CHICAGO — Consumer packaged goods (CPG) innovation remains robust, according to Circana’s newly released 2024 New Product Pacesetters report, which showcases last year's top food, beverage, and nonfood launches. The report found that new products generated a combined $8.4 billion in year-one sales across multi-outlet retail channels (MULO+), reflecting the sector’s commitment to consumer-driven innovation and evolving lifestyle needs.
Now in its 30th year, the annual Pacesetters report highlights how CPG brands are winning with solutions that offer convenience, enhanced wellness, and elevated experiences. Many successful launches combined trusted branding with functional benefits, novel formats, and cross-category partnerships.
“Innovation remains at the heart of growth and consumer connection,” said Lisa Maas, principal and practice lead, Innovation, at Circana. “The 2024 Pacesetters tap into the emotional and practical needs of modern consumers. Whether it is indulgence paired with protein, enhanced wellness, or iconic brands solving for evolving needs in new spaces, these products resonate because they make life easier, better, and more enjoyable.”
2024 Top 10 Food & Beverage Pacesetters
- Just Bare® Lightly Breaded Chicken
- Dr Pepper® Strawberries & Cream
- C4 Energy®
- Red Bull® Sea Blue Edition
- MrBeast™ Feastables™
- PRIME® Energy
- Legendary Foods®
- Golden Island®
- Real Good Foods® Lightly Breaded Chicken
- CELSIUS® Essentials™
2024 Top 10 Nonfood Pacesetters
- Charmin® Ultra Soft™ Smooth Tear™
- Cascade® Platinum Plus ActionPacs™
- Hero Cosmetics®
- Cirkul®
- Swiffer® PowerMop™
- Lume®
- Gain® + Ultra Oxi™
- PrettyLitter®
- TEMPTATIONS™ Dry Cat Food
- Bloom®
The report underscores key trends driving consumer behavior, including protein-forward innovation, restaurant-to-retail crossover products, and multi-benefit wellness solutions. Notably, beauty and household care items like COVERGIRL Lash Blast Cleantopia and Hero Cosmetics showed how brands can address both functionality and lifestyle aspirations.
“Consumers’ tastes and preferences continue to evolve,” said Joan Driggs, vice president of Content and Thought Leadership at Circana. “This year’s Pacesetters embody the trends shaping markets today, from protein-powered foods to elevated hydration solutions and co-branded new-to-market products. These innovations demonstrate how CPG leaders meet consumers where they are while opening doors to new occasions and usage opportunities.”
Key Innovations Shaping Consumer Behavior
The report identifies significant innovation themes driving change across the industry.
- Protein Power: High-protein offerings from the traditional to the transformative, such as Just Bare Lightly Breaded Chicken and Legendary Foods protein snacks, fulfill increasing wellness demands.
- Restaurant-to-Retail and Trusted Brands in New Spaces: Iconic brands like Sonic Tots and IHOP launched products that recreate restaurant experiences at home.
- Functionality and Flexibility: Solutions like REV Energy & Electrolyte Gum and MiraFIBER Gummies cater to on-the-go consumers seeking enhanced benefits.
- Bare to Bold Beauty: Innovations range from all-in-one and plant-based formulas like COVERGIRL Lash Blast Cleantopia to super-bold products with dramatic color or long-lasting results.
Notably, small and medium-sized manufacturers continue to punch above their weight in innovation. While large manufacturers grew their Pacesetter presence to 32%, challenger brands remained vital in capturing younger, trend-driven consumers.
“The fluctuation around the role of company size in dominating the new product space serves as a reminder that even established brands need to think out of the box, challenge brand norms, and work to engage with different customers,” said Maas. “At the same time, challenger brands continue to bring their A-game with distinct benefits, and we see younger consumers outspend on products from these companies.”
About the Report
The Circana 2024 New Product Pacesetters report is available exclusively from Circana, the leading advisor on the complexity of consumer behavior. Its findings were compiled based on insights from Circana’s New Product Innovation Practice’s powerful suite of analytical and decision-making tools and the 2024 Circana New Product Survey.
Circana Webinar
Circana’s Lisa Maas and Joan Driggs will host a webinar, New Product Pacesetters and the Commitment to Innovation: Strengthening CPG and Consumer Connections, on June 18, at 2 p.m. CT. Register here for this free webinar.
*Source for all insights: Circana’s 2024 New Product Pacesetters Report