Top 10 Trendsetting Non-Food Products

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IRI has been releasing its "New Product Pacesetters" for top product launches over the past 15 years. This list is watched closely by the industry, and it should be watched closely by investors. If you're a consumer with no interest in investing, then you still might find the following innovative non-food products interesting. 

Let's see which companies have been the most innovative and driven the most sales for IRI's Top 10 "New Product Pacesetters" list for 2012. And be sure to keep track of this column for 2013 results in the near future.

No. 10: Carefree Acti-Fresh

These body shape liners feel as soft and thin as underwear, with a new core to absorb twice as much as before, and an eight-hour odor control system. Carefree is a brand marketed by McNeil-PPC, which is owned by Johnson & Johnson .

One-Year Sales: $61.1 million

No. 9: Olay Body Collections

Olay is one of Procter & Gamble's  multi-billion dollar brands. And Procter & Gamble has improved its Olay brand with Olay Body Collections, which are three new scents created by Procter & Gamble perfumers, designed for the experiential consumer. Each collection comes with a cleansing body wash, moisturizing body wash, body lotion, and bar with massaging design.

One-Year Sales: $64.5 Million

No. 8: Febreeze Car Vent Clips

  • Vanilla Moonlight

It's just as it sounds. You simply clip the Febreeze air freshener to your car vent and viola, your car smells better. An important point here is that these air fresheners will also neutralize lingering tough odors. Another important point is that Febreeze is owned by none other than Procter & Gamble.

One-Year Sales: $69.5 Million

No. 7: Milo's Kitchen

Milo's Kitchen<sup>®</sup> Beef Sausage Slices With Rice

These are home-style dog treats that come in several different flavors: Beef Sausage Slices with Rice, Beef Jerky Recipe, Chicken Meatballs, and Steak Grillers Recipe. Milo's Kitchen is owned by Del Monte.

One-Year Sales: $79.3 Million

No. 6: Huggies Little Movers Slip-On


Huggies Little Movers Slip-On diapers are designed for easier and quicker changings. The finger tabs on the sides of the diapers make for easier removal, and the stretch sides allow for more flexibility. Huggies Little Movers Slip-On are owned by Kimberly-Clark .

One-Year Sales: $82.2 million

No. 5: Crest Complete Multi-Benefit

Crest Complete Multi-Benefit Extra Whitening with Tartar Protection  - Clean Mint Toothpaste

Crest Complete Multi-Benefit fights cavities and visible tarter buildup while also whitening teeth. Guess what company owns Crest? Procter & Gamble.

One-Year Sales: $82.9 Million

No. 4: Mucinex Fast-Max

Max Strength Mucinex Fast Max Cold, Flu & Sore Throat Liquid_PDP

Mucinex Fast-Max offers multi-symptom relief in one dose, fighting against headache, fever, sore throat, cough, congestion, and mucus. Mucinex is owned by Reckitt Benckiser, an Anglo-Dutch company.

One-Year Sales: $84.6 Million

No. 3: PetArmor

PetArmorPro Advanced

PetArmor is a safe and effective way to fight fleas and ticks at a more affordable price than competing brands. PetArmor is owned by FidoPharm.

One-Year Sales: $126.4 Million

No. 2: Colgate Optic White

Optic White<sup>®</sup> Dual Action

Colgate Optic White whitens your teeth in less than a week, while also fighting cavities. It's available in a sparkling mint flavor to help keep your breath smelling fresh as well. Colgate Optic White is owned by Colgate-Palmolive .

One-Year Sales: $141.1 Million

No. 1: Allegra

In 2011, the FDA approved Allegra to be available over the counter. Offering 24-hour relief from inside and outside allergies, the demand has been high, which is demonstrated by the one-year sales number below. Allegra is owned by Sanofi .

One-Year Sales: $342.6 Million

The takeaway
Investing in companies that are in-line with industry trends and consumer demands is a great way to achieve outperformance. Therefore, it might be wise to investigate Procter & Gamble, Kimberly-Clark, Sanofi, Colgate-Palmolive, and Johnson & Johnson. If you would like an idea on how these companies have performed over the past year (stock appreciation plus dividend payments), consider the following chart:

JNJ Total Return Price Chart

Johnson & Johnson total return price data by YCharts.

That's a tight group, and it would be difficult to go wrong with any of them. But it should be noted that Procter & Gamble has been the most innovative of the bunch and has the most billion-dollar brands. 

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The article Top 10 Trendsetting Non-Food Products originally appeared on

Dan Moskowitz has no position in any stocks mentioned. The Motley Fool recommends Johnson & Johnson, Kimberly-Clark, and Procter & Gamble. The Motley Fool owns shares of Johnson & Johnson. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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