2024年新产品标志报告

NEWPRODUCTPACESETTERS Circana|NewProductPacesetters|Page1 2024 NewProductPacesetters InnovationMeetsConsumersinNewMoments InnovationMeetsConsumersinNewMoments Circana’s2024NewProductPacesettersreportshowcases2023’stop-sellingnewconsumerpackagedgoodsproducts,providinginsightintochangingconsumerbehaviors. The“newnormal”emergedasatermduringthedepthsofthepandemicasspeculationthatourbehaviorswouldbereshapedbyworldeventsevenaswesettleintoanewrhythm.Inshort,COVID-19changedeverything. Firmlyestablishedaspartofournewnormalishybridwork,withroughly41%ofU.S.workingadultsworkingfromhomesomeofthetimeandcommutingtoworksomedays,accordingtoPewResearch.Tackon anadditional35%ofadultworkerswhoworkfromhomeallthetimeandthatleavesfewerthan25%ofworkerswhoarefullyintheworkplace.Thischangealonehashadadramaticimpactonhowweliveourlives,fromhowwepracticeself-caretothemealsweprepareandtheappliancesandgadgetswehaveinourhometohelpusthroughtheday.Thepercentageofone-dishdinnermealsjumpedfrom8%in2017to16%in2023,accordingtoCircana’sEatingPatternsinAmerica.Thisissupportedwithanincreaseinslow cookerandcasseroledishsales,likelybecauseoftheirassociationwitheasymealpreparation,costsavingsandhelpfromviralvideos,accordingtoCircana’s RetailTrackingServicedataforhousewaresfor2023.Manufacturersrespondedwithseveralinnovationstomeettheneedsoftime-pressedconsumers. Inthis,our29thNewProductPacesettersreport,wehighlightthetopsellingproductsthatendedtheirfirstfullyearwithmulti-outletdistributionfixedathigherthan30%in2023.Wesharethetop100best-sellingfoodandbeverageproductsandthetop100best-sellingnonfoodproducts. Manyoftheproductsfeaturedinthisreportweredevelopedin2022,ormaybeeven2021.Whilestillinthethroesofthepandemic,consumersstartedto regaintheirout-of-homemobility,resumingfamilyandsocialroutinesthatrangedfromsportstoschool. NewProductPacesettersreflectmanyofthechangesthatAmericanshaveexperienced,withproductsthatseektokeepbreakfast—oratleastbreakfastfoods —athome.Weseeproductsthatareextendingtheoccasionswhentheycanbeused,ormovingoutoftheircorecategories,oftenwithco-brandedsupport.Therewasababybumpin2021,andseveralnew productsarefocusedoninfantandearlylifestages.Energydrinksandsportsdrinkshavebeen GLOBALSNAPSHOT Thedesirefornewproductsolutionstomeetevolvingneedsisever-presentacrosstheglobe.38%ofEuropeans*aged25-35havetriedanewproductbecauseitismoreinnovativeandbetterthanotherproducts. *UK,France,Spain,Germany,Italy,TheNetherlandsSource:CircanaVolumeVortexShopperSurvey,February2024.Topreasonsforbuyinganewproductinthelastthreemonths. ahighlightofNewProductPacesettersforyears,andthisyearisnoexception.Whatisnew,however,arethedifferentproductformsandfunctionsthatproductsprovide,andhowperformanceexpectationsandnewbenefitsextendintonon-beveragespaces aswell.Last—butcertainlynotleast—we’lllookatpetproducts,manyofwhichwerelikelylaunchedinresponsetoanincreaseinpetadoptionsbetween2020and2022. GLOBALSNAPSHOT NewZealand:Whilefrozenfoodsaccountfor16%ofnewproductsalesacrossthestore,theydroveawhopping77% oftotalfrozencategorygrowthvs.2022. 2023NewProductPacesetters Top10Food&Beverage 1.Similac®360TotalCare® 2.PRIME®Hydration 3.Starry™ 4.OREO®FrozenDesserts 5.Starbucks®byNespresso®forVertuo™ 6.GHOST®Energy 7.Doritos®/Cheetos®/Sunchips®Minis 8.BlackRifleCoffee® 9.Electrolit® 10.Kevin’sNaturalFoods™ Top10Nonfood 1.Gain®+OdorDefense™ 2.Tide®UltraOXIwithOdorEliminators™ 3.RawSugar® 4.KristinEss® 5.Dr.Squatch® 6.Flamingo™ 7.DukeCannon® 8.Bark® 9.Billie® 10.Downy®Rinse&Refresh™ Source:CircanaTotalStoreView,TotalU.S.Multi-Outlet,Custom13Quad-WeekTimePeriodsBasedonNPP30%ACVBenchmark Savvymarketersanticipatedthatin2023,Americanswouldbereadyfortheendofourhome-centriclives.Whilewestillspendalotoftimeathome—witnessremotework!—there’sanappetiteforadventure,andmanyproductsspeaktoindulgence,on-the-goconvenienceandaquestforoptimalperformance. Overall,14%ofrespondentstoCircana’sNewProductPacesettersurveyself-reporttheyareearlyadopterswholiketohavethelatestandgreatestnewproducts.Responseratesvarybycategory,however,withahighof25%claimingtobeearlyadoptersoffoodproducts,whilejust11%activelyseeknewhealthcareproducts. Consumersaremosteagertotrynewfoodandbeverageproducts 25%20%16%14%13%12%11% Food BeverageElectronics BeautyandPersonalCareHomeCare PetCare*HealthCare Source:Circana’sSurveySolutions,NewProductPacesetter2024; *amongpetowners Yearafteryear,NewProductPacesetterssignificantlycontributetooverallstoresalesgrowth.Thisyear,productsidentifiedasPacesettersaccountedforan18%increaseintotalmulti-outletsales,comparedtoan11%increasein2022.In2023,thesePacesetterscollectivelygeneratedaremarkable$6.1billionintheirfirstyearofsalesacrossfood,beverage,andnonfoodcategories.Thisisslightlydownfromthe$7billionrecordedby2022’sPacesetters,reflectingthedynamicnatureofconsumertrendsandmarketresponses. InnovationAtaGlance FoodandbeveragePacesettersachieved$3.4billioninsalesin2023,comparedto$3.5billioninsalesforfoodandbeverageNewProductPacesettersin2022.Intermsofinnovationtype,therewere34beverageand ey