Skip to content
Jun 27, 2019 / Richard Hall

Drinks launches set the pace in US

Out of all food and drink new product launches in the US that completed their first full year in 2018, drinks accounted for 8 of the top 10 in convenience stores, according to the latest IRI Pacesetters analysis.

The other 2 entries were confectionery launches, which also topped the supermarket rankings, where only Gatorade Flow on $78.1 million and Mountain Dew Ice on $59.9 million featured in the top 10.

Rising stars launched more recently and contending for the 2019 top 10 include Bubly water, Corona Premier beer, Eight O’Clock K-Cups coffee and Michelob Ultra Pure Gold beer.

As a reflection of increasing market fragmentation, it now takes less than $50 million of sales to reach the top 10, whereas the threshold used to be $70 million. Most of the top 100 now sell less than $20 million in their first full year. More of today’s entries are new brands rather than brand extensions, though larger companies still dominate the tables.

PepsiCo and General Mills each owned 7 of the 2018 top 100.

Email this article
Leave a Comment