The core challenge for P&G's researchers is identifying truly novel ingredients that unlock breakthrough product experiences and validating their long-term potential in a crowded, competitive market.

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P&G's challenge in unearthing novel ingredients

Success for P&G's extensive portfolio, including brands like Gillette, Pampers, and Olay, hinges on spotting the next big ingredient – one that offers a unique functional or sensory edge and resonates with future consumer needs.

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This isn't just about keeping up with general trends; it's about deep-diving into the world of novel ingredients and understanding their potential impact on product efficacy, consumer perception, and market fit.

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Previously, identifying these "signal ingredients" meant extensive, often fragmented research. Piecing together weak signals from disparate sources consumed valuable time, delaying critical early-stage validation and, in turn, extending already lengthy product development cycles.

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P&G needed a smarter, faster way to turn raw ideas into market-ready products.

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→ Learn more in the Use Case: Innovation Management & Product Development

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Leveraging AI for accelerated ingredient discovery and product development

Trendtracker provides P&G with precisely the intelligence needed to pinpoint which ingredients will help them create breakthrough products.

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The platform acts as a critical starting point for their research, enabling teams to discover signal ingredients previously unknown to competitors.

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→ Read: How to Prioritize Trends for Innovation Roadmap

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P&G leverages specific boards within Trendtracker, including Global Trend Drivers, Olfactive Lexicon, and Signal Ingredients, to organize and explore this vital intelligence.

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This structured approach helps them:

• Discover and browse emerging ingredients and their applications across industries.
• Drill into relevant use cases and categories for specific product development.
• Make smarter connections between external ingredient innovation and P&G's internal priorities.

Crucially, Trendtracker empowers P&G to take an idea stemming from unique ingredient insights all the way through to a successful market launch, significantly shortening their time-to-market.

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One notable success saw P&G take an ingredient idea sourced directly from Trendtracker, which was not widely known by others at the time, and turn it into a successful product in the market.

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Trendtracker's AI Analyst capability is central to this process. It helps P&G understand how to integrate diverse ingredients into new products.

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Beyond product launch, AI Analyst continues to provide value by helping P&G monitor which ingredients and products are performing well in the market, guiding subsequent strategic decisions.

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This comprehensive view, from idea generation to post-launch analysis, empowers their analysts to make powerful connections and build informed strategies.

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This powerful intelligence isn't confined to a single region. Since 2024, Trendtracker has been supporting P&G's local teams, including the APAC team onboarded in April, ensuring global relevance and localized application of ingredient insights.

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Driving a competitive advantage through ingredient foresight at P&G

By providing a centralized source for signal ingredients and the deep context around them, Trendtracker has become an invaluable strategic companion throughout P&G's long product development cycle.

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→ Read: Getting Started with Trendtracker as a New User

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It empowers their teams to check market readiness (Go-to-Market strategies) and refine product concepts at various stages, ensuring that every innovation is grounded in unique, forward-looking insights.

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This ability to identify, integrate, and monitor truly novel ingredients gives P&G a significant competitive advantage, accelerating their journey from idea to market success and leading to breakthrough products that resonate globally.

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Ready to find your next breakthrough?  Explore how Trendtracker can accelerate your product innovation cycle.

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