New product launches tracked by Euromonitor International fell by 25% across the first three quarters of 2026, pointing to a more selective innovation environment. Against this backdrop, ingredient-level analysis reveals where formulation activity is retaining momentum. Analysis of global online SKU data reveals two primary growth areas: established botanicals like citrus oils and vanilla extract finding new applications across beauty and food, and targeted functional actives such as gotu kola (Centella asiatica), panthenol and adenosine addressing specific concerns like skin barrier health. Tracking these ingredient shifts across categories highlights where product development retains momentum.

Euromonitor International will present its first Innovation Awards at the Global Innovation Forum in London on 18 November 2026. Under the theme Signals of What’s Next, the awards will recognise FMCG innovations that offer compelling evidence of where markets and categories are heading.

Not all health claims create value equally. By analysing the survival of thousands of US soft drink SKUs between 2023 and 2026, Euromonitor International's Product Survival Model reveals how the same claim can be associated with stronger product longevity in one category and weaker performance in another. Using immune health and sugar reduction as examples, this article highlights why category context matters and why popular claims do not automatically translate into survivability. It also shows how identifying claims with no measurable impact can be just as valuable, helping innovation teams make more informed formulation, communication and SKU optimisation decisions.