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New Product Pacesetters and the Commitment to Innovation: Strengthening CPGs and Consumer Connections 

Joan Driggs

Vice President of Content and Thought Leadership

From the homebound period of the pandemic and the economic uncertainty of 2024, consumers demonstrated their desire for and willingness to pay for new products that delivered on key needs as well as indulgences.

  • Writer: Joan Driggs
    Joan Driggs
  • 10 hours ago
  • 2 min read

For 30 years, Circana has been analyzing the top 100 food and beverage and top 100 nonfood product launches to understand strategies and trends driving innovation. This year’s annual New Product Pacesetters report offers a comprehensive look at the products that shaped the CPG landscape in 2024 and the evolving preferences of today’s consumers.


In 2024, the New Product Pacesetters achieved a remarkable $8.4 billion in sales during their first year, contributing an impressive 28% of overall store growth across food, beverage, and nonfood categories. These results showcase how innovation continues to meet and exceed consumer expectations.


Highlights:


  • Innovation fuels growth. Creative solutions tailored to consumer needs led to breakthroughs across categories, driving significant momentum for the industry.

  • Wellness and functionality take the lead. High-protein claims and functional products resonated with consumers, reflecting a growing focus on health, wellness, and convenience.

  • Strong performance in key categories. Core categories such as meal solutions, beverages, and personal care stood out, showing robust growth and meeting diverse consumer preferences.

  • Elevated at-home experiences. Products offering a blend of quality and convenience brought home an elevated dining or lifestyle experience, meeting the demand for restaurant-quality and premium solutions.

  • Simplified, natural choices. Consumers prioritized products with natural ingredients, simple formulations, and clean, free-from claims, particularly in personal and household care.


2024 Top 10 New Product Pacesetters


Top 10 Food & Beverage


  1. Just Bare® Lightly Breaded Chicken

  2. Dr Pepper® Strawberries & Cream

  3. C4 Energy®

  4. Red Bull® Sea Blue Edition

  5. MrBeast™ Feastables™

  6. PRIME® Energy

  7. Legendary Foods®

  8. Golden Island®

  9. Real Good Foods® Lightly Breaded Chicken

  10. CELSIUS® Essentials™


Top 10 Nonfood


  1. Charmin® Ultra Soft™ Smooth Tear™

  2. Cascade® Platinum Plus ActionPacs™

  3. Hero Cosmetics®

  4. Cirkul®

  5. Swiffer® PowerMop™

  6. Lume®

  7. Gain® + Ultra Oxi™

  8. PrettyLitter®

  9. TEMPTATIONS™ Dry Cat Food

  10.  Bloom®




About the author

Joan Driggs is vice president, content and thought leadership for Circana’s CPG/Foodservice team. Her thought leadership serves as a foundation from which Circana teams develop innovative, holistic solutions for clients. This work is frequently showcased during top-to-top client meetings, industry conferences, and webinars. Leading media outlets often cite Driggs’ CPG expertise, and it is integrated into wide-ranging academic and custom studies. Her motto: Make the shopper the hero.

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