Progressive Grocer Product

Summer 2015

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cover feature 1 0 Progressive Grocer Products Showcase / Summer 2015 Garnier 's Fructis Damage Eraser, for example, builds stronger, healthier hair, reconstructing 90 percent of strength from root to tip and protecting against future damage. NPP healthcare products, such as Benadryl Allergy, made it easier to treat simple ailments and conditions without visits to the doctor 's offce. Consumers also looked for new ways to experiment with indulgence, sensory and excitement, which are key beneft drivers for CPG products in this area. Sensory stimulation is important to consumers, shown by the average $46 million in year-one sale earned by 2014's air freshener and candle Pacesetters. For example, Procter & Gamble released two new Febreze products, Sleep Serenity and Noticeable Notables. The larger of the two, Febreze Sleep Serenity captured $58 million in its frst year, supporting rest and sleep with a collection of relaxing linen sprays and air mists. Men's personal care and sensory stimulations were answered with Old Spice Wild Collection and Old Spice Re-Fresh, which both captured sizable year-one sales. Each line gave men the chance to stand out with unique scent options. Men also can take better care of their faces with Dove Men+Care facial line, a full range of face care specifcally for men's skin. In Demand New products are vital to the growth of the CPG industry for a number of reasons. They drive sales, they protect and grow share in existing and, sometimes, new categories. Equally important, new products keep things exciting. "They give consumers something to think about and something to talk about," Viamari says. "As a result, new products give brands an opportunity to break through the clutter on store shelves and in advertising/promotion." In turn, consumers desire new products, with nearly one in fve shoppers considering themselves new product "enthusiasts," according to the IRI 2015 New Product Survey. Surveyed enthusiast answered either, "I am an early adopter of new products, I like to have the latest and greatest" or "I am always looking for new products to try for at least three of the following categories: food, beverage, health care, beauty/personal care, home care." For pet care, respondents answered, "I am always looking for new pet care products to try." Consumers' enthusiasm for new products differs across CPG categories. In some sectors, such as food, enthusiasm is higher. About one-third (32 percent) of consumers consider themselves new food product enthusiasts. Prevalence of new Product enthuSiaStS - by Segment Food Beauty/Personal Care Pet Care Home Care Beverage Health Care Source: IRI 2015 New Product Survey 32% 17% 14% 20% 17% 13% Primary driverS of new Product PurchaSe - by Segment, among enthuSiaStS Home Care: Get Housework Done in Less Time Pet Care: Improve My Pet's Health Beverage: Options That Are Truly New and Different Food: Indulge Without Paying Restaurant Prices Beauty: Longer-Lasting Results Health Care: Faster Relief Versus Existing Products 71% 61% 57% 61% 59% 53% Source: IRI 2015 New Product Survey

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