Last month, market research firm Nielsen outlined its new platform of 12 criteria for new product success during an “Innovation Revelation” webinar. In addition to outlining the dozen steps, Vicki Gardner, senior vice president of product innovation North America for the New York-based company, noted that traditionally successful product launches often offer benefits previously unavailable in the marketplace.
The Nielsen executive highlighted Red Bull as one product that was unique at the time that it launched. In this month’s Category Focus on energy drinks and shots, SymphonyIRI data show that Red Bull continues to dominate the energy drink category with nearly $2.4 billion sales in supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Walmart, for the 52 weeks ending June 12.