & Gamble
2. Brawny Tear-A-Square, Koch Industries
3. Greenies, Mars
4. Juul, Juul Labs
5. Native, Procter & Gamble
6. Duracell Optimum, Berkshire Hathaway
7. Viva Mult-Surface Cloth, Kimberly-Clark
8. Olay Retinol24, Procter & Gamble
9. Mucinex Nightshift, Reckitt
10. Primatene Mist, Amphastar Pharmaceuticals
11. Pampers Cruisers 360° Fit, Procter & Gamble
12. Swiffer Pet, Procter & Gamble
13. Sensodyne Pronamel Intensive Enamel Repair, GlaxoSmithKline
14. Tidy Cats Free & Clean, Nestlé
15. Gain Blissful Breeze, Procter & Gamble
16. Neuriva, Reckitt
17. Hempvana, Bulbhead
18. Mr. Clean Clean Freak, Procter & Gamble
19. Gain Scent Blast, Procter & Gamble
20. Persil ProClean Discs, Henkel
21. Bounce WrinkleGuard, Procter & Gamble
22. Tide Heavy Duty 10X, Procter & Gamble
23. Maybelline The Falsies Lash Lift, L'Oréal
24. L'Oréal Infallible Fresh Wear, L'Oréal
25. Nature's Way Sambucus, Schwabe North America
26. Kibbles 'n Bits Meaty Middles, The JM Smucker Company
27. Optimum Nutrition Gold Standard, Glanbia
28. L'Oréal Elvive Dream Lengths, L'Oréal
29. Pantene Pro-V Nutrient Blends, Procter & Gamble
30. Tide Simply Odor Rescue, Procter & Gamble
31. Purex 4-in-1 Pacs, Henkel
32. Burt's Bees Oral Care, Clorox
33. Downy WrinkleGuard, Procter & Gamble
34. Revlon PhotoReady Candid, Revlon
35. The Pioneer Woman Dog Treats, Nestlé
36. Blue Diamond, The Cookware Company
37. Dove 0% Aluminum, Unilever
38. Friskies Lil Soups, Nestlé
39. Clorox Scentiva Mopping Cloths, Clorox
40. Zyn, Swedish Match
41. Maybelline Super Stay Ink Crayon, L'Oréal
42. Contigo Couture, Newell Brands
43. Conair Double Ceramic, Conair
44. Dixie Ultra Deep Dish, Koch Industries
45. Sally Hansen Mega Strength, JAB Holdings
46. Seventh Generation Feminine Care, Unilever
47. LA Colors Color Craze Gel, Beauty 21 Cosmetics
48. Milk-Bone GnawBones, JM Smucker
49. Genteal Tears, Alcon Labs
50. Snuggle Scent Shakes, Henkel
51. Skintimate Disposable Razors, Edgewell
52. Purina Dentalife ActivFresh, Nestlé
53. Lifeaid, Lifeaid
54. L'Oréal Bambi Eye, L'Oréal
55. Schwarzkopf got2b Metallics, Henkel
56. Elf Camo, Elf Cosmetics
57. Milk-Bone Wonder Bones, JM Smuckers
58. Huggies Nourish & Care, Kimberly-Clark
59. Maybelline Brow Ultra Slim, L'Oréal
60. Hartz Delectables Squeeze Up, Hartz
61. Body Fortress Super Advanced Isolate Protein, KKR
62. Nature's Recipe Prime Blends, JM Smuckers
63. Swiffer WetJet with Mr. Clean, Procter & Gamble
64. Parodontax Complete Protection, GlaxoSmithKline
65. Kiss Glam Fantasy, Kiss Products
66. Hair Food, Procter & Gamble
67. Arm & Hammer for Pets, Church & Dwight
68. L'Oréal Infallible Full Wear, L'Oréal
69. CoverGirl TruBlend Undercover, JAB Holding
70. Bare Republic, SC Johnson
71. Tampax/Always Pure Collection, Procter & Gamble
72. Axe Excite, Unilever
73. Not Your Mother's Curl Talk, DeMert & Dougherty
74. Refresh Relieva, AbbVie
75. Vicks Vapopatch, Procter & Gamble
76. Poise Active Collection, Kimberly-Clark
77. Vicks VapoShower, Procter & Gamble
78. Axe Ice Chill, Unilever
79. Kiss Salon Dip, Kiss Products
80. Irish Spring 5-in-1, Colgate Palmolive
81. Revlon ColorStay Brow Creator, Revlon
82. Band-Aid Water Block Tough Strips, Johnson & Johnson
83. Boost Women, Nestlé
84. Soylent, Rosa Foods
85. Revlon Root Erase, Revlon
86. Vicks VapoCool Sore Throat, Procter & Gamble
87. Neutrogena Bright Boost, Johnson & Johnson
88. Dulcolax Liquid, Sanofi
89. Clairol Root Touch-up Color Blending Gel, KKR
90. KISS Salon Acrylic Natural, Kiss Products
91. Maybelline Dream Urban Cover, L'Oréal USA
92. Revlon Super Lustrous The Gloss, Revlon
93. Bic Soleil Click 5, Bic
94. Uno Flip, Mattel
95. Cascade Pure Essentials, Procter & Gamble
96. Acuvue RevitaLens, Johnson & Johnson
97. Revlon So Fierce!, Revlon
98. Studio by Tide, Procter & Gamble
99. Milani Keep It Full, Gryphon Investors
100. Purina Beneful Superfood Blend, Nestlé