No additives/preservatives claims dominate in clean label for F&B with starch. However, organic claims are observed to have the highest growth from 2014 to 2015. Sweet biscuits/cookies is the leading subcategory for F&B with starch which also features a clean label.
Vanilla-flavored F&B launches grew at a 6% CAGR between October 2021 and September 2026, Innova data suggests, driven in part by consumer demand for comforting flavors. Europe accounts for the largest share of launches (37%), with Bakery leading at 27%, followed by Desserts & Ice Cream (17%). Soft Drinks (+21% CAGR) and Iced Coffee (+43% CAGR) are emerging growth areas.
Innova Market Insights data shows protein ingredient use in food and beverage launches growing at a 5% CAGR from October 2021 to September 2025. Europe leads with 43% of launches, bakery is the top category at 17%, and milk protein is the most widely used ingredient. With 36% of consumers globally seeking high-quality protein, quality is becoming a key focus.
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.
