Beverages and Snacks Dominate Most Successful C-store New Products

CHICAGO — Beverages and snacks dominated the top 10 most successful new products in the convenience store channel, according to the 2017 New Product Pacesetters report, the consumer packaged goods (CPG) industry-recognized benchmark analysis of first-year new product sales success from IRI.

In the C-store arena, median year-one sales across the top 10 IRI New Product Pacesetters were $31.7 million, demonstrating the power behind consumers' ongoing quests for indulgent, on-the-go experiences, the data and analytics firm stated.

Most of the top 10 products in this channel in 2017 were beverages; however, categories have begun to blend and blur. For example, energy drink brand Monster Beverage Corp. launched Monster Mutant Super Soda, a carbonated soft drink.

Conversely, carbonated beverage Mountain Dew Black Label developed packaging that looks very similar to energy drink cans.

All of the top 10 convenience channel Pacesetters are pure indulgence products (except for bottled water), which reflects consumers' ongoing desire for healthier-for-you indulgences, according to IRI.

"Innovating to meet core needs and wants is crucial to ensuring new product success, but the challenge doesn't end there. For a new product to be truly successful, it is up to marketers to ensure that the product — and messaging — are...

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