New CPG beauty and personal care pacesetting products are meeting the challenges of unprecedented times, according to IRI. US CPG grew 2.6% over IRI measured channels in 2021 as the industry cooled from its mid-pandemic growth of 10.7% in 2020. Venture-backed indie The Honey Pot Company ranked 14 on the non-food list, proving the power of scrappy start-ups to capture market share.
For 27 years, IRI has analyzed the top food and non-food CPG brand launches, providing a view into what's resonating with consumers while surfacing CPG trends to watch. The latest report represents 2021 new product launches—BeautyMatter did an edit of beauty and personal care products that made the cut.
"This year's New Product Pacesetters successfully ran the gauntlet of powering through a pandemic that first caused people to hunker down at home, and then start socializing in public again, only to hunker down again late in the year," said Joan Driggs, Vice President, Content and Thought Leadership, IRI. "COVID-19 generated trends that both helped and hindered growth trajectories. In-home stockups eased from 2020 levels, while concurrently, interest in new products representing beverages, frozen convenience foods, household goods and self-care resulted in healthy growth."
Beauty + Personal Care Pacesetters by Non-Food Ranking
8 - Suave Hand Sanitizer $100MM
12 - Dollar Shave Club $70.6MM
13 - Maybelline's Lash Sensational Sky High $69.7MM
16 - Colgate Optic White Renewal $55MM
14 - The Honey Pot Company $52.1MM
18 - Olay Regenerist Collagen Peptide 24 $47.9MM
20 - Safeguard Hand Soaps & Sanitizers $42.4MM
23 - Sensodyne Sensitivity & Gum $35.1MM
24 - CeraVe Acne Foaming Cream Cleanser $33.4MM
28 - Olay Regenerist Retinol 24 MAX $28.1MM
37 - Head & Shoulders Clinical Collection $22.4MM
38 - L'Oréal Air Volume $22.3MM
41 - Sally Hansen Good. Kind. Pure. $20.8MM
43 - KISS PowerFlex $20.2MM
45 - Head & Shoulders Supreme $17.5MM
48 - Wahl Color Pro Plus $17.2MM
49 - Suave Essentials Hand Soap $16.9MM
50 - Old Spice Ultra Smooth $16.7MM
53 - KISS Jelly Fantasy $16MM
54 - Maybelline Lifter $15.8MM
57 - CoverGirl Clean Fresh $14.9MM
58 - Tom's of Maine Men $14.6MM
59 - Bed Head Wave Artist $14.3MM
60 - Dove Even Tone $14.3MM
61 - Degree Advanced $14MM
62 - U by Kotex Teen $13.9MM
64 - Dove Hand Sanitizer $13.2MM
65 - Olay's Regenerist Ultra Rich $13MM
66 - Cetaphil Deep Hydration $12.6MM
67 - Maybelline Brow Fast Sculpt $12.3MM
68 - KISS Masterpiece $12.2MM
70 - TRESemmé Pro Pure $12MM
72 - Ageless Male Max $11.7MM
74 - artnaturals Skin Care $11.2MM
75 - Schwarzkopf Simply Color $11.1MM
This year's products boast a full year in market amid a global public health crisis during which consumer behavior was anything but predictable. 2021's New Product Pacesetters delivered $6 billion in aggregate year 1 sales across food, beverage, and non-food solutions.
