Innova Market Insights data reveals a +5% increase in food and beverage launches containing preservatives from October 2019 to September 2024. Europe led the market, accounting for 42% of these launches, with the Bakery category making up 13% as the top segment. Notably, plant-based claims are experiencing rapid growth among preservative-inclusive launches, with citric acid emerging as the leading preservative ingredient.
Innova Market Insights’ Top Trends for 2025 highlight quality ingredients as a key selling point for brands. Globally, 42% of consumers associate quality with health benefits, driving an increase in health claims for food and beverage launches. Additionally, there is a growing emphasis on digestion and beauty-related claims in the industry.
With global consumers increasingly prioritizing sustainability, sustainable F&B launches are on a steady growth path. According to data by Innova Market Insights, F&B launches with sustainable ingredients saw a 7% average annual growth rate across various categories between July 2019 and June 2024. From July 2023 to June 2024, over half of these launches were in Europe. Key ingredients like cocoa, wheat, and milk are driving innovation in this space.
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.
According to data by Innova Market Insights, clean label claims greatly influence consumer decisions and drive growth in NPD globally. From July 2023 to June 2024, Europe accounted for 42% of clean label product launches. These claims are also increasing in meat substitutes, especially soy and tofu-based products. Moreover, ingredient launches featuring red chili pepper and black tea are gaining ground rapidly.
Innova Market Insights data indicates that consumers globally seek out texture and taste for an extra touch of indulgence. Emulsion launches with emulsifiers and texturizers grew 9% annually from July 2019 to June 2024, with Europe accounting for 31%. Increasingly used in soft drinks, sauces, and dairy, emulsions are also seeing more reduced fat claims.
Innova Market Insights data indicates that half of consumers worldwide prioritize familiar culinary formats when purchasing plant-based products. From July 2019 to June 2024, food & beverage NPD featuring plant-based claims increased by 18%. The Dairy category accounted for almost one-third of the launches, while plant-based Confectionery experienced the fastest growth.
