The saying “to meet people where they are” often means accepting others based on their current emotional state, background and capacity. This can involve adjusting communication to support them effectively rather than expecting them to instantly match certain expectations.

Circana recently released its 2025 New Product Pacesetters research and Top 200 list, noting that this year manufacturers successfully navigated a complex consumer landscape by basically “meeting consumers where they are.”

Recognizing the most groundbreaking product launches across the food, beverage, and nonfood consumer packaged goods (CPG) sectors, the 2025 Pacesetters achieved an impressive $6.2 billion in combined year-one multi-outlet sales, according to Circana. Now in its 31st year, the New Product Pacesetters research reveals critical shifts in how consumers discover and choose new products, the market research firm says.

This year, winning innovation was defined by experience-led development, Circana notes, as manufacturers successfully delivered functional, engaging, and connected solutions that balance value, trust, and everyday needs.

“The biggest risk in CPG today isn’t a failed launch — it’s failing to launch at all. Innovation isn’t just a strategic priority — it’s the growth engine,” said Sally Lyons Wyatt, executive vice president and global advisor for Circana, in a statement. “The brands breaking through are the ones meeting consumers where they are: balancing health with enjoyment, fusing brand equities through smart collaborations, and showing up in digital spaces where discovery now begins. The playbook has fundamentally changed, and the companies that recognize that are the ones on our Pacesetters list.”

Among the top launches, beverages remain the leading force in consumables, with carbonated, sports, and energy drinks generating the largest dollar contribution, according to Circana. Meanwhile, convenience-oriented breakfast items and experience-driven desserts delivered strong returns, it notes.

The Top 10 food and beverage New Product Pacesetters for 2025 are as follows:

1. Kendamil Infant Formula
2. Bloom Sparkling Energy
3. Red Bull The Pink Edition 
4. Canada Dry Fruit Splash Cherry Ginger Ale
5. OIKOS PRO DRINKS + OIKOS PRO SHOTS
6. Sprite Chill
7. Sparkling Ice STARBURST
8. Topo Chico Sabores
9. Fruit Riot!
10. King’s Hawaiian Soft Pretzel Bites

Artificial intelligence (AI) and social commerce also have fundamentally changed product discovery, according to Circana. One in three consumers (34%) now use AI to explore new CPG options, while 25% have made a purchase based on a personalized AI recommendation, it notes. Social commerce platforms are collapsing discovery, trial and demand into a single ecosystem, particularly influencing younger consumers and households with children, the market research firm says.

“This year’s Pacesetters class proves that winning innovation is about more than a great product — it’s about creating moments consumers want to experience, share, and come back to,” said Lisa Maas, vice president of innovation at Circana, in a statement. “From Fruit Riot turning frozen fruit into a cultural candy moment to Red Bull Pink Edition bringing 3 million new households into the franchise, the most successful launches of 2025 engaged consumers on an emotional and sensory level.”

Going forward, it appears that brands engaging with consumers alongside a new product launch will have an upper edge.