Circana’s New Product Pacesetters: Homecare, Beauty & Personal Care Products

Circana, formerly IRI and The NPD Group, has released its latest New Product Pacesetters, the 28th annual report revealing the top new product launches across food and beverage and nonfood sectors.

According to Circana, the report illustrates the enduring power of CPG innovation, revealing that consumer spending on new product offerings remained elevated last year despite challenges surrounding high inflation, supply chain adjustments and ingredient costs. The 2022 New Product Pacesetters achieved a staggering $6.8 billion in combined year-one sales compared to $6 billion in 2021 Pacesetter sales.

The Top 10 Nonfood New Product Pacesetters for 2022 are: BinaxNOW, Flowflex, Downy Light, Quip, Dawn Ultra EZ-Squeeze, Mielle, Blue Tastefuls, Crest Whitening Emulsions, Febreze Unstopables Touch and Huggies Special Delivery.

“Consumers have a big appetite for new products, and the 2022 Pacesetters represent companies and brands that satisfy genuine needs and desires with focused, strategic approaches,” said Joan Driggs, vice president, content and thought leadership, Circana. “Manufacturers and retailers that prioritize innovation are more likely to drive sales and foster loyalty.”

Elevated At-Home Experiences

New product innovation that provides uplifting at-home experiences helped to alleviate the strain of inflation for consumers. For example, in nonfood products, scent plays a crucial role in driving sales for many 2022 Pacesetters, including No. 3 Downy Light laundry beads, No. 9 Febreze Unstopables Touch touch-activated fabric refresher, and No. 22 Dove Nourishing Secrets hair and body care products.

Free Circana Webinar on June 14

Circana will be hosting a New Product Pacesetters webinar on June 14 at 1 p.m. CT. To register for this free webinar, please visit here. 

Sustainability Matters, Empowering Self-Care

Circana’s consumer research shows that brand values, responsible production and product packaging are becoming increasingly important. Consumers are concerned about the impact brands and products have on the environment and the world around them.

According to research conducted by Circana and NYU’s Stern Center for Sustainable Business, sustainability-marketed products continue to increase their share among 36 tracked CPG categories, representing more than 17% in 2022, but driving an outsize 30% of growth. Sustainability also plays a significant role in nonfood Pacesetters, with recyclable products like No. 65 Glade PlugIns Plus air freshener and No. 73 Ball Aluminum Cups making the cut.

Consumer focus on self-care as part of a healthy lifestyle continues to gain traction as individuals aim to address wellness goals around sleep, mental clarity, stress management and more. Many CPG manufacturers and retailers are capitalizing on this opportunity and introducing innovative products that enable consumers to conveniently address their self-care goals at home, said Circana. New health care products accounted for $1.8 billion in sales last year, comprising 55% of nonfood Pacesetter sales. This represents significant growth compared to the 21% achieved in 2021, highlighting the increased demand for home health care solutions driven by the pandemic.

Several products offering innovative self-care solutions were 2022 Pacesetters, such as No. 31, AleveX, a topical pain relief product in rub-on and massaging roller-ball forms. In addition, Circana also noted Mielle, (No. 6), noting that this brand points to the importance of the ethnic hair and body care products market in an ever-evolving industry, recognizing consumer demand for different ingredients to allow all skin, hair,and bodies to thrive, said the company.

Innovation

Nearly a third of shoppers surveyed by Circana state the importance of purchasing products from trustworthy brands and manufacturers. No. 41 in nonfood Pacesetters, Vicks Super C, is a trusted health care brand extending its reach beyond cough and cold treatments to preventive health, according to Circana.

In 2022, more dollar sales came from medium-size companies, a first in recent years, found Circana. While medium-size companies delivered 28% of Pacesetter products, they represented a notable 35% of Pacesetter dollars, up nearly 15 percentage points from 2021. Small companies also saw an increase in dollar contribution year over year, delivering 21% of Pacesetter dollars in 2022 compared to 15% in 2021. The growth of small- and medium-size companies was driven by a focus on new brands and social media support, which amplified awareness of new products.

“Big companies’ dollar share dipped from 50% in 2021 to 35% in 2022,” said Lisa Maas, principal and practice lead, Innovation, Circana. “This reflects the emphasis that larger manufacturers placed on brand extensions in an effort to build on the trust consumers have with well-known brands. In this year’s Pacesetters, brand extensions represent 54% of total food and beverage Pacesetters, while new brands represent 46%.”