Nielsen Honors 14 CPG Products for Breakthrough Innovation

CSNews

PHOENIX — Nielsen named 14 consumer packaged goods as Breakthrough Innovation Award winners for 2013. The winners were honored today during Nielsen’s Consumer 360 event in Phoenix.

Emerging victorious this year are Allegra Allergy, Colgate Optic White, Dannon Oikos Greek Yogurt, Downy UNSTOPABLES In Wash Scent Booster, Fiber One 90 Calorie Brownies, Magnum Ice Cream, Milo’s Kitchen Home-Style Dog Treats, MiO Liquid Water Enhancer, Monster Rehab, Velveeta Cheesy Skillets, Reese’s Minis, Skinny Cow Candy, Sparkling ICE and Special K Cracker Chips.

The research firm conducted an extended analysis of more than 3,400 new consumer product introductions in the United States in 2011 to determine which products demonstrated “breakthrough” results. Nielsen looked specifically for three requirements:

Distinctiveness – Does it deliver a new value proposition to the market?

Relevance – Did this product generate year-one U.S. sales of $50 million or greater in Nielsen-measured channels (food, drug, convenience, dollar, club and mass merchandise)?

Endurance – Will this product achieve at least 90 percent of year-one sales in year two? This measure confirms a sustained level of consumer demand while allowing for some revenue consolidation during the transition from trial to repeat.

“What’s fascinating about this year’s Breakthrough Innovation Award winners is their diversity,” said Rob Wengel, senior vice president, Innovation, Nielsen. “No matter the industry or category, breakthrough innovation is possible where there is a vision for innovation, pervasive leadership to drive support, and alignment throughout the organization to make it happen.”

This marks the second year Nielsen presented the Breakthrough Innovation Awards. “Breakthrough Innovation companies achieve uncommon results because of their ability to pursue, shape, develop and activate insights that deliver what consumers demand,” said Taddy Hall, senior vice president, Nielsen. “These winners challenged convention and triumphed by expanding or transforming categories. It is through their unencumbered, demand-driven development that Breakthrough Winners create visible separation from the pack.”