P&G Brands Top Circana’s 2025 New Product Pacesetters List

In the dynamic world of consumer goods, what truly defines a breakthrough product? At P&G, we believe it’s a relentless focus on understanding evolving needs of our consumers and a commitment to innovation that genuinely elevates everyday experiences.

That philosophy is once again validated as P&G’s brands have earned an incredible seven of the top 10 spots on Circana’s highly anticipated 2025 New Product Pacesetters. This recognition goes far beyond initial sales; a “Pacesetter” position is Circana’s gold standard, signifying a product’s ability to meet critical market demands, deliver superior features, and provide the quality and experience that drive sustained consumer loyalty and repeat purchases.

This year’s results are a powerful testament to our dedication. We are proud to announce that P&G secured the #1 overall non-food product launch with Luvs Platinum Protection, alongside six other top 10 placements in the non-food rankings. Our success extends further, with 11 products making it into the top 25 and an impressive 21 products within the top 100 — a feat that ties our company’s highest total in the report’s 30-year history.

Leading the Market: P&G’s Top-Ranked Innovations

P&G’s seven innovations in the Top 10 Non-Food New Product Pacesetters for 2025 spanned multiple categories and everyday routines:

• Luvs Platinum Protection (#1): Offers up to 12 hours of Triple Leakguard Protection, aiming to reduce parental stress and ensure peace of mind.
• Gain Happy and Relax (#2): 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 Antibacterial 2X Concentrated Cleaner (#3): Muscles through 100% of dirt and grease for powerful, multi-surface cleaning.
• Downy Comfy Cozy Laundry Scent Booster (#5): Enhances laundry softness and provides a long-lasting, comforting aroma.
• Secret Whole Body Deodorant (#7): Provides 72-hour whole-body odor protection for lasting freshness and confidence, wherever you need it.
• Pampers Swaddlers 360° (#8): Offers up to 100% comfy dry leakproof fit with ultrasoft absorbent layers, Dual-Leak Guard Barriers, and a Blowout Barrier for skin protection.
• Mr. Clean Magic Eraser Ultra (#10): Utilizes water-activated micro-scrubbers to lift away built-up dirt and grime from various surfaces, effectively tackling tough messes.

Beyond the Top 10: P&G’s Broad Impact

P&G's extensive innovation pipeline is further demonstrated by the inclusion of additional brands within Circana's Top 100 Non-Food Rankings, including Febreze, Tide, Oral-B, Downy, Pampers, Vicks, Swiffer, Dawn, OLAY, Dreft, and Gain.

Rising Stars: Emerging P&G Innovations

Several additional P&G products were also named 2026 Rising Stars by Circana. This category highlights promising new innovations, showcasing our strong presence across oral care, fabric care, and home care.

• Crest 3DWhite Deep Stain Remover Toothpaste: Delivers whiter teeth in one day by dissolving deep stains, is enamel-safe, and repels new stains for a fresh mouth.
• Downy Unstopables Unlimited Laundry Scent Booster: Curated by world-class perfumers, these in-wash scent beads offer lasting, enchanting fragrances.
• Swiffer Sweep + Mop Deluxe: A 2-in-1 cleaning tool with a collapsible pole and locking head, it efficiently sweeps and mops with heavy-duty cloths and enhanced scrubbing power.
• Tide Ultra OXI Power PODS with Odor Eliminators: These 4-in-1 PODS provide powerful cleaning, stain fighting, brightening, and advanced odor elimination, equivalent to two regular PODS.
• Tide Ultra OXI Boost Liquid Detergent: Boosted with OXI and built-in pre-treaters, this liquid detergent offers next-level stain fighting and removes tough set-in odors.

Our Innovation Philosophy: Meeting Evolving Consumer Needs

Circana highlights that today’s most successful innovations are defined by multifunctionality, convenience, superior performance, and emotionally engaging experiences. Consumers seek products that deliver more — combining effectiveness, ease of use, and trusted results. This “Elevated, Reliable, Everyday” trend perfectly aligns with P&G’s innovation strategy: blending deep consumer insights with cutting-edge science and technology to solve real problems in meaningful ways.

As consumer expectations continue to evolve, P&G remains dedicated to creating innovations that deliver superior experiences and meaningful everyday improvements for consumers around the world.