Gatorade, allergy pills and Tyson chicken top product brands of 2008

Gatorade and Zyrtec were the most popular 2008 new food brands and non-food brands, respectively, according to Chicago-based Information Resources (IRI).

Springdale-based Tyson Foods Inc. broke into the top 10 most popular food brands with its “Any’Tizers” chicken product. The chicken nugget packages earned the company $59 million in 2008.

IRI Executive Vice President Anne Berlack said the company tracks new brand performance because even in the best of economic times about 75% of new consumer products fail to earn more than $7.5 million in the first full year of availability.

“In the face of mounting financial pressures, away-from-home dining activity saw sharp declines in 2008,” IRI noted in a statement. “However, despite hardships, consumers are not willing to sacrifice nutrition or convenience, and they are still seeking the occasional indulgence. The top ten food and beverage brands of 2008 are reflective of changing consumer dining rituals.”

Berlack also said shoppers are staying with trusted brands. And because consumers eat out less often, they are diversifying their home menus through brand extensions, such as chicken breasts with new flavor offerings, or ice cream with new, indulgent mix-ins.

IRI said in the statement that for the first time in several years, non-food new product introductions outpaced food product introductions by roughly 80 products, or more than 10%.

“This shift is reflective of shoppers’ stepped-up focus on self-reliance. From health care to beauty care, consumers are saving money with ‘do-it-yourself’ strategies,” IRI noted.

The 2008 “New Product Pacesetters” (top 10 new food and beverage brands based on all sales, excluding Wal-Mart) were:
G2 (Gatorade), $159 million
Dunkin’ Donuts Coffee, $112 million
Healthy Choice Café Steamers, $95 million
Progresso Light, $75 million
Hormel Compleats, $71 million
DiGiorno Ultimate, $61 million
Smirnoff Ice Flavors, $61 million
Pepsi Max, $61 million
Tyson Any’Tizers, $59 million
Doritos Collisions, $58 million

The 2008 “New Product Pacesetters” (top 10 new non-food brands based on all sales, excluding Wal-Mart) were:
Zyrtec, $316, million
alli, $160 million
Charmin Ultra Strong, $144 million
Ped Egg, $69 million
Secret Clinical Strength, $51 million
MiraLAX, $49 million
Dawn PLUS, $49 million
CoverGirl LashBlast, $45 million
Maybelline Define, $45 million
Tide Pure Essentials, $44 million