Two lightly breaded chicken products and four energy drinks were among Circana’s New Product Pacesetters, the top-selling new products of 2024.
Just Bare Lightly Breaded Chicken from Pilgrim’s Pride took the top spot, selling $368.4 million in its first year. Dr Pepper’s Strawberries & Cream came in second, and energy drinks C4 Energy from Nutrabolt, Red Bull Sea Blue, Prime Energy and Celsius Essentials all made the top 10.
Collectively, these and other new products tracked by the market research firm earned $8.4 billion in year-one sales, a testament to the power of new product introductions. The products and their year-one sales:
1. Just Bare Lightly Breaded Chicken $368.4 million
2. Dr Pepper Strawberries & Cream $146.8 million
3. C4 Energy $144.0 million
4. Red Bull Sea Blue Edition $95.6 million
5. MrBeast Feastables (chocolate bars) $84.5 million
6. Prime Energy $83.1 million
7. Legendary Foods (high-protein toaster pastries) $68.6 million
8. Golden Island (dried meat snacks) $66.0 million
9. Real Good Foods Lightly Breaded Chicken $63.0 million
10. Celsius Essentials $55.6 million
“Innovation remains at the heart of growth and consumer connection,” said Lisa Maas, principal and innovation practice lead at Circana. “The 2024 Pacesetters tap into the emotional and practical needs of modern consumers. Whether it is indulgence paired with protein, enhanced wellness, or iconic brands solving for evolving needs in new spaces, these products resonate because they make life easier, better, and more enjoyable.”
Circana said the results “underscore consumer packaged goods (CPG) companies’ commitment to consumer-centric innovation, prioritizing solutions that solve for evolving lifestyle and occasion needs. New offerings successfully address today’s demand for convenience, elevated wellness benefits, and trusted brand solutions. Brands embraced newer formats, nutritional enhancements, and extensions into new categories, often in partnership with other brands or licensed entities, capturing consumer interest across diverse lifestyles.”
This is the 30th year for the report. Although only the top-10 lists are featured, Circana tracks hundreds of products as they are introduced each year. They begin tracking year-one sales after a product achieves 30% national distribution across multi-outlet geography, and it must maintain 30% distribution or higher at the date of year-one completion. And the product must have completed a full year of sales in calendar year 2024.
Beverages for some time have dominated the report. Last year (based on 2023 launches) had Prime Hydration, PepsiCo’ Starry, Ghost Energy, Black Rifle (canned) Coffee and Electrolit. However, the top spot went to Abbott Nutrition’s Similac 360 Total Care powdered infant formula.
Circana has started tracking this year’s Pacesetters, new products that likely will end up on next June’s list. In alphabetical order, these Rising Stars are: Barilla Protein, Delimex Crispy Quesadillas, Kendamil baby formula, King’s Hawaiian Pretzel Bites, Oikos Pro, Perdue Air Fryer Ready, Sparkling Ice Starburst, Sprite Chill, Topo Chico Sabores and Tropicana Refreshers.
By the way, Charmin Ultra Soft Smooth Tear was the top-selling non-food new item.
Innovations following, shaping consumer behavior
The report identifies significant innovation themes driving change across the industry:
* Protein Power: High-protein offerings from the traditional to the transformative, such as Just Bare Lightly Breaded Chicken and Legendary Foods protein snacks, fulfill increasing wellness demands.
* Restaurant-to-Retail and Trusted Brands in New Spaces: Iconic brands like Sonic Tots and IHOP launched products that re-create restaurant experiences at home.
* Functionality and Flexibility: Solutions like Rev Energy & Electrolyte Gum and MiraFiber Gummies cater to on-the-go consumers seeking enhanced benefits.
* Bare to Bold Beauty: Innovations range from all-in-one and plant-based formulas like Covergirl Lash Blast Cleantopia to super-bold products with dramatic color or long-lasting results.
For the full report, click here (registration required).
