While brands’ investment in R&D is a perennial driver, this year’s Pacesetters report revealed some intriguing trends within innovation. Several products on the list of the Top 200 New Product Pacesetters reflect those perhaps-unexpected trends that are shaping (and, in some cases, re-shaping) the food and nonfood marketplace.

Oh, Baby!

The tiniest end consumers are making one of the biggest impacts. Kendamil Infant Formula from Kendal Nutricare LTD came in first on Circana’s list of the top 200 New Product Pacesetters in the food category, posting $303 million in launch-year sales. Luvs Platinum Protection diapers from Procter & Gamble came in third on the overall list, with $230.8 million in sales during the first year after rollout. Also landing in the top 10: Huggies Skin Essentials from Kimberly Clark Company, which rang up $90.6 million in sales during its inaugural year on the market.

Sparkles Shine

Far from fizzling out, emerging bubbly beverages have a new and intriguing twist. A sparkling beverage, Bloom Sparkling Energy made by Nutrabolt, ranked second on Circana’s New Product Pacesetter list, thanks to the product’s $268.6 first-year sales performance. Building on that success, it also landed in the Pacesetter Rising Stars list with Bloom Pop, where bubbly flavors meet gut health benefits. Sparkling Ice STARBURST came in at #13, with Talking Rain Beverage Co Inc. leveraging the popular confection candy to drive interest. At the same time, many drinks that don’t have “sparkling” in the name but are carbonated also turned in a strong debut, such as Red Bull® The Pink Edition (#4), Canada Dry Fruit Splash Cherry Ginger Ale (#5), Sprite Chill (#11) and Topo Chico Sabore (#14).

Something to Smile About

It may be a continually disruptive era, but consumers seek to find happiness where they can, and brands are delivering in an overt way. That’s evident in the New Product Pacesetters that directly emphasize mood elevation. P&G’s Gain Happy and Relax product was #5 on the overall list with $186 million in inaugural sales, while that company’s Downy Comfy Cozy scored $90.2 million by evoking pleasant vibes. Sargento's Fun! Balanced Break snacks made the list, at #77 with $24 million in launch-year sales.

A Big Yes to ‘No Sugar’ 

Protein may remain a darling, showing up across categories in a variety of forms, but no-sugar products are surging. Of the 2025 New Product Pacesetters in food and beverage, 35% are sugar-free introductions. Circana also found that 5.4% of total food and beverage sales use a limited-sugar claim, led by “No Sugar” (3.8%) and “No Sugar Added” (1.0%), with “Low,” “Less” and “Unsweetened” comprising the rest of those offerings. 

To see what other products are getting attention and scoring with consumers, check out Circana’s full report deck and the complete list of the 200 New Product Pacesetters.