2004-2005 was one of the most active years for new CPG product activity in recent history. A record number of both food & beverage and non-food brands was introduced this past year.
The success rate, however, remained roughly the same as we have seen over the past decade. Less than one-quarter of new brands met the New Product Pacesetter hurdle of $7.5 million in year-one sales, approximately 10% earned sales above $20 million, and less 1% reached blockbuster status with sales exceeding $100 million.The brands profiled in this report are the exceptions to the rule.
A review of how they won in the marketplace by delivering against specific, emerging consumer needs provides critical insights that can be leveraged to improve the industry success rate going forward.
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