This report utilises Euromonitor International’s new Passport Innovation platform to explore new product launches across beauty, health and home categories. The report features new brand and sub-brand launches and their attributes across the beauty and personal care, consumer health and home care industries. Three key innovation trends are identified for each of the industries, with product examples from large global e-commerce retailers launched in 2025.
Delivery
This report comes in PPT.
Key Findings
Innovation in beauty and personal care
New product launches at online retailers slowed in the first half of 2025, as companies responded to softer consumer spending through strategic retrenchment. Brands are prioritising sub-brands under existing brand umbrellas to accelerate speed-to-market and reduce risk. Moisturisers and treatments lead in new launches, while conditioners and treatments rank second, reflecting continued premiumisation and clinically inspired solutions in hair care. Looking ahead, innovation will centre on value-driven, science-backed solutions that balance quality, efficacy and affordability, with a growing focus on personalisation, longevity and holistic wellbeing.
Innovation in consumer health
While households still prioritise health, despite tighter budgets, new product development is under pressure, with launches down in the first half of 2025. Vitamins and dietary supplements maintain leadership in launch volume, while sports nutrition presents opportunities for growth by shifting its positioning towards everyday wellness. Protein’s appeal is broadening beyond muscle support towards hormonal balance, gut health, immunity and mental clarity, with women now leading adoption. Healthy longevity is increasingly shaping innovation through a focus on cellular and metabolic health, while the “beauty from within” trend presents growth opportunities.
Innovation in home care
As price sensitivity intensifies, brands are adopting more selective, risk-averse innovation strategies, reflected in slower new product launch activity. Laundry care remains the most active category, expanding its share of total NPD and showing resilience. Dishwashing holds strong growth potential, but remains the least active in new launches, presenting untapped growth potential. Ultimately, innovation centres on creating products that deliver tangible benefits, justify their price, and enhance the user experience through a sustainable and wellness-led positioning.
Why read this report?
Key findings
Innovation in beauty health and home: Efficacy, personalisation and affordability
Tracking product longevity across adjacent industries and categories to inform NPD
NPD overview: New brand launches record sharper decline
Hair care and deodorants gain momentum through premiumisation and functionality
Top three innovation trends in beauty and personal care
Key claims in hair care offer results-driven benefits and elevated care
NPD highlights: Creating added value with multifunctional, hybrid product launches
NPD highlights: Dermo-led positioning in skin care and beyond
NPD highlights: Meeting current skin-health needs with a focus on long-term benefits
Recommendations: How to win
NPD overview: Health remains essential, but crossover innovation fuels competition
VDS leads, while sports nutrition presents opportunities for growth
Top three innovation trends in consumer health
Sports nutrition’s expansion into daily wellness
NPD highlights: Protein products target new markets and consumption occasions
NPD highlights: Longevity ingredients take centre stage in healthy ageing positioning
NPD highlights: Formulated to support beauty from within
Recommendations: How to win
NPD overview: Fewer launches, more targeted approach to innovation
Laundry care lead in new launches, while dishwashing presents potential
Top three innovation trends in home care
Laundry care: Blending sustainable values with a healthy lifestyle appeal
NPD highlights: Multipurpose and cost-effective cleaning solutions
NPD highlights: Where performance meets health and sustainability
NPD highlights: Driving connection and engagement through fragrance and LTOs
Recommendations: How to win
Passport Innovation: What’s covered?
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