In recent years, most of the top health claims have increased within all food & beverage launches tracked, catering to the demand for health related market segments. Clean label (e.g. no additives, organic and natural) and free from (gluten free) lead as key health claims. Alternative proteins applications and innovation is emerging strongly, driven by free from and clean & clear label trends.
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.
Innova Market Insights data shows that consumers are interested in brands that enhance the flavor of plant-based offerings. Some 59% of consumers globally name taste improvement as essential for meat and dairy alternatives. Dairy Alternative Milks are currently the most established product launches, while soy and tofu products show the most potential for NPD. Vegetable, falafel, and chickpea flavors lead the innovation for taste improvement.
According to data from Innova Market Insights, 67% of consumers worldwide are actively reducing artificial additives (such as flavors and colors) from their diets. In response, the use of natural color ingredients in global F&B launches has increased with an average annual growth of 8% from July 2020 to June 2025. Natural colors are most used in Bakery and Confectionery products, but their use in Hot Drinks is rising.
Innova Market Insights data reveals steady growth in F&B launches featuring citrus ingredients, up 3% between July 2020 and June 2025. Europe accounted for over half of these launches, with Soft Drinks being the top category. Meanwhile, citrus use is expanding into Hot Drinks, Sauces, and Seasonings, highlighting its versatility and continued appeal.
