Innova data shows consumers prioritize protein and fiber when purchasing snacks. However, flavor remains the most important factor in snack choice, driving steady annual growth in product launches from 2021 to 2025. Most of these launches were in Asia, while the market researcher also tracked a significant increase in air fryer snacks and hot & spicy flavors.

Data from Innova Market Insights shows that consumers are increasingly curious about texture when purchasing indulgent F&B products. They are drawn to smooth, creamy textures while also exploring sensory experiences, such as sound and mouthfeel. This growing interest has been a key driver in the rise of F&B launches featuring texture-focused ingredients.

Innova Market Insights data indicates that consumers worldwide increasingly link product quality with extended shelf life and “natural” ingredients. Over the past five years, there has been a notable rise in product launches featuring natural preservatives. These ingredients are often marketed with clean label claims and positioned as supporting specific dietary needs, reflecting the growing demand for transparency and healthier options.

Global confectionery launches are on the rise as consumers increasingly opt for sweets, particularly chocolate, as a source of indulgence. Europe was the leading region for confectionery NPD, with various chocolate types tempting consumers and experiencing fast market growth.

Innova Market Insights highlights “Powerhouse Protein” as the top trend for 2026. Consumers are looking for protein products with additional health benefits to improve their nutrition. Other trends for 2026 include a focus on digestive health and indulgence, standalone plant-based products, and a strong emphasis on beverages with added benefits.

Innova Market Insights data shows an increase in global Confectionery launches, with 7% average annual growth from October 2020 to September 2025. Half of consumers worldwide identify taste as the most important aspect of sugar confectionery. Europe (37%) was the leading region. The most launched subcategories were Chocolate Blocks and Sugar Confectionery.

Innova Market Insights data reveals that 30% of consumers globally look for animal welfare claims on F&B products. Additionally, 27% say they are willing to consume meat or dairy from farms with higher animal welfare standards to show support. Globally, there has been a 4% growth in ethical animal welfare claims in F&B launches (October 2020–September 2025). 

Innova Market Insights data shows that consumers worldwide are actively reducing salt in their diets, with 60% opting for the reduced-sodium claim. This has led to an increase in launches with fewer salt claims and an 11% year-over-year rise in this NPD from July 2023 to June 2025. Cooking Sauces & Seasonings had the most launches, but there is also a rise in the use of less salt claims for Hot & Soft Drink launches.

Innova Market Insights data show that 72% of consumers worldwide actively limit their sugar intake. This trend is driving the market toward sweetener innovation, with an average growth of 8% from July 2020 to June 2025. Soft Drinks hold the largest share of NPD, while the use of sweeteners in Hot Drinks is increasing. Sucralose is the leading sweetener used for NPD, but monk fruit concentrate is experiencing the fastest growth.