P&G's Crest 3D White is Tops Among 2010 New Product Pacesetters™

Tuesday, April 12, 2011 3:00 am EDT

In a challenging shopping climate, Procter & Gamble used innovation to launch eight of the 25 most successful new products of 2010, as tallied by independent analytics firm SymphonyIRI.

Crest 3D White earned the top non-food spot on the 2010 New Product Pacesetters™ list, and was joined by Olay Professional Pro-X (#7), Scope Outlast (#8) and Tide Stain Release laundry prewash/additive (#10). Four other P&G brands rounded out the top 25—including Pantene Pro-V Nature Fusion, Secret Scent Expressions, Align, and Febreze Home Collection.

The Pacesetters list is published annually and measures total first-year sales in the Food, Drug and Mass Channels. P&G has 132 Pacesetters over the past sixteen years, 16 more than the combined total of P&G's top six competitors over the same period.

SymphonyIRI also projects "Rising Star" candidates for the 2011 Pacesetters report. P&G has four of ten Rising Stars in the non-food category, including Charmin Sensitive, Pampers Dry Max, Gillette Fusion ProGlide and Tide plus Febreze Freshness Sport.

For more information, see the 2010 New Product Pacesetters press release or view the Innovation Factsheet.