Consumers globally are more willing to pay a premium for sustainable products when waste reduction and upcycled ingredients are part of the proposition, Innova Market Insights data suggests. Brands appear to be responding, with F&B launches with food waste claims recording a 15% CAGR from July 2021 to June 2026.

Innova Market Insights data shows that consumers are turning to sweet baked goods to satisfy their appetite for indulgence, fueling innovation across the Bakery category. Product launches grew at a 4% CAGR from July 2021 to June 2026, with Sweet Biscuits and Cookies accounting for more than one-third of launches and Cakes and Pastries continuing to gain momentum.

Innova Market Insights data indicates that consumers globally are reducing artificial ingredients in their diets to eat healthier. Global data also shows that clean label claims are gaining ground in food and beverage launches, with more than one-third of launches occurring in Europe. Cooking sauces and seasonings accounted for the largest share of launches, while soft drinks recorded the fastest growth in clean label claims.

Innova Market Insights data indicates that consumers are actively reducing sugar to eat healthier. As demand for healthier F&B options grows, brands are reformulating products and exploring new sweetener ingredients. This trend is reflected in a 9% CAGR for F&B launches globally with sweetener ingredients between July 2021 and June 2026. Europe and Asia accounted for most of these launches, while Soft Drinks was the leading category for NPD.

Innova Market Insights data shows that vanilla ingredient use in food and beverage launches is gaining momentum, as consumers continue to associate vanilla with indulgence and comfort. Bakery remains the leading category for vanilla ingredient use, but the flavor is also expanding into functional nutrition. Notably, vanilla sports protein RTD launches recorded a 73% CAGR from April 2021 to March 2026.

Innova Market Insights data shows that consumers are increasingly looking to include plant-based ingredients in their diets. This demand is supporting steady innovation, with global F&B launches featuring plant-based ingredients growing at a 4% CAGR from April 2021 to March 2026. Bakery and Confectionery currently account for the largest share of launches, while Table Sauces and Dressings are emerging as the fastest-growing category.

Innova Market Insights data show that consumers link rich sensory experiences, such as creamy textures, with indulgence in food and beverages. This perception is fueling growth in emulsifier launches, particularly in the bakery sector, which continues to lead this trend and offers significant opportunities for product innovation.

Innova Market Insights data shows that consumers value rich flavor and taste to enhance their food and beverage experience. This has driven growth in product launches featuring flavor enhancers, with one-third of these launches occurring in Europe. Snacks lead in launch activity, while beverages and desserts show the strongest potential for innovation.

Innova data shows that consumers are actively reducing sugar in their diets. This trend drove +5% increase in reduced-sugar claims in F&B launches from 2021 to 2025. Europe accounted for the most product launches, while Soft Drinks was the leading category. Energy Drinks showed a significant increase in reduced-sugar claims in new product development.