When looking at IRI’s top 10 Nonfood New Product Pacesetters for 2020, it’s clear the pandemic influenced purchasing for the year. Unsurprisingly, household cleaning products had a strong year as consumers stepped up or increased their cleaning habits, leading to two paper towel products landing a spot in the top 10 of nonfood pacesetters. Laundry products also had a big showing, with four laundry products making the top 20, and Downy Infusions Scents, at No. 1, generating more than $120 million in sales.
Pet adoption was up significantly in 2020 as well, according to IRI’s consumer survey data, leading to three pet products earning a spot in the top 20, including one in the top 10. After diving into the top 10 Food and Beverage New Product Pacesetters for 2020 earlier this week, now we explore the top 10 Nonfood New Product Pacesetters for 2020.
Downy Infusions Scents
Total year-one dollar sales, multioutlet: $120 million
Downy Infusions Scents from Procter & Gamble tout value-added features such as longer-lasting scent and fabric protection for a luxury-like, premium experience. The lineup comes in Calm (lavender and vanilla bean), Romantic (white tea and peony), Bliss (amber and rose) and Refresh (birch water and botanicals) scents.
Total year-one dollar sales, multioutlet: $93.3 million
Juul electronic smoking products are made for adult smokers looking to move away from traditional cigarettes, maker Juul Labs says on its website. The Juul device is a vaporizer that has no buttons or switches and uses a regulated temperature control. Pods of different flavors and nicotine strengths are used in the device.
Total year-one dollar sales, multioutlet: $76.4 million
Procter & Gamble makes the top 10 again with Native, a line of natural, vegan- and cruelty-free deodorant and personal care products such as body wash and sunscreen. The products are made with clean ingredients and do not contain aluminum, parabens or sulfates.
Total year-one dollar sales, multioutlet: $75.7 million
Berkshire Hathaway says its Duracell Optimum AA and AAA batteries can deliver extra life and extra power in a wide range of devices. The batteries come in a resealable four-, six-, eight- and 12-packs for convenient storage.
Viva Multi-Surface Cloth
Total year-one dollar sales, multioutlet: $73.5 million
From Kimberly-Clark, Viva Multi-Surface Cloth paper towels are designed for heavy-duty cleaning and all types of surfaces, from the kitchen countertop to the bathroom. The paper towels have two absorbent layers.
Total year-one dollar sales, multioutlet: $71.8 million
Olay Retinol24 is Procter & Gamble’s third product to make the top 10. The skin care line includes night face moisturizer, night eye cream and night serum—all of which are formulated with a proprietary blend of vitamin B3 and retinoid complex for 24-hour hydration.
Total year-one dollar sales, multioutlet: $66.2 million
Primatene Mist from Amphastar Pharmaceuticals is an FDA-approved, over-the-counter inhaler designed for temporary relief of mild symptoms of intermittent asthma, including wheezing, tightness of chest and shortness of breath.