Dannon Oikos Tops IRI's Pacesetters List

LAS VEGAS — Dannon Oikos Greek yogurt was the top-selling new food or beverage in 2012 with $283.8 million in year-one sales across supermarkets, drug stores, mass marketers (including Walmart), club and dollar channels, and military commissaries, according to IRI’s New Product Pacesetters list, released here Wednesday at the 2013 IRI Summit.

The top 10 new revenue generators reflect a blurring of structured eating occasions and a predilection for mini meals [4], Susan Viamari, editor of IRI’s Times & Trends report, told SN.

“Consumers aren’t just eating traditional breakfast, lunch and dinner with snacks in the middle. Traditional snacks now serve as small meals throughout the day,” she said.

The trend [5] is reflected in the grab-and-go convenience of single-serve coffee pods, frozen pouches and other portable packaging.

“Convenient packaging is absolutely huge,” Viamari said.

Indeed, Starbucks K-Cups was the second most popular food or beverage introduction with $198.9 million in year-one sales. Innovations like Orville Redenbacher's Pop Up Bowl and Daily's Frozen Cocktail Pouches, also made the list.

  1. Dannon Oikos Greek yogurt, $283.8 million
  2. Starbucks K-Cups, $198.9 million 
  3. Bud Light Platinum triple-filtered beer, $162.2 million 
  4. TruMoo flavored milk, $158.3 million 
  5. Breyers Blasts! ice cream, $147.3 million
  6. Mio flavor enhancer, $127.6 million
  7. Sparkling Ice flavored sparkling water, $122.7 million 
  8. Nature Valley Protein Bars, $95.7 million 
  9. Orville Redenbacher's Pop Up Bowl popcorn, $92.1 million 
  10. Daily's Frozen Cocktail Pouches, $89.2 million 

While convenience is key with consumables, proactive wellness and professional results for less, are trends on the nonfood side of the business, noted Viamari.

After its prescription-to-OTC conversion, Allegra allergy medicine was by far the best-selling new nonfood [6] of 2012, with $342.6 million in year-one sales.

Read more: Kraft Foods Wins 2012 Supplier Leadership Award for Product Innovation [7]

Colgate Optic White mouth care line of toothpaste, mouthwash and toothbrushes ($141.1 million) occupies the No. 2 spot, followed by Pet Armour ($126.4 million), a generic [8] flea and tick medication sold at Wal-Mart [9] with the same active ingredient as national-brand Frontline.

Diapers, air fresheners and dog treats are also represented on the nonfood list:

  1. Allegra, $342.6 million
  2. Colgate Optic White, $141.1 million
  3. Pet Armour, $126.4 million
  4. Mucinex Fast-Max cold and flu medicine, $84.6 million
  5. Crest Complete Multi-Benefit toothpaste, $82.9 million
  6. Huggies Little Movers Slip-on diapers, $82.2 million
  7. Milo’s Kitchen homestyle dog treats, $79.3 million 
  8. Febreze Car Vent Clips, $69.5 million 
  9. Olay Body Collections skin care products, $64.5 million
  10. Carefree Acti-Fresh feminine products, $61.1 million

The latest New Product Pacesetters are the first based on sales in channels beyond food, drug and mass (excluding Wal-Mart), to include Walmart, club and dollar channels, and military commissaries.

In 2011 and 2012, nearly 1,900 new CPG brands hit shelves across this new multi-outlet geography, that represents 54% larger distribution coverage. 

“We’re now measuring more than $1 trillion is retail sales each year,” Viamari said.

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