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.

Innova Market Insights data shows that consumers are actively reducing artificial ingredients in favor of natural alternatives. The use of natural colors in F&B launches is rising, with +9% growth from 2021 to 2025. Bakery leads in overall usage, while soft drinks show the fastest growth in natural color adoption.

According to Innova Market Insights, global consumers increasingly view reduced-salt claims as a vital element in making indulgent foods healthier and supporting healthy aging. This consumer shift is driving a surge in product launches featuring reduced-salt claims, particularly within cooking sauces and seasonings, as brands respond to the growing demand for healthier, yet flavorful, options.

Innova Market Insights data reveals that consumers increasingly link lighter textures with healthier indulgence, favoring smooth and crunchy formats that balance pleasure with perceived wellness. These preferences continue to shape innovation, with fats and oils playing a central role in delivering appealing textures.

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.