Nearly 32,000 New Products and Counting

Jan 03, 2003
George Anderson

By George Anderson

Marketing Intelligence Service’s Productscan Online database says t hat 31,785
new food, beverage, HBC, household and pet products were brought to market during
2002. (See yesterday’s RW, 22,000 New Products
with More to Come

While line extensions accounted for many of these new items, 2002 marked a
year of distinct product innovation. A company press release from Marketing
Intelligence Service concluded, “Of 2002’s new product introductions, 8.8 percent
earned an Innovation Rating, the highest Innovation Rating since 1989 when 13.4
percent of product launches were deemed to be innovative.”

Productscan Online’s Innovation Ratings assess products based on: formulation, positioning, packaging, technology, creating a new market and merchandising.

Top Domestic Product Innovations – 2002

  • Country Harvest Better Half Bread

  • Uncle Ben’s Breakfast Bowls

  • Q-Tips Treat and Go Swabs

  • Baby Start FertilMARQ Infertility Test for Men

  • Benylin DM Medicated Dry Cough Freezer Pops for Children

  • Flushable Toilet Wipes by Scrubbing Bubbles

  • The Neat Sheet Ground Cover

  • Reynolds Wrap Release Non-Stick Aluminum Foil

  • Scento Paint Pourri Scented Paint Additive

  • Comfort Zone Behavior Modification Plug-in with D.A.P.

Source: Productscan® Online

Moderator’s Comment: Are marketers making the most
of new product introductions?

Thanks to Gene Hoffman for bringing this topic up in yesterday’s
new products discussion. [George
Anderson – Moderator

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