CHICAGO — Protein, functional benefits and convenience were among the attributes that propelled product innovations to succeed last year, according to the 2024 New Product Pacesetters report from the market research firm Circana.

The annual review, which analyzes the top performing new products released in the prior year, found consumers embraced launches that emphasized product solutions for evolving lifestyle and occasion needs, such as elevated wellness benefits.

“Innovation remains at the heart of growth and consumer connection,” said Lisa Maas, principal and practice lead of innovation at Circana. “The 2024 Pacesetters tap into the emotional and practical needs of modern consumers. Whether it is indulgence paired with protein, enhanced wellness or iconic brands solving for evolving needs in new spaces, these products resonate because they make life easier, better and more enjoyable."

The food and beverage pacesetters were led by Just Bare lightly breaded chicken, a frozen offering from JBS USA. Just Bare’s chicken generated $368.4 million in sales, more than double the sales of the No. 2 product on Circana’s list. The product, offering 16 grams of protein per serving, tapped into consumer desire for easy protein solutions, according to Circana.

Over 30% of shoppers report searching for new food products high in protein to meet their protein consumption goals, a trend fueled by healthier lifestyles and the growing GLP-1 population.

“This year, the protein universe expanded with transformative items,” the company said. “Protein-rich innovations span every daypart in snacks, sweet treats, breakfast cereals and cookies. Protein’s presence in new formats and lifestyles of a broader swath of consumers has led to an outsized contribution to sales.”

The prevalence of protein also helped the launches of Golden Island’s Korean barbecue flavored dried meat snacks, the No. 8 pacesetter with $66 million in sales, and frozen lightly breaded chicken from Real Good Foods, the No. 9 pacesetter with $63 million in sales.

Other products in the top 10 included the fifth-ranked Feastables confections from YouTube personality MrBeast ($84.5 million in sales) and the seventh-ranked Legendary Foods toaster pastries, a PopTart alternative boasting 20 grams of protein per serving ($68.6 million in sales).

“This year’s Pacesetters embody the trends shaping markets today, from protein-powered foods to elevated hydration solutions and co-branded, new-to-market products,” said Joan Driggs, vice president of content and thought leadership at Circana. “These innovations demonstrate how CPG leaders meet consumers where they are while opening doors to new occasions and usage opportunities.”