HRG identifies the one-in-10 new product launches that will succeed across independents

WAUKESHA, Wis. – Hamacher Resource Group New Item Review team, in its ongoing evaluation of products suitable for the independent pharmacy channel, evaluated a total of 2,404 new health, beauty, and wellness items last year. 

 

Using the company’s star rating system, the team awarded one to three stars to 237 of those products believed to have the highest potential for success in independent pharmacies. The 2,404 items were made up of 382 brands and the 237 that received stars represented 112 brands.

 

“The hair care and skin care categories continue to generate the largest number of new item introductions combining for 34% of the items reviewed," stated Colleen Volheim, category research and analysis manager, HRG. "Personal care categories incur frequent change as consumers quickly tire of ‘dated’ scents and are eager to try new forms and fragrances. Mass retailers look to capture these rapid changes in personal care trends, and are well structured to quickly address line discontinuations and new launches,” she said.   

 

“Brands are looking to build cross-category branding by introducing products in multiple personal care categories. Axe, Dove, Old Spice, and White Rain are all good examples of this,” Volheim added. 

 

HRG analysts take a completely objective approach to reviewing new items. Whether a product receives a star or not is based on analysis of the product against five criteria: product innovation, promotional support, category growth, product orientation and earning potential. 

 

For an item to receive at least one HRG star, products must be well-rounded and achieve high scores in most areas of analysis.