Circana’s 2024 New Product Pacesetters Report Highlights Continued CPG Commitment to Innovation and Consumer Connections

Table of Contents:

• 2024's New Product Pacesetters Report

• 2024's New Product Pacesetters Webinar

• Download Your Copy of the Report and Webinar Slides

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.

Report 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®

Circana's 2024's New Product Pacesetters Webinar

Led by speakers Lisa Maas, Principal and Practice Lead and Joan Driggs, VP of Content and Thought Leadership, this webinar takes an in-depth look at how 2024’s New Product Pacesetters are fueling growth in an evolving CPG market. Learn how these new launches are reshaping the landscape, addressing consumer desires for wellness-focused solutions, and leveraging trusted brands to drive engagement and loyalty. From high-protein claims to functional benefits, this webinar explores the trends, challenges, and opportunities that define CPG innovation.

Highlights:

• 25.2% of consumers identify as early adopters, down two percentage points from 2021. While inflation may be a factor, this might be a call to action for marketers.

• With the price gap between food sourced from restaurants and retail widening, consumers look to bring the restaurant experience into the home through co-branded products.

• New Product Pacesetters contributed 28% to overall store sales growth in 2024, showcasing the importance of breakthrough products.

• High-protein claims and products with functional benefits remain top of mind for consumers focused on health and convenience.