6/12/2024

Gain, Tide, Downy, Oral-B and Ninjamas Rank on Circana’s 2023 New Product Pacesetters List

P&G is Reimagining Everyday Products: this year’s Circana New Product Pacesetters and Rising Stars.

For the fourth year in a row, P&G brands make the Top 25 list of the year’s most successful new product launches.

P&G is Reimagining Everyday Products: this year’s Circana New Product Pacesetters and Rising Stars.

P&G and our brands are continually innovating to make consumers’ lives easier. Whether it’s keeping your clothes fresher longer, protecting your dental hygiene or getting your hardwood floors clean with less water, we seek to understand and solve problems, so you don’t have to. If it touches how consumers care for their families, their pets or their homes, we want to know about it, and we want to make it better.

Now, more than ever, consumers are relying on trusted, top-performing products — and we are committed to providing superior products that offer value to our consumers. That is why we are excited to share that five P&G products are recognized in the Top 25 of Circana’s 2023 New Product Pacesetters, a list of the year’s most successful new product launches. For the fourth year in a row, P&G has secured more spots on the list than all our competitors combined.

5 of the Top 25 Non-Food Product Launches in 2023: Oral-B iO, Downy Rinse & Refresh, Gain + Odor Defense, Ninjamas Nighttime Underwear, Tide Ultra OXI with Odor Defense.

The P&G brands and products featured in the Top 25 most successful nonfood product launches for calendar year 2023 in the U.S. include:

  • #1 Gain+Odor Defense: Lifts away dirt and locks in an amazing scent to keep your laundry smelling excellent, even after six weeks.
  • #2 Tide Ultra OXI with Odor Eliminators: Designed to make removing odors and stains easier without pre-treating or scrubbing.
  • #10 Downy Rinse & Refresh: Helps remove stubborn odors and residues deep within fabrics, without dyes or heavy perfumes.
  • #12 Oral-B iO: Enables better brushing, leading to 100% healthier gums in just one week vs. a manual toothbrush.
  • #21 Ninjamas Nighttime Underwear: Provides a secure fit and powerful, all-night leak protection to help kids take on bedwetting accidents.
3 of 10 P&G products named Rising Stars for 2023: Gain + Ultra OXI, Swiffer PowerMop, Charmin Ultra Soft Smooth Tear.

Circana also recognizes products in their first year. Among these “Rising Stars,” are three P&G products that are delighting consumers and delivering exceptional results:

  • Gain Ultra Oxi: Lifts away stubborn dirt and infuses clothes with up to six weeks of freshness from wash to wear.
  • Charmin Ultra Soft Smooth Tear: The new wavy perforation enables a better tear for an even better go.
  • Swiffer PowerMop: An all-in-one mopping system for a mop-and-bucket clean in half the time.

Our dedication to research, development and innovation paves the way for a bright future, where we consistently create products that meet the needs of our diverse consumer base. Click here to learn more.