P&G, Dr. Squatch and Kristin Ess Make Circana’s 2023 New Product Pacesetters List

Circana, a leading advisor on the complexity of consumer behavior, released its 2024 New Product Pacesetters, the 29th annual report highlighting 2023’s top-selling new product launches across food and beverage and nonfood consumer packaged goods sectors.

The report details the continued impact of innovation within CPG, revealing that consumers seek exploration and new experiences as they adjust to active post-pandemic lifestyles. Leading products reflect shifts in Americans’ daily routines, offering increased versatility and venturing into new categories.

The 2023 New Product Pacesetters garnered $6.1 billion in combined year-one sales across food, beverage and nonfood products, slightly less than the $7 billion achieved by 2022 Pacesetter sales.

“Consumer behavior has changed dramatically in recent years, from the pandemic and then the resumption of active lifestyles and hybrid work,” said Lisa Maas, principal and practice lead, innovation, Circana. “The latest Pacesetters align with consumers’ desires for new experiences and product formats, new levels of convenience, trusted solutions for baby and pet and products that deliver superior performance. Brands that lead with relevant innovation stand to not only boost sales, but also cultivate lasting customer loyalty.”

P&G

For the fourth year in a row, P&G brands made Circana‘s nonfood New Product Pacesetters Top 10 list of the year’s most successful new product launches.

This year, the household and personal care products in P&G’s portfolio that made the list are:

Gain+Odor Defense ranked No. 1. It lifts away dirt and locks in a pleasant scent to keep laundry smelling excellent, even after six weeks;

Tide Ultra OXI with Odor Eliminators came in at No. 1. It is designed to make removing odors and stains easier without pre-treating or scrubbing;

Downy Rinse & Refresh came in at No. 10. It helps remove stubborn odors and residues deep within fabrics, without dyes or heavy perfumes.

Kristin Ess

Hair care brand Kristin Ess, which develops a collection of cleansers, conditioners, dry and wet stylers, glosses, styling tools, styling accessories and hair accessories, ranked No. 4.

Dr. Squatch

Organic men’s grooming brand Dr. Squatch came in at No. 5.

Other Brands on the List

The full list of top non-food Pacesetters includes: Raw Sugar (No. 3), Flamingo (No. 6), Duke Cannon (No. 7), Bark (No. 8) and Billie (No. 9).