The ability to innovate remains a strategic factor for consumer goods, but in Spain the number of new products launched continues to lag behind in the past. This is according to the 2025 edition of the Innovation Radar, developed by Promarca and Worldpanel by Numerator, which highlights that 75 innovations were recorded last year, the same number as in 2024 but far below the 156 recorded in 2010.
The data confirms a 52% decline over the past fifteen years, highlighting a context in which innovation is struggling to translate into tangible growth. According to the study, only 29% of new launches exceeded the average penetration level for their product category. This is better than the 22% in 2023 and 24% in 2024, but still far from the 57% recorded between 2014 and 2020.
The survey highlights how a product's success depends not only on its market launch, but above all on its ability to reach consumers. The average distribution of innovations reached 27,9% in 2025. The best-performing products achieved an average distribution of 47%, while the least effective ones hovered around 20%.
Regional retailers played a growing role in launching new products. Chains such as Eroski, Alcampo, Ahorramas, Gadisa, and Consum, along with El Corte Inglés, confirmed their position as important channels for innovation. Among the major national and international operators, Carrefour stood out for the number of new product introductions. Dia, Aldi, and Lidl had a more limited presence, while Mercadona did not see any introduction of innovations from industrial brands.
Manufacturer brands continue to dominate the innovation landscape, accounting for 88% of launches in 2025, compared to 12% for private labels. Among manufacturer-branded innovations, 55% come from multinationals and the remaining 45% from Spanish companies.
Fernando Fernández, president of Promarca, emphasized how innovation must be accompanied by a real ability to reach the shelves and influence consumers' purchasing decisions, generating value for the entire category.
Trend-wise, pleasure remains the main driver of innovation, with 43% of launches focused on offering new consumer experiences. Convenience follows, accounting for 21% of new products, followed by health at 13%, and offerings that combine well-being and taste at 11%.
Among the products that achieved the best results were Fairy Poder 3 en 1 from Procter & Gamble, Nocilla Crunchy from Idilia Foods, Pascual Lateado, YOSOY Barista Pistacho, Mix Ups Queso from PepsiCo, Sorbete Posidonia, CPC Cymenol from Deliplus, Elvive Glycolic Gloss from L'Oréal, Carbonell Virgen Extra and Nescafé Caramelo.
Despite the decline in the overall number of innovations, the report highlights how they continue to generate economic value. Indeed, 64% of the value created by new launches was incremental, while 36% replaced existing products. Among industrial brands, the share of added value rose to 65%, compared to 43% for private label brands, confirming the central role of innovation as a driver of growth and differentiation in consumer goods.
