This report examines new product development (NPD) activity within the Beauty, Health and Home categories in the USA’s e-commerce market in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates - offering insights into what captures or misses consumer interest.
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Overview:
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?
Snapshot of NPD activity across Beauty, Health and Home categories in the USA
Personalisation , wellness and healthy ageing
NPD efforts intensify, fuelled by skinification trend and self-care positioning
Key attributes: Science-backed solutions and wellness positioning
Active skin care ingredients shape innovation in and beyond skin care
NPD focuses on personalisation , holistic health and longevity
Brands are accelerating their pace of innovation to maintain a competitive edge
Key attributes: Demand for personalisation drives tailored product formulations
Innovation in natural GLP-1 alternatives and longevity solutions targeting cellular health
Lifestyle and wellness are shaping home care NPD
Reduced spending on non-essential products affects air care staying power
Key attributes: Sustainability has evolved from a niche preference into a standard
NPD responds to demand for safe, effective and sensorial home care solutions
Sustainability credentials and skin-friendly benefits drive NPD
Enhanced nappy/diaper/pant offerings resonate strongly with consumers
Key attributes: The importance of sustainability continues to grow
Brands develop targeted products to address distinct consumer needs
Monitoring Innovation for business growth
Passport Innovation: Methodology
Passport Innovation: What's covered?
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
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