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 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.
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.
