CHICAGO — Protein, functional benefits and convenience were among the attributes that propelled product innovations to succeed last year, according to the 2024 New Product Pacesetters report from the market research firm Circana.
The annual review, which analyzes the top performing new products released in the prior year, found consumers embraced launches that emphasized product solutions for evolving lifestyle and occasion needs, such as elevated wellness benefits.
“Innovation remains at the heart of growth and consumer connection,” said Lisa Maas, principal and practice lead of innovation 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."
The food and beverage pacesetters were led by Just Bare lightly breaded chicken, a frozen offering from JBS USA. Just Bare’s chicken generated $368.4 million in sales, more than double the sales of the No. 2 product on Circana’s list. The product, offering 16 grams of protein per serving, tapped into consumer desire for easy protein solutions, according to Circana.
Over 30% of shoppers report searching for new food products high in protein to meet their protein consumption goals, a trend fueled by healthier lifestyles and the growing GLP-1 population.
“This year, the protein universe expanded with transformative items,” the company said. “Protein-rich innovations span every daypart in snacks, sweet treats, breakfast cereals and cookies. Protein’s presence in new formats and lifestyles of a broader swath of consumers has led to an outsized contribution to sales.”
The prevalence of protein also helped the launches of Golden Island’s Korean barbecue flavored dried meat snacks, the No. 8 pacesetter with $66 million in sales, and frozen lightly breaded chicken from Real Good Foods, the No. 9 pacesetter with $63 million in sales.
Among the many beverages that accounted for the top 10 pacesetters from last year, Dr Pepper’s strawberries and cream drink led the way. The soda variety accounted for $146.8 million in sales, ranking No. 2 on the list. Energy beverages landed four spots within the top 10, including: C4 Performance Energy at No. 3 with $144 million in sales; Red Bull Sea Blue Edition at No. 4 with $95.6 million; Prime Energy at No. 6 with $83.1 million; and Celsius Essentials at No. 10 with $55.6 million.
“Historically, energy drinks and sports drinks rank high on the Pacesetter list, but 2024’s roster shows a focus on multiple benefits to elevate them further,” Circana said. “Crossovers between sports and energy drinks, such as C4 Energy … illustrate products with caffeine and electrolytes — energy and hydration in one.”
Other products in the top 10 included the fifth-ranked Feastables confections from YouTube personality MrBeast ($84.5 million in sales) and the seventh-ranked Legendary Foods toaster pastries, a PopTart alternative boasting 20 grams of protein per serving ($68.6 million in sales).
“This year’s Pacesetters embody the trends shaping markets today, from protein-powered foods to elevated hydration solutions and co-branded, new-to-market products,” said Joan Driggs, vice president of content and thought leadership at Circana. “These innovations demonstrate how CPG leaders meet consumers where they are while opening doors to new occasions and usage opportunities."