Sunday, February 11, 2001

What's the Buzz?

P&G takes four of top 10 new-product spots

        Procter & Gamble dominated the list of the best-selling new packaged-goods products in the last 18 months with four of its brands in the top 10 - more than any other consumer-goods company.

        The rankings, in a recent survey by Chicago-based Information Resources Inc., which tracks sales and marketing figures in most packaged-goods categories, demonstrate that P&G is having some success in addressing a pressing need of consumers — quick and easy cleaning products.

        P&G's Swiffer electrostatic floor cleaner posted sales of $193.8 million last year, ranking it No. 2.

        The Dryel home dry-cleaning kit, also from P&G, racked up sales of $97.9 million in 2000 and claimed the No. 7 spot.

        Two other P&G products — Iams premium dog and cat foods and Pampers Rash Guard diapers — also made the list. Iams, acquired last year, is considered new because it was introduced to mass-market retailers last summer.

        Iams, which P&G acquired in June, ranked No. 4 with $138.6 million in sales.

        Pampers Rash Guard was ranked ninth with $97.2 million in sales.

        Ed Kuehnle, group president of IRI North America, acknowledged the challenge in making the Top 10 list.

        “Only 3 percent of the 1,000 or so new products introduced annually clear the $50 million sales hurdle in their first year,” Mr. Kuehnle said. “These products clearly hit the right buttons with consumers as evidenced by our data.”

        Leading the list of the most successful new products was the low-calorie soft drink Pepsi One from PepsiCo Inc. In its first 52 weeks on the market, Pepsi One's sales topped $225 million, more than any other new brand or line extension introduced between late 1998 and July 2000, IRI said.

Randy Tucker

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