Innovation: Food and Beverage in the US

July 2024

This report provides valuable insights into product innovation in the US, analysing data from Euromonitor’s Innovation platform. The report covers the Food and Beverage categories, showing the level of new brand and sub-brand launch activity.

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This Innovation Country Report is part of a series of reports providing data and analysis on new product launch activity across digital shelf across Food and Nutrition and Beauty, Health and Home categories. The reports explore what type of innovation is happening and in which retailers across selected geographies.
The data contained in these reports are based on Euromonitor’s Innovation platform - an AI-powered platform that identifies and tracks new brand and sub-brand launches across the global digital shelf from January 2021 onwards. It monitors their expansion over time into new countries, retailers and categories, and also shows if they have been discontinued. 

The Innovation in USA report includes:

Data and analysis on new brand and subbrand launches at online retailers within specific country across:

  • Food and Nutrition categories, such as Packaged Food, Soft Drinks, Hot Drinks, Alcoholic Drinks, and Pet Care;
  • Beauty, Health and Home categories, such as Consumer Health, Beauty and Personal Care, Tissue and Hygiene, and Home Care. 

The Innovation in USA report answers:

  • Is specific country a pacesetter or follower in terms of new product launches across specific industries?
  • What industries lead in terms of new product launches within specific country?
  • What type of innovation is happening within specific industries and categories?
  • What are the examples of some of the innovations across the categories?
  • Which retailers are leading in new product launches within specific country?
Monitoring Innovation for business growth
High level of in-country launches as the US leads global innovations
Launches respond to consumer demands through wellness and sustainable features
New launches in the US in 2023: P ackaged food
An established dairy brand moving into plant-based
New launches in the US in 2023: Pet care
The pet humanisation trend opens the door for new brand development
New launches in the US in 2023: Alcoholic drinks
The adventurous craft beer drinker seeking novelty drives sub-brand launches
New launches in the US in 2023: Soft drinks
Rockstar strives to be an innovative brand, regularly launching new variants
New launches in the US in 2023: Hot drinks
Targeted seasonal offerings with new sub-brands spur consumer interest
Retailers focus on growing consumer wellness and sustainability demands
Passport Innovation methodology
Euromonitor Innovation definitions
Passport Innovation industry coverage
Passport Innovation country coverage
Passport Innovation retailer coverage

Buy Innovation reports to:

  • To understand what type of innovation and where is happening across the broader category scope
  • To gain insights into how new product launches are aligned with changing consumer preferences and what needs remain unmet


If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!