Mintel Most Innovative, created to celebrate the best in consumer packaged goods (CPG) innovation, is back for its second year. The global recognition project aims to spotlight brands that are redefining categories, setting new standards, and inspiring the industry to think bigger and bolder.
Submissions for the 2026 awards are now open in three categories – Beauty and Personal Care, Household, and Food and Drink.
Mintel president of Global Research and Insights, Julie Lizer, said the project comes at a pivotal time, with only 35 per cent of global CPG launches in 2024 being genuinely new products. Ten years ago, that figure was 46 per cent, and in 1996, it was 75 per cent.
“CPG innovation has never moved faster or felt more pressured. Consumers of all ages, especially Gen Alpha, Gen Z and Millennials, are eager to experiment and try new things, and they expect brands not just to keep up, but to stay a step ahead.
“Despite this urgency, true innovation is at an all-time low, with too many launches relying on safe, incremental updates,” said Lizer. “The tension between the pace of consumer change and the slowdown of breakthrough innovation is a defining challenge for the industry.
“Mintel Most Innovative provides the definitive pulse check on what real innovation looks like today, spotlighting the products and brands that are setting the standard and proving what’s possible when insight and creativity come together.”
Previous winners have showcased how bold moves reshaped their categories. Häagen-Dazs looked outside the freezer for the first time when it developed its Vanilla Bean Cultured Crème product. It was a calculated risk for the brand to launch a dairy and gluten-free yoghurt that opened new growth opportunities for the brand.
This year’s winners will be selected by a jury of industry thought leaders, academics and Mintel experts in marketing and innovation, including the following confirmed judges (more to follow):
- Professor Pierre Chandon, the L’Oréal chaired professor of Marketing, Innovation and Creativity at INSEAD and director of the INSEAD Sorbonne University Behavioural Lab;
- Junghoon Moon, director of FoodBiz Lab, professor at Seoul National University;
- Jacqui Parr, managing editor, The Grocer;
- Kim Berry, managing editor, Australian Bartender and Food & Drink Business;
- Kirsty Dolan, editor, Cosmetic Design Europe; and
- Angelia Teo, strategist, coach, storyteller, Future Semiotic System founder.
Mintel Global CEO, Matt Nelson, said innovation isn’t just about launching something new.
“It’s about creating meaningful change that resonates with consumers and has the potential to influence business, culture, and even society at large. The most impactful products don’t emerge in isolation. They are grounded in deep insight and a clear vision of what’s next.
“With our global perspective and predictive capabilities, we see where consumer demand is headed and how brands can unlock growth by acting boldly. That’s why we’re shining a light on the brands driving change, defining true innovation in CPG and beyond.”
For more information and entry pack, click here.
