Mintel Most Innovative
Not all innovation is equal. Now in its second year, Mintel Most Innovative celebrates the very best innovation in consumer packaged goods from around the world.
Recognising the consumer products shaping what’s next
Like us, you understand what meaningful innovation looks like. The kind that responds to evolving consumer needs, anticipates market shifts, and raises the bar for what a category can be.
Mintel Most Innovative shine’s a light on the products that do just that. Not simply new for the sake of it, but considered, relevant, and built for what’s next. These are the innovations that shape the direction of their category, and reflect a deeper understanding of where consumers are headed.
So, have you taken sharp consumer insight and turned it into something that sets a new standard for functionality, flavour or desirability?
Industry Tracks
Mintel Most Innovative recognises excellence across three industry tracks: Beauty & Personal Care, Food & Drink, and Household. In each region— Americas, APAC, and EMEA —10 winning products will be selected per track, based on Mintel’s innovation criteria.
All winners are considered equally innovative. There are no rankings, medals, or tiers. These are the launches that define where consumer innovation is heading and who’s leading it.
Beauty & Personal Care
• Bodycare
• Colour Cosmetics
• Facial Skincare
• Fragrance
• Haircare
• Oral Care
• Shave / Depilatories / Deodorants
• Soap / Bath / Shower
• Suncare
Food & Drink
• Alcoholic Drinks
• Bakery
• Dairy
• Dessert & Ice Cream
• Meals & Meal Components
• Non-Alcoholic Drinks
• Pet Food
• Sides & Sauces
• Snacks
• Sugar Confectionery
• VMS & Nutritional Products
Household
• Fabric Care
• Toilet Care
• Surface Care
• Dish Care
• Air Care
• Pet Care
Who Can Apply
Mintel Most Innovative Awards is open to consumer packaged goods brands and must be submitted by the brand owner.
Eligible products must be:
- Launched between January 1 and December 31, 2025
- From the following sectors: Beauty & Personal Care, Food & Drink, or Household
Applications are open to brand owners only and applications must be submitted by December 31, 2025.
Each sector will recognise 10 standout products per region, based on Mintel’s innovation criteria.
Selection Criteria & Submission Guidelines
We’re celebrating the launches that stand out, not just for being new, but for being right for the consumer, for the moment, and for where the market is headed.
Our panel will evaluate submissions against the follow three criteria. Make sure your application speaks to each one. Please also review the full terms and conditions before submitting your entry.
What We’re Looking For
Consumer Relevance
Does it meet a real need and connect with real people?
We’re looking for products that:
• Address a genuine consumer need, tension, or aspiration
• Align with lifestyle shifts or emerging behaviours
• Offer clear emotional, functional or experiential value
Innovation Edge
What makes it stand out, strategically and creatively?
We want to see:
• A clear point of difference from what already exists
• Forward-thinking design, formulation, positioning or delivery
• Evidence of bold or strategic thinking not just an update or line extension
Market Impact
Has it changed the game or shown potential to?
Strong entries will:
• Open up new usage occasions, formats or audience segments
• Stretch or redefine what a category can look like
• Show signs of traction, scalability, or influence on competitors
How to Submit
All entries must be submitted to mmi@mintel.com before 31st December 2025. Winners will be announced in February 2026.
