The Innovation Barometer, powered by BASES Innovation Measurement and Consumer Panel Services (CPS), quickly identifies, categorizes, and measures innovations, to bring you a quarterly update on the most active players in CPG innovation, what’s up, what’s down, who’s winning, who’s losing and more. By using NielsenIQ sales data and consumer panel data, we give you an overview of innovation activity and performance across six key super-categories: food, confectionary and snacks, beverages, alcoholic beverages, home care and personal care.
September 2026 Edition
What is the current state of innovation in the CPG industry in Western Europe?
Compared to a year ago, total sales increased by 2.1%, while sales coming from innovations declined by 0.2%.
The overall number of products available in the market across all categories decreased by 1.2%, with a decline in new products of almost 17%.
Over the last year, innovations were, on average, 9% more expensive than the average FMCG product price.
While average item value velocity increased, innovation velocity decreased.
Together with holding the largest share, Food, once again experienced the steepest decline in the number of innovation items
183k
innovation items were launched in last 52 weeks (-16.9% vs a year ago)
Innovation Contribution
Home Care
24.7%
+1.3 pts vs YA
Total Market
9.6%
–0.2 pts vs YA
Non–Alcoholic beverages
4.9%
+0.1 pts vs YA
Average Item Velocity
Food
12.713
-5.5% vs YA
Total Market
8.477
-1.4% vs YA
Personal Care
4.193
+6.5% vs YA
Category Spotlight
Alcoholic Beverages
UK and Germany have increased their innovation contribution within the Alcoholic beverages category
Innovation sales holds
4.9%
of total Alcoholic Beverage value sales in Western Europe
% of Innovation Contribution to Total Value Sales
5 most innovation active brand owners in Alcoholic Beverages
1
Heineken
78
2
Diageo
71
3
Carlsberg
54
4
AbInBev
50
5
Pernod Ricard
33
Source: BASES Innovation Measurement, Europe (France, Germany, Italy, Spain) Alcoholic Beverages: Latest 52 weeks until August 9th 2026; Total number of innovations by brand owner (product x country counts)
Alc. Beverages launches reach few buyers, but those who try come back
Across countries, top 5 selling new products on average struggle to reach 1pt of penetration. Italy is the only exception.
Source: NIQ Homescan data. Top innovations cover New Brands/brand extensions and New Sub-brands, that launched in the past 52 weeks and have at least 12w of presence. Ranking is based on past year value sales within each country. Top Trial / Repeat NPD identified within Top 5 selling launches per country (based on value sales) that reached at least 0.2% penetration and scored the highest Trial and / or Repeat until August ’26
Want to know which innovations made the cut?
Italy leads on trial, the UK on repeat – the two markets where Alc. Bev innovations show most potential
Source: NIQ Homescan data ending May 2026. Top innovations cover New Brands/brand extensions and New Sub-brands, that launched in the past 52 weeks and have at least 12w presence. Ranking is based on past year value sales within each country. Top Trial / Repeat NPD identified within Top 10 selling launches per country (based on value sales) that reached at least 0.5% penetration and scored the highest Trial and / or Repeat until May’26
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