INNOVATION REMAINS STRONG IN PANDEMIC TIMES
By Lisa Maas and Joan Driggs, IRI
Each year, IRI analyzes the top food and nonfood CPG brand launches. IRI New Product Pacesetters™ provide a glimpse into what is resonating most with consumers and the trends CPG manufacturers and retailers should watch for success moving forward.
The latest report — representing 2021 new product launches — shows what consumers cared about while demand for at-home CPG products remained strong but time away from home started to increase.
U.S. CPG grew 2.6% over measured channels in 2021 as the industry cooled from its mid-pandemic growth of 10.7% in 2020. But products that helped fight germs, ease the pressures of life and allow people to celebrate and indulge in pandemic-friendly ways remained standouts even as consumer mobility increased, and the world learned to live with COVID-19.
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