According to a report by Chicago-based market research firm IRI, Procter & Gamble Co. had five of the top 10 non-food product launches in the U.S. in 2016. While the consumer products giant usually has three to five products that make IRI’s annual list, in 2016, it had five products with combined first-year sales of $393.2 million. 
 
“We’re proud that these innovations from Gillette, Tide, Crest, Tampax and Old Spice earned P&G five of the top 10 spots – and seven of the top 25,” said P&G spokesman Jeff LeRoy. “These successful product launches underscore P&G’s commitment to creating innovative, irresistibly superior products that delight consumers and drive category growth.”
 
While the number of products was a high, the average revenue per launch reportedly hit a four-year low.