Circana’s Europe’s Innovation Pacesetters 2025 report shows how smaller CPG manufacturers are innovating at scale to create ‘Superstar’ products and are highly effective at driving NPD revenue. 

A comprehensive analysis of 75,000+ new product launches and renovations in 2024 across Circana’s six largest European markets, the report provides rankings for the Top Most Innovative CPG Categories in edibles and non-edibles, the Top Most Innovative Manufacturers, and the Top 20 Superstar Brands.

Drawing on Circana research into consumer purchasing behaviour, it reveals that consumers love new products that excite, inspire and support their lifestyle goals. Shoppers are prepared to pay more for new products that offer a point of difference. But they must live up to expectations, or they will ‘silently quit’.

From ‘small but mighty’ brands winning the innovation race to heritage brands reinventing themselves, be part of the conversation to see how your brand can align with these trends.