Innovation in action
Navigating new product journeys for strategic innovation
Spot new launches fast
Our advanced machine learning model identifies new brands and sub-brands as they premiere across online retailers from around the world.
Between January 2021 and October 2023 we measured 73,606 new product launches.
The most new product launches were detected in the USA (9,223), followed by Germany, Brazil, France and India.
Global new brand and sub-brand launches
Total number of launches
New brand launches
8090
New sub-brand launches
65516
Source: Euromonitor International, Passport Innovation
Source: Euromonitor International, Passport Innovation
Track new product expansion
Continually track new brands and sub-brands as they enter new countries, move across different retailers and expand into adjacent categories.
Since its launch in August 2021, ready-to-drink (RTD) tea, DirTea has diversified its offerings to include Extra DirTea with a 5% alcohol content and carbonation (RTD Alcohol), DirTea Zero featuring no sugar, fat or carbohydrates (Health and Wellness), and the latest addition, DirTea Tea&Energy (Energy Drink)—an energy drink with added caffeine.
The brand's dynamic expansion in 2021 and continued growth into 2022 showcased its agile approach to the market. The move into Switzerland and Austria in mid-2022 further affirmed DirTea's success.
Learn when new products don't succeed
The Vitamins and Dietary Supplements (VDS) category is intensely competitive, featuring numerous brands fighting for a share of a market that has experienced limited value share growth in recent years, less than 1%.
In 2022, over 20% of the 570 new VDS brands and 4,400 new sub-brands disappeared within the year, leaving the remaining almost 4,000 new products still vying for consumer attention online.
of new VDS brands and sub-brands disappeared between 2022 and 2023
Source: Euromonitor International, Passport Innovation
Premium Pet Food
Global retail value sales, USD
USD
compound annual growth (2018–2023)
Source: Euromonitor International, Passport
Win with actionable insights
416 new brands were detected in the Pet Food category globally over 2021-23, with the US, Australia, Brazil and France leading the way.
Pet owners are increasingly concerned about the well-being of their pets, with more than 69% of consumers stating pets are beloved members of the family.
The Pet Food market is responding to this pet humanisation trend, creating new brands including health claims such as supporting immune system health, hydrating, high in protein, good source of vitamins, no added sugar, low fat, antioxidant, natural ingredients and no artificial additives, preservatives and flavours.
