Natural colorings are already being applied more often than artificial colorings and are showing faster growth too. The categories with the most product launches tracked with natural colorants are confectionery (15.9%) and bakery (14.2%).
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.
Innova Market Insights data shows an increase in global Confectionery launches, with 7% average annual growth from October 2020 to September 2025. Half of consumers worldwide identify taste as the most important aspect of sugar confectionery. Europe (37%) was the leading region. The most launched subcategories were Chocolate Blocks and Sugar Confectionery.
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.
