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Healthy indulgence

Sep 2024

Innova Market Insights data indicates that indulgent food and beverage with health claims were increasing globally, featuring a 4% average annual growth rate between July 2019 to June 2024. The top indulgent categories were Snacks (24%), Soft Drinks (18%) and Confectionery (17%). No additives/preservatives and Gluten-free were the top health positionings. Meanwhile, Prebiotic and Immune health claims showed the fastest growth during the same period.

Humble Warrior
Philosopher Foods
Boneyard
Good Heart
Dalston’s
Protein Beer
Alpino
Good Brew
Gin Happy Snacks
Maize & Grace

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Humble Warrior Sparkling Pomegranate Hibiscus Drink (UK)

  • Sparkling pomegranate hibiscus with natural vitamins and minerals. 
  • With lush pomegranate, acerola cherry and just the right hit of floral hibiscus. 
  • Made purely from plants, each can delivers 100% of your daily vitamin C to help power your immunity. 
  • Low calorie (35kcal). No added sugar. Contains naturally occurring sugars.
  • 4 x 250ml aluminum cans in a carton folded box.
Innova Market Insights data shows a rapid rise in food & beverage launches featuring nostalgic claims, with a 29% increase from July 2019 to June 2024. While these claims were most frequently applied to Alcoholic Beverages, particularly beer, the past year has seen a significant surge in their use for Soft Drinks. Over five years, this category experienced a 136% growth, with iced tea leading the way in this trend.
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Innova Market Insights data indicates that there was a 4% average annual growth from April 2019 to March 2024 for fruit & vegetable NPD. 68% of these launches were in the Vegetables category and this category is expanding the fastest with 5% growth in the last five years. Fruit launches are also gaining ground with 3% growth.
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Innova Market Insights data indicates that there was a steep growth in F&B launches with upcycling ingredients, featuring a 47% average annual growth between April 2019 and March 2024. The top three categories in launches with upcycling ingredients were Bakery, Snacks and Cereals.
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Today's consumers are increasingly demanding, continuously seeking more exciting and enhanced taste experiences. In response, brands are exploring the synergy between flavor and texture to elevate the sensory experience. For example, vanilla flavors are making a comeback by enhancing smoothness, while unique textures are being introduced to add elements of surprise and novelty in unexpected ways.
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Innova Market Insights data indicates that between April 2019 and March 2024, there was an average annual growth rate of 5% in food launches with “free from” claims globally. The top three categories of launches with free-from claims are Bakery (16%), Sauces & seasonings (10%), and Snacks (10%). Gluten-free was the claim with the most shares during the April 2023 – March 2024 period.
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Innova Market Insights data indicates that there is a steep growth in plant-based Meat & Dairy Alternatives launches with a 10% average annual growth from April 2019 to March 2024. The top flavors for these launches are vanilla, milk chocolate and strawberry and smoked flavor. The fastest growing flavors for these plant-based launches are caramel, stracciatella and macadamia nut.
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