- Circana
- Jun 4
- 2 min read
By Sally Lyons Wyatt, Global EVP & Chief Advisor Consumer Goods & Foodservice Insights, and Lisa Maas, Principal and Lead, Innovation Practice, Circana Global Solutions
Even in the world of “new”, some things stand out for their unique appeal. That’s evident in Circana’s 2025 New Product Pacesetters report exploring how innovation is evolving and sparking the development of items that not only meet consumers’ tastes and needs but carve out novel niches.
Building on more than 30 years of analyzing the top 100 food rollouts and top 100 nonfood product launches, our team of analysts found that innovation over the past year spanned several categories and helped reshape physical store shelves and digital screens. In 2025, the 200 New Product Pacesetters contributed 21% of dollar growth to total store sales. Median first-year sales of these products reached $19 million, underscoring the importance of innovation that taps into an unmet or unrealized interest.
While distinctive on their own, the products and brands that broke through in 2025 share some commonalities. Circana’s report outlines four themes stemming from this year’s class:
Balanced, Healthy Enjoyment
Consumers have long walked a line between indulgence and wellness, but that line is increasingly blurred with products that deliver taste and experience while also supporting healthy choices. The notion of “healthy enough” resonates with shoppers who justify splurges by opting for indulgent classics with a healthier profile, such as dessert-inspired yogurt with natural ingredients, zero-sugar sparkling energy drinks, or high-protein oatmeal.
Elevated, Reliable, Everyday
Consumers are looking to get more out of what they eat, drink, and use for themselves, their families and their homes. Our data shows that a quarter (25.3%) of consumers place importance on added benefits in new food and beverage products. Mirroring this mindset, foods and beverages inspired by or created in tandem with restaurants were a hit. In nonfood, one case in point is a toothpaste that contains breath-freshening ingredients from a well-known brand and baking soda from another trusted brand.
Collab and Crossover Culture
Co-branding isn’t new in product launches, but different kinds of partnerships are leading to innovations that pique shopper interest. These crossovers are paying off: co-licensing now comprises 10% of food and beverage sales among New Product Pacesetters, up three points from 2024. In nonfood, 9% of this class of New Product Pacesetters are likewise co-licensed. On a broad level, licensing is now a $365 billion global business.
Memorable, Immersive Moments
This year’s New Product Pacesetters list includes a plethora of products with sensory and emotional attributes that drove excitement and spurred sales in food and nonfood alike. Some items featured engaging interactive elements, while others offered mood enhancement of some kind. In beverages, for example, there is an intriguing balance between drinks that provide energy and encourage relaxation. In home care and beauty/personal care categories, scent plays a key role in attracting shoppers to new products.
Learn more about the latest New Product Pacesetters and the state of innovation across food and nonfood industries.
