Circana, LLC released its 2025 New Product Pacesetters research and top 200 list, recognizing the most groundbreaking product launches across the food, beverage, and nonfood consumer packaged goods (CPG) sectors. The 2025 Pacesetters achieved an impressive $6.2 billion in combined year-one multi-outlet sales.
Now in its 31st year, the New Product Pacesetters research reveals critical shifts in how consumers discover and choose new products. This year, winning innovation was defined by experience-led development. Manufacturers successfully navigated a complex consumer landscape by delivering functional, engaging, and connected solutions that balance value, trust and everyday needs.
“The biggest risk in CPG today isn’t a failed launch — it’s failing to launch at all. Innovation isn’t just a strategic priority — it’s the growth engine,” Sally Lyons Wyatt, executive vice president and global advisor for Circana, said in a statement. “The brands breaking through are the ones meeting consumers where they are: balancing health with enjoyment, fusing brand equities through smart collaborations, and showing up in digital spaces where discovery now begins. The playbook has fundamentally changed, and the companies that recognize that are the ones on our Pacesetters list.”
The top launches demonstrate growth across key categories. Beverages remain the leading force in food, with carbonated, sports, and energy drinks generating the largest dollar contribution. Meanwhile, convenience-oriented breakfast items and experience-driven desserts delivered strong returns. Nonfood categories led in total innovation dollars, fueled by household care as a massive growth engine and steady high performance in beauty care.
Artificial intelligence and social commerce have also fundamentally changed product discovery. One in three consumers (34%) now use AI to explore new CPG options, while 25% have made a purchase based on a personalized AI recommendation. Social commerce platforms are collapsing discovery, trial, and demand into a single ecosystem, particularly influencing younger consumers and households with children.
“This year’s Pacesetters class proves that winning innovation is about more than a great product — it’s about creating moments consumers want to experience, share, and come back to,” Lisa Maas, vice president of Innovation at Circana, said in a statement. “From Fruit Riot turning frozen fruit into a cultural candy moment to Red Bull Pink Edition bringing three million new households into the franchise, the most successful launches of 2025 engaged consumers on an emotional and sensory level.”
The Top 10 Food and Beverage New Product Pacesetters for 2025:
1. Kendamil Infant Formula
2. Bloom Sparkling Energy
3. Red Bull The Pink Edition
4. Canada Dry Fruit Splash Cherry Ginger Ale
5. OIKOS PRO DRINKS + OIKOS PRO SHOTS
6. Sprite Chill
7. Sparkling Ice STARBURST
8. Topo Chico Sabores
9. Fruit Riot!
10. King’s Hawaiian Soft Pretzel Bites
The Top 10 Nonfood New Product Pacesetters for 2025:
1. Luvs Platinum Protection
2. Gain Happy and Relax
3. Mr. Clean Antibacterial 2X Concentrated Cleaner
4. Huggies Skin Essentials
5. Downy Comfy Cozy
6. e.l.f. Glow Reviver Lip Oil
7. Secret Whole Body Deodorant
8. Pampers Swaddlers 360°
9. Flowflex Plus COVID-19 and Flu A/B Home Test
10. Mr. Clean Magic Eraser Ultra
The Top 10 C-Store New Product Pacesetters for 2025:
1. VELO Plus
2. C4 Performance Energy x JOLLY RANCHER
3. Zone Nicotine Pouches
4. Vuse Alto Prismatic Series
5. Gatorade Water Unflavored
6. BODYARMOR ZERO Sugar
7. Sprite Chill
8. SKITTLES POP’d
9. Voodoo Ranger Tropic Force
10. MrBeast Feastables Chocolate Candy
Key Innovations Shaping Consumer Behavior
The New Product Pacesetters research examines critical innovation themes driving change across the industry:
– Balanced Healthy Enjoyment: Choices consumers can feel good about that deliver on taste, convenience, and experience.
– Elevated, Reliable, Everyday: Single products offering multiple benefits, quality, and effectiveness in one, driving greater value.
– Collaboration and Crossover Culture: Leveraging brand power to drive novelty, expand reach, and spark excitement.
– Memorable, Immersive Moments: Products that appeal to multiple senses and align with experiential and social media trends.