Mintel's Vision for the Future: Celebrating Innovation in CPG
Mintel's Innovative Recognition for Consumer Products
Mintel presents its Most Innovative awards, now in its second year, dedicating itself to honor the most creative consumer packaged goods (CPG) products of our time. This initiative emphasizes brands that redefine market categories, set new benchmarks, and inspire the industry to think innovatively and boldly. The submission process for the 2026 awards is officially open, inviting participants globally.
The Current State of CPG Innovation
As we analyze the market, it is crucial to recognize a pressing trend: only a limited proportion of new product launches have been genuinely innovative. A notable drop reveals that just 35% of global CPG launches in recent years introduced true novelty—a significant decrease from 46% in previous years. This trend indicates that many brands are increasingly relying on minor updates rather than bold, innovative leaps necessary for thriving in an evolving market landscape.
The Growing Consumer Demand
Today's consumers, particularly from generations such as Gen Alpha, Gen Z, and Millennials, exhibit a strong desire to explore and try novel products. They expect brands not only to meet market demands but to anticipate shifts and innovate accordingly. Julie Lizer, President of Global Research and Insights at Mintel, emphasizes this urgency and the challenge it poses to brands amid a climate of slowing innovation.
The Impact of Real Innovation
Mintel's initiative sheds light on what true innovation looks like today. Real innovation transcends product launches; it involves creating meaningful changes that resonate deeply with consumers and potentially influence broader industry trends and societal norms. Matt Nelson, Global CEO at Mintel, articulates that impactful products derive from deep insights and a clear vision of future possibilities, highlighting the importance of combining creativity with consumer understanding.
Previous Winners Making Waves
Previous winners in this prestigious initiative have made remarkable strides. A notable example is Häagen-Dazs, which ventured beyond the traditional ice cream category with Vanilla Bean Cultured Crème—an innovative, gluten-free yogurt that not only opened new growth avenues but also illustrated strategic risk-taking. In the beauty realm, Izzy's Zero Waste Dew-Bomb Glowy Hydra Milk has established new standards for sustainability, pushing boundaries while delivering high-quality skincare solutions.
Joining the Global Innovation Movement
Mintel Most Innovative stands as a beacon for forward-thinking brands worldwide, encouraging them to participate and showcase their groundbreaking products. Brands are invited to engage in a collaborative community committed to establishing benchmarks for innovation in their respective categories.
The Esteemed Panel of Judges
The selection of winners will be made by a distinguished jury composed of leaders in academia, industry experts, and Mintel’s own marketing innovation specialists. The roster of judges who have agreed to participate spans various fields, ensuring a comprehensive evaluation of innovation in the CPG sector.
Categories Open for Submission
Businesses across three significant categories: Beauty and Personal Care, Household, and Food and Drink can submit their innovative products. This opportunity allows brands to gain recognition and embed themselves in a larger conversation about what innovation means in today’s rapidly changing market landscape.
Frequently Asked Questions
What is the Mintel Most Innovative program?
It's an awards initiative that honors outstanding innovation in consumer packaged goods.
How can brands participate?
Brands can submit their products for consideration in three key categories: Beauty and Personal Care, Household, and Food and Drink.
Who judges the submissions?
A panel of industry leaders, academic experts, and Mintel professionals will evaluate the products.
Why is innovation important in CPG?
Innovation drives growth, meets consumer demand, and sets new market trends, which is essential for sustainability in business.
What criteria are used to define innovation for the awards?
True innovation involves meaningful changes that resonate with consumers and have broader implications for culture and society.
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