New Product Pacesetters Report Highlights Top Sellers
Circana has released its 2023 New Product Pacesetters, an annual report highlighting the top-selling new product launches across food and beverage.
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, in a statement. “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.”
The Top 10 Food and Beverage New Product Pacesetters for 2023 are:
- Similac 360 Total Care
- Prime Hydration
- Starry
- Oreo Frozen Desserts
- Starbucks by Nespresso for Vertuo
- Ghost Energy
- Doritos/Cheetos/Sunchips Minis
- Black Rifle Coffee
- Electrolit
- Kevin’s Natural Foods
Keeping Breakfast at Home
Circana’s findings indicate that shifting daily routines have impacted every aspect of consumers’ lives, from how they practice self-care to the meals they prepare and the daily appliances they use. There has been an increase in slow cooker and casserole dish sales, likely due to their association with easy meal preparation and cost savings. This reflects the ongoing demand for convenient solutions for complete meals or meal shortcuts. Consumers are looking for ways to elevate the morning experience, as evidenced by Starbucks by Nespresso for Vertuo’s fifth-place ranking on the food and beverage Pacesetters list. Additionally, Nestlé collaborated with popular Kellogg’s brands to introduce Carnation Breakfast Essentials, Kellogg’s ready-to-drink breakfast meals.
Product Expansion and Co-Branding on the Rise
The data shows that co-branding and licensing, as seen in the Carnation-Kellogg’s offerings, leverage the trust and loyalty that established brands enjoy, opening doors for expansion beyond their core categories. For instance, Oreo cookies and Little Debbie snack cakes have made their way into the frozen aisle, with Oreo Frozen Desserts ranking No. 4 on the food and beverage Pacesetters list, and Hudsonville Ice Cream’s Little Debbie flavors at No. 18.
Consumers Desire Functional Benefits
The report suggests that consumers increasingly sought functional benefits across the store in 2023. This demand for added value was likely driven by high inflation and a continued focus on well-being, according to Circana. The trend was particularly evident in the beverage sector, where products offering enhanced hydration, energy, and nutritional benefits were prominent, even among traditional carbonated soft drinks. Prime Hydration, ranking No. 2 among food and beverage Pacesetters, capitalized on its appeal to a young audience. Ghost Energy, Electrolit, and Olipop, coming in at No. 6, No. 9, and No. 11 respectively, also offer a variety of added functional benefits.