“Overall, 2021 marked the first time in Pacesetter history that such a large percentage of the top 100 pacesetters are drinks“, said IRI in the report, which tracks the top-selling new food and beverage products across measured U.S. retail channels.*
“Split almost evenly at 23% each, alcoholic and non-alcoholic beverages together account for almost half of the new product leaders in 2021.”
Top 10 hot new products in the food and beverage sector:
- Dr Pepper & Cream Soda (Keurig Dr Pepper): $137.3 million
- AHA Sparkling water (Coca-Cola): $128.6 million
- Corona Hard Seltzer (Constellation brands) $113.8 million
- Midday Sun Sips (E&J Gallo): $103.4 million
- Oatly (Oatly): $98.8 million
- Really Iced Tea (The Boston Beer Co): $90.5 million
- Michelob ULTRA Organic seltzer (AB InBev): $87.2 million
- Impossible Burger (Impossible Foods): $86.1 million
- LIFE CUISINE (Nestlé): $72.8 million
- Minute Maid Zero Sugar (Coca-Cola): $70.7 million
As for the broader trends reflected in the report, which you can Download hereIRI said, “Consumers have returned to proactive self-care, convenience and indulgence in 2021, a notable difference from 2020’s emphasis on scratch cooking, staples and cleaning, driven by higher levels of quarantine and lockdown in a pre-vaccination world.
“Zero sugar and low sugar are the top growth claims across all categories.”
While multinational CPG giants such as Coca-Cola, Nestlé, Constellation Brands and AB InBev dominate the top 10, two challenger brands (Oatly and Impossible Foods) ranked 5th and 8th respectively, noted Joan Driggs, Vice President content and thought leadership from IRI. .
“If you look at the full list of 200 Pacesetters, you can see that there are very few big launches and very many smaller launches,” she told FoodNavigator-USA.
Is making the top 10 a good predictor of long-term success?
When asked if getting on the Pacesetters list is a good predictor of long-term success, or just proof that big corporations have the money and influence to accelerate distribution and increase sales very quickly new ranges, Driggs said: “Based on historical analysis, we see that many Pacesetter brands continue to build momentum through year two and beyond by continuing to support and create counter-brand news via new sizes, flavors, and more. .
She added: “While the top 100 new products are reported on a dollar sales basis, the path to achieving sales was not the same.
“A few of the top 10 food, beverage and non-food pioneers did not have media spend behind their respective launches, instead focusing on grassroots influencer strategies to increase awareness, or building on strong consumer demand made possible by pandemic-related requirements. [hand sanitizers, antibacterial wipes].
“In some cases, Pacesetter brands started out as direct-to-consumer offerings and then worked their way into traditional brick-and-mortar distribution once the new product had an initial following.”
She added: “We usually have a few products that stand out and they all have their unique stories – i.e. the right product at the right time (Microban24) or a one-time launch plan (Dr Pepper & Cream Soda). The majority find their success by deciding and targeting a specific audience and working against and supporting a set forecast. »
* To identify its 2021 Pacesetters, IRI tracked “first year” dollar sales across measured channels (MULO and convenience) for brands that completed their first year of sales in 2021. The “the clock starts ticking when a product reaches 30% distribution and lasts 52 weeks“, IRI explained, would therefore cover, for example, the sales of a brand that reached 30% ACV in September 2020 and ended its first full year of sales in September 2021.
The “rising stars” IRI is watching this year include: