Introducing Mintel’s Most Innovative – a celebration of global CPG innovation

March 19, 2024

Innovation is a critical contributor to brand success in today’s fast-paced consumer markets.

However, new product development has plummeted in recent years, leaving brands in need of guidance and inspiration, which will allow them to fully unlock their potential.

Product innovation faces multiple complex and interconnected challenges. The economic environment has shifted focus onto value, which can narrow the path to innovation. Environmentally conscious, informed and vocal shoppers are looking for sustainable packaging, ingredients and production processes. Brands must highlight innovative product features more effectively on digital channels, interacting with consumers directly to deliver a more personalised customer experience.

New product development inspiration from Mintel’s Most Innovative

That’s why we launched Mintel’s Most Innovative, a celebration of global innovation to showcase the very best of new product development across the Food, Drink, Beauty, Personal Care and Household categories.

Mintel’s global experts have curated products from across the world that are standout examples of brands adapting to evolving trends to deliver success across the highly competitive FMCG marketplace. Marla Commons, Mintel SVP of Insights, Global CPG and Beauty, explains:

“Innovation is at the heart of every successful enterprise strategy. That’s why we’re constantly tracking new product development, identifying trends and gaining insights from categories, regions and brands. We understand what’s a hit, what’s a miss and how consumers will respond so our clients can make better decisions to fuel their innovation pipeline—whether it’s utilising Mintel Leap, the breakthrough AI solution instantly answering brands’ most complex questions, or Mintel GNPD, the global database of 40,000 new products a month – sourced from 86 of the world’s major economies to help brands track and analyse global production innovation. That’s why we’re so excited about Mintel’s Most Innovative and the expertly curated selection of products taking a tangible step forward in creativity, enterprise and disruption.”

Most Innovative: Food and Drink

Our experts know which flavours, formulas and ingredients are going to resonate with consumers, and have picked their top innovative food and drink products. The products highlighted here are standout examples of brands adapting to the evolving trends to deliver success across the ever-changing food and drink environment.

Source: Mintel GNPD

Häagen-Dazs Cultured Crème – a major risk but significant potential brand reward

One example of best-in-class food innovation is the Häagen-Dazs Vanilla Bean Cultured Crème, a dairy, gluten-free yoghurt. Explaining her reason for calling out this new food innovation, Lynn Dornblaser, Mintel Consulting’s Principal Consultant, notes: 

“This product line represents a major risk with a potential significant reward for the brand, as it is the first time the popular ice cream brand has moved out of frozen and into a chilled product. It takes a strong brand story of simplicity, indulgence, and good taste. Category expansion like this works best when the brand’s values directly translate to the new category, as they do here.”

Discover more innovative products across the food and drink categories here.

Most Innovative: Beauty, Personal Care and Household

From cutting-edge technology applications to sustainable solutions, these everyday products redefine possibilities and help shape the future of consumer packaged goods innovation and ingenuity. Our global experts identified their top picks for the most innovative beauty, personal care and household goods.

Source: Izzy Zero Waste Beauty Instagram

Izzy Zero Waste Dew-Bomb Glowy Hydra Milk – a truly zero-waste product

Izzy’s Zero Waste Dew-Bomb Glowy Hydra Milk exemplifies product positioning that makes it a standout innovation in the facial skincare space. Reflecting on her rationale for highlighting this product, Roshida Khanom, Director, Mintel Beauty and Personal Care Insights, EMEA, comments: 

“Izzy Beauty sets itself apart by paying attention to every stage of the product lifecycle; even the water from the patent-pending antibacterial cleansing process is reused, making this a truly zero-waste product. It also features on-trend skincare ingredients such as hyaluronic acid and argan oil.”

Discover more innovative products across the beauty, personal care and household categories here.

How Mintel’s expert analysts made the Most Innovative product selection

To recognise the products deserving the Most Innovative accolade, Mintel put in place guidelines across the 11 food and drink, nine beauty and personal care and four household categories. Products must have been launched into the market during 2023 to be eligible and still be available for purchase at the time of publishing (March 2024), unless the product was intended as a limited or seasonal release. 

The 2023 product selection was thoughtfully curated by Mintel’s expert team of global Analysts. A panel of judges consisting of Mintel Research Directors reviewed submissions in each product category based on criteria related to relevance, uniqueness and potential to disrupt the category. Mintel does not endorse any products included in Mintel’s Most Innovative.

Learn more about Mintel’s Most Innovative Food and Drink, and Beauty, Personal Care and Household today! Additional information and interviews with a Mintel Analyst are available upon request from the Mintel Press Office

Interested in more innovation insights? Read an article on Mintel Spotlight or listen to Mintel Little Conversation podcast.

Curious about Mintel’s innovation research solutions? Find out more about our innovation tools and custom services at or get in touch, and we’ll help you find what you need.

Mintel News

For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

Contact Press Office
Related articles
January 9, 2024
Mintel, the experts in what consumers want and why, is excited to announce the launch of Mintel Leap, the new Market Intelligence AI fundamentally changing how…
October 13, 2022
Mintel, the experts in what consumers want and why, has today (Thursday, 13th October 2022) announced its expansion of Mintel Reports Germany. Following its successful launch in…
March 22, 2022
Understanding the US online beauty and personal care space is complicated, time-consuming, and fraught with error. To keep up with what consumers are saying about products, benchmark against…
Featured Downloads