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For more than 30 years, Circana has analyzed the top 100 food and beverage and top 100 nonfood product launches to uncover the strategies and trends shaping CPG innovation. This year’s New Product Pacesetters report explores the products that defined the CPG landscape in 2025, and the new rules brands must follow to win in a faster, more complex market.
In 2025, New Product Pacesetters delivered strong first-year results, with median year 1 sales of $19 million and a combined $6.2 billion in total sales. These launches contributed 21% dollar growth to total store sales, underscoring the critical role innovation plays in driving category growth and meeting changing consumer expectations.
New Product Pacesetter Theme Highlights
Balanced, Healthy Enjoyment
Balanced healthy choices consumers can feel good about while delivering on taste, convenience and experience
Elevated, Reliable, Everyday
Single products doing more (quality, effectiveness, multiple benefits) in one, driving greater value & efficiency
Collab & Crossover Culture
Leveraging brand power to drive novelty, expand reach, and spark excitement
Memorable, Immersive Moments
Driving excitement and appealing to multiple senses (e.g., emotional, social, sensory); social-media worthy & experiential
2025 Top 10 New Product Pacesetters
Top 10 Food & Beverage
Kendamil Infant Formula
Bloom Sparkling Energy
Red Bull® The Pink Edition
Canada Dry Fruit Splash Cherry Ginger Ale
Oikos Pro® Drinks & Oikos Pro® Shots
Sprite Chill
Sparkling Ice® STARBURST®
Topo Chico Sabores
Fruit Riot! ®
King’s Hawaiian Soft Pretzel Bites™
Top 10 Nonfood
Luvs® Platinum Protection™
Gain Happy and Relax
Mr. Clean Antibacterial 2X Concentrate Cleaner
sHuggies Skin Essentials
Downy Comfy Cozy
e.l.f. Glow Reviver Lip Oil
Secret Whole Body Deodorant
Pampers® Swaddlers 360°™
Flowflex® Plus COVID-19 and Flu A/B
Mr. Clean Magic Eraser Ultra
Circana’s 2025 New Product Pacesetters Webinar
Led by Circana experts Lisa Maas and Sally Lyons Wyatt, with support from Claudia Burgos, Velenta Ponnana, Cara Loeys, Wendy Solomon, Lauren Hazenfield, and Jordan Rodriguez, this webinar takes a closer look at how 2025’s New Product Pacesetters are succeeding in a reshaped innovation environment. Learn how leading launches are using brand power, health-forward benefits, convenience, and sensory appeal to connect with today’s consumer and fuel growth.
Highlights
New Product Pacesetters contributed 21% dollar growth to total store sales in 2025.
Median first-year sales reached $19 million, showing the continued value of breakthrough innovation.
Consumers are prioritizing taste or effectiveness, price value, health, and convenience in new product choices.
High-protein claims remain the most sought-after attribute in new F&B products.
Successful launches are delivering “healthy enough” choices that balance indulgence with wellness.
At-home experiences continue to matter, with products bringing elevated, chef-inspired, and premium experiences into the home.
Nonfood innovation is winning by pairing trusted brand power (often backed with clinically tested claims) with everyday performance, helping products stand out in personal care and household essentials.
Sensory appeal is also shaping nonfood success, with shoppers responding to products that make daily routines feel more enjoyable, comforting, and effective.
