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Mintel Most Innovative 2026: Recognizing Game-Changing CPG Products

Mintel's Most Innovative initiative is making a triumphant return for its second consecutive year, aiming to honor the leading lights of innovation within the consumer packaged goods (CPG) sector. With the submission window now open for the 2026 awards, this year's event shines a spotlight on brands that are not just participating in the market but are actively redefining their categories, setting higher standards, and encouraging the industry to think more ambitiously.

In a landscape where only 35% of global CPG launches in 2024 could genuinely be classified as innovative—a decrease from 46% in 2014 and a remarkable 75% in 1996—there is a pressing need for a refresh in approach. Julie Lizer, President of Global Research and Insights at Mintel, articulated the urgency of this moment. She pointed out that while consumer expectations are soaring, especially among younger generations like Gen Alpha, Gen Z, and Millennials, the content in the innovation pipeline remains stagnant. The reliance on incremental product updates rather than groundbreaking innovations threatens to alienate savvy consumers yearning for novelty and excitement.

"CPG innovation has never moved faster or felt more pressured," Lizer noted. "The tension between the speed of consumer change and the stagnation in meaningful innovation is a critical challenge facing our industry today."

Previous winners of the Mintel Most Innovative competition have set remarkable precedents. For instance, Häagen-Dazs broke away from traditional frozen offerings by introducing its Vanilla Bean Cultured Crème— a dairy, gluten-free yogurt that embraced risk and fostered new opportunities. In the beauty segment, products like Izzy's Zero Waste Dew-Bomb Glowy Hydra Milk have raised the bar for sustainability by meticulously rethinking every aspect of their lifecycle, all while delivering effective skincare solutions that resonate with current trends.

Matt Nelson, Global CEO at Mintel, emphasized that innovation goes beyond merely launching new products; it's about creating meaningful changes that can resonate with consumers and potentially influence wider business and cultural dynamics. He believes that the most substantial products often arise from a confluence of deep consumer insight paired with a clear vision for the future.

With Mintel's expansive global perspective, it is equipped to discern emerging consumer demands and guide brands toward unlocking growth through audacious strategies. The Mintel Most Innovative awards are a clarion call for brands actively driving transformation and influencing what true innovation can look like in the CPG world.

Join the Global Innovation Movement

Mintel is inviting brands from around the globe to contribute their revolutionary products and join a vibrant community that is elevating standards in innovative CPG. This year's winners will be determined by an esteemed panel comprised of industry pioneers, academics, and Mintel's own experts in marketing and innovation. Already confirmed judges include Professor Pierre Chandon and Junghoon Moon, among other notable leaders.

Submissions for the 2026 awards will be accepted under three main categories: Beauty and Personal Care, Household, and Food and Drink. This is an invaluable opportunity for brands to not just showcase their innovations, but also to participate in the dialogue surrounding growth, sustainability, and the drivers of change in consumer goods.

As the industry grapples with the complexities of today’s market, the Mintel Most Innovative series serves as a pivotal platform to uncover and celebrate those brands that dare to innovate boldly. With the stakes higher than ever, it’s time for brands to embrace their potential for innovation and redefine what is possible in the consumer packaged goods arena.