The new edition of the Innovation Radar, prepared by Promarca and Worldpanel by Numerator, confirms the central role of manufacturer brands as the engine of innovation in Mass Consumption, a trend that is also strongly reflected in the cosmetic and personal care sector. According to the study, in 2025, 88% of Mass Consumption innovations corresponded to manufacturer brands, compared to 12% driven by private label brands.
The report highlights that the market remains stagnant at 75 registered innovations, the same figure as in 2024, which represents a 52% drop compared to the 156 recorded in 2010. Despite this decline, turning an innovation into a success is increasingly complex: only 29% managed to exceed the average penetration of their category in 2025, compared to 57% registered between 2014 and 2020.
In the cosmetic field, the study cites as an example of successful innovation the Elvive Glycolic Gloss shampoo, by L'Oréal, along with the Sorbete Posidonia body cream, manufactured by RNB for Mercadona, within the ranking of launches that have managed to attract new buyers and expand the market.
The report also indicates that 55% of manufacturer launches come from multinational companies, compared to 45% from Spanish companies, and that innovations linked to pleasure account for 43% of the total, followed by convenience (21%), health (13%) and the combination of health and pleasure (11%).
In terms of value, 64% of the value generated by innovations is incremental for brands, and this percentage rises to 65% in the case of manufacturer brands, compared to 43% for private label brands. The average distribution of innovations reached 27.9% in 2025, although successful ones reach 47% of points of sale.
Fernando Fernández, president of Promarca, emphasizes that "innovating is not enough if that innovation does not effectively reach the consumer", and calls for an ecosystem that incentivizes "differentiation, investment and long-term quality" against the growing homogenization of the offer.