Reimagining Everyday Products: P&G Brands Dominate Circana's 2024 Pacesetters Report

At P&G, our commitment to understanding and solving consumer needs drives everything we do. This dedication is powerfully affirmed by our exceptional performance in Circana's 2024 U.S. New Product Pacesetters Report, where P&G brands have once again demonstrated their leadership in innovation.

For the fifth consecutive year, P&G brands have secured top ranks, with an impressive four products landing in the top 10 most successful non-food launches of the year. This remarkable streak includes a P&G brand holding the #1 position for four of the past five years. Furthermore, our five entries in the Top 25 list mark the seventh consecutive year we've had the most entries by any individual company.

A "Pacesetter" position isn't just about sales; it signifies a product's ability to truly meet evolving consumer needs, deliver critical features, and provide the quality and experience that earn repeat purchases. These featured products exemplify our unwavering commitment to providing superior solutions and trusted goods that make everyday life better.

P&G's Top-Ranked Innovations: Leading the Way

Circana's Top 10 Non-Food Pacesetters proudly feature these P&G products, each addressing distinct consumer needs across personal care and home care:

• #1 Charmin Ultra Soft Smooth Tear: Reimagining the everyday, this innovation addresses a key consumer complaint by offering a smoother tear and enhanced value with a long-lasting roll.
• #2 Cascade Platinum Plus ActionPacs: Delivering 2x the grease-fighting power of Dawn, these ActionPacs eliminate the need for pre-rinsing, saving time and effort.
• #5 Swiffer PowerMop: Get a mop-and-bucket clean in half the time*! With scrubbing strips for deep cleaning, the PowerMop transforms floor cleaning.
• #7 Gain + Ultra Oxi: This powerful detergent lifts stubborn dirt and provides an incredible six weeks of freshness from wash until wear, ensuring clothes look and smell great.

*vs. mop and bucket – includes cleaning and drying time.

Rising Stars: Emerging Innovations from P&G

Beyond the top 10, P&G is proud to have seven products recognized as Circana's 2024 "Rising Stars." This category highlights promising new innovations, showcasing our strong presence across fabric care, oral care, home care, and renewed focus in baby care.

• Downy Comfy Cozy: Enhances laundry softness and provides a long-lasting, comforting aroma.
• Gain Mood Collection: Lifts dirt and locks in freshness for up to six weeks from wash until wear, with delightful scents designed by award-winning perfumers.
• Mr. Clean 2x Concentrated All Purpose Cleaning Liquid: Muscles through 100% of dirt and grease for powerful, multi-surface cleaning.
• Oral-B iO Series 2: Combines gentle micro-vibrations with a unique dentist-inspired round brush head for 100% cleaner teeth and a professional clean feeling.
• Febreze Premium Seasonal Collection: Fights household odors with delightful seasonal scents, perfect for refreshing any room.
• Luvs Platinum Protection: Offers up to 12 hours of Triple Leakguard Protection, aiming to reduce parental stress and ensure peace of mind.
• Secret Whole Body Deodorant: Provides 72-hour whole-body odor protection for lasting freshness and confidence, wherever you need it.

P&G's Broad Impact: More Brands in the Top 100

P&G's extensive innovation pipeline is further demonstrated by the inclusion of additional brands within Circana's Top 100 Non-Food rankings:

• #19 OLAY Super Serum: Delivers five powerful benefits: improved texture, even tone, firmer feel, smoother lines, and hydration.
• #35 Tide Clean Boost: Removes stubborn residues and odors three times better than detergent alone*, enhancing cleaning power.
• #58 Head & Shoulders BARE: Made with only nine ingredients, featuring a unique bottle for less plastic and efficient dispensing.
• #65 Oral-B Revolution: A battery-powered toothbrush designed for a better clean, reaching deeper between teeth than a manual brush.

*vs. detergent alone, leading value detergent with Tide® Clean Boost removes residue and odor in one wash better than the leading value detergent alone in three washes.

Driving Innovation for a Better Everyday
P&G's consistent presence at the top of Circana's Pacesetters Report is a direct result of our unwavering dedication to research, development, and innovation. We are committed to continually creating products that not only meet but anticipate the evolving needs of our consumers, making everyday life a little easier, cleaner, and more enjoyable.