Fraction of shoppers determine new CPG’s success
ST. PETERSBURG, Fla. — Just 1-in-67 shoppers, or 1.5%, determine the success of a new product, according to Catalina Marketing’s "New Product Report."
Analyzing the two-year purchasing behavior of approximately 41 million U.S. consumers at approximately 20,000 stores, the precision consumer marketing firm found that while this fraction of shoppers accounted for 80% of volume during a 12-month window following the introduction of new consumer packaged goods, it also found that when examining 25 of the top product launches of 2010, almost two-thirds of sales (63%) came from existing brand buyers, but almost half of those sales cannibalized existing brand purchases.
Additionally, the "New Product Report" found, top category buyers, who accounted for 80% of sales in the category prior to a new product launch, were 3.8 times more likely to try than the average shopper. For product line extensions, top brand buyers, who accounted for 80% of brand sales prior to a new product launch, were 5.8 times more likely to try than the average shopper, Catalina said.
"This report shows just how few consumers make or break even the most successful new CPG product launches. Of the 25 new products studied in this report, just 1-out-of-67 shoppers made up the vast majority of sales," Catalina EVP brand development Todd Morris said. "With such small shopper concentrations driving the success of product launches, it’s critical for a brand’s advertising and promotions to reach the consumers who are most likely to try and repeat."
For the full report, click here.
Yardley London launches new line of shower gels, moisturizing bars
HARRISON, N.Y. — Yardley London, known for its botanical soap bars, has announced the launch of its new Skin Indulgence bath and shower collection.
"Yardley Skin Indulgence was developed for women who want indulgent boutique-style bath products but not the premium prices," stated Randy Sloan, Lornamead president. "Yardley’s new line will uniquely deliver on that promise while providing additional eco-friendly benefits."
Skin Indulgence bath and shower gels feature a paraben-free, biodegradable formula that is packaged with 50% recycled materials in a built-in pump. New Skin Indulgence bath bars also feature eco-friendly packaging in the form of biodegradable, recyclable cartons, and are created with 98% plant-derived ingredients in a pure vegetable base.
The line is designed in vibrant colors, which stand out on retail shelves and look elegant on bathroom counters. The functionality of the shower gel structures, as well as the clean aesthetic of the design, are contemporary and appealing, the company stated.
This new collection began hitting retail shelves in May.
Kimberly-Clark releases 2011 sustainability report
DALLAS — Kimberly-Clark has highlighted its progress toward achieving its 2015 sustainability goals.
Kimberly-Clark’s 2011 sustainability report, the company’s ninth sustainability report, is structured around the company’s Sustainability 2015 strategy framework of people, planet and products introduced last year. Some of the highlights recorded in this year’s report included:
Sourced 99.9% of its fiber from suppliers certified by sustainable forestry practices;
Generated 13% of 2011 net sales from environmentally innovative products;
Extended the Huggies brand Every Little Bottom campaign in the United States to assist moms who struggle to provide their babies clean disposable diapers; and
Kleenex brand became the first U.S. consumer tissue to offer Forest Stewardship Council-certified tissue products and extended its Kimberly-Clark Professional business’ FSC certification to more than 95% of its tissue and towel lines in North America.
"Sustainability is no longer only in the realm of our operations, it is embedded across our entire value chain in every function, brand and business at K-C," Kimberly-Clark VP global sustainability Suhas Apte said. "Our progress in 2011 reflects the hard work of our employees worldwide in helping to integrate sustainable business practices into everything we do. And while we are proud of our 2011 efforts, we realize this is an area in which our work will never be done."
To access the full report, click here.