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2005 was an extraordinarily challenging year, according to IRI. Beverages, including sports drinks, bottled waters, coffee and wine, were the stars. That category posted a 5.1 increase in sales, compared to only 1.6 percent in total CPG dollar sales. So it isn’t surprising that five of next year’s Pacesetters (to date) are in the beverage category.
2005 Category Growth Heroes
|Growth in sales, 2005 vs. 2004||Percent change|
|1. Bottled water (still)||$591||25%|
|2. Sports drinks||253||21|
|3. Energy drinks||174||67|
|4. Refrigerated side dishes & pkgd. fruit/vegs||159||37|
|5. Single-serve tea/coffee||154||20|
|6. Frozen multi-serve dinners||109||13|
|Source: IRI InfoScan Reviews; food, drug & mass channels (excluding Wal-Mart
In 2005, certain categories were growth heroes. They include beverages, refrigerated side dishes and packaged fruits and vegetables and frozen dinners.
Trendwatching with IRI
IRI has identified eight important trends and how they continue to morph in new product development:
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