Innova Market Insights data reveals that 52% of US and Canadian consumers believe botanical flavors like herbs and florals are healthy and sustainable. According to the data, North America accounted for nearly 1 in 3 launches for clean label NPD with natural extracts. Nearly a third of these launches were in the Bakery sector. While sweet biscuits and cookies lead product launches, energy drinks with natural extracts are growing the fastest.
Innova Market Insights data indicates that consumers globally associate indulgent F&B experiences with healthier enjoyment. The market is responding to this demand, with confectionery, bakery and snack launches featuring healthy claims growing at a 4% CAGR from July 2021 to June 2026, led by Europe with a 35% share of NPD, while bakery and snacks were the leading categories.
Innova Market Insights data show that consumers are increasingly seeking healthier indulgent snacks, particularly products that avoid ingredients perceived as unhealthy. Snack launches with healthy claims grew at a 7% CAGR from July 2021 to June 2026, with Asia leading globally. Fruit-based snacks were the leading subcategory.
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.
