Charmin Ultra Soft Smooth Tear named No. 1 nonfood product by Circana in 2024

Circana released its annual New Product Pacesetters 2024 report, which identifies the most impactful innovations of the previous year across food, beverage, and nonfood sectors. Now in its 30th edition, the study revealed significant shifts in consumer behavior, with a strong focus on convenience, wellness benefits, and trusted brand experiences.

In the nonfood category, Charmin Ultra Soft Smooth Tear, from Procter & Gamble, secured the top position. Developed over five years, the product was specifically designed to address one of consumers’ biggest frustrations: uneven tears. The solution reinforces Charmin’s strength in combining research, development, and innovation to deliver a superior everyday experience.

“Innovation remains at the heart of growth and consumer connection. 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”, said Lisa Maas, principal and practice lead, Innovation, at Circana.

With its leadership in the nonfood category, Charmin Ultra Soft Smooth Tear stands as a clear example of how innovation in essential products can drive differentiation, win consumer preference, and deliver strong results in mature markets such as the North American tissue industry.