2025 New Product Pacesetters: Redefining Innovation and Consumer Impact in CPG

Table of Contents:

• Top 200 2025 New Product Pacesetters List

• 2025's New Product Pacesetters Webinar Presentation

• Download 2025's New Product Pacesetters Webinar, Your Copy of the Webinar Presentation and Top 200 New Product Pacesetters List

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

1. Kendamil Infant Formula

2. Bloom Sparkling Energy

3. Red Bull® The Pink Edition

4. Canada Dry Fruit Splash Cherry Ginger Ale

5. Oikos Pro® Drinks & Oikos Pro® Shots

6. Sprite Chill

7. Sparkling Ice® STARBURST®

8. Topo Chico Sabores

9. Fruit Riot! ®

10. King’s Hawaiian Soft Pretzel Bites™

Top 10 Nonfood

1. Luvs® Platinum Protection™

2. Gain Happy and Relax

3. Mr. Clean Antibacterial 2X Concentrate Cleaners

4. Huggies Skin Essentials

5. Downy Comfy Cozy

6. e.l.f. Glow Reviver Lip Oil

7. Secret Whole Body Deodorant

8. Pampers® Swaddlers 360°™

9. Flowflex® Plus COVID-19 and Flu A/B

10. 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.