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Sustainability driving NPD

Sep 2023

The food and beverage industry is rapidly embracing sustainability to meet environmental concerns and consumer preferences, with a notable 5% global average annual growth in launches featuring ethical claims over a five-year span from July 2018 to June 2023. This includes a spectrum of practices like sustainable sourcing and farming, the promotion of healthy eating, innovative packaging and the integration of circular economy principles.

Cadbury
Bjorg
This
Suzies
Moro Primero
Helios
Top Of The Mornin
Arla
The Pahadi Story
Pukka

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Cadbury Milk Chocolate and Dream White Chocolate Blend with Hazelnut Praline Centre (Singapore)

  • Made with 100% sustainably sourced cocoa. 
  • Cadbury is committed to supporting farmers and communities through Cocoa Life, promoting education and entrepreneurship for a positive impact.
  • Comes in a 173 g plastic flat pouch. Recyclable packaging. Redcycle.
Innova Market Insights data shows a 5% increase in food & beverage launches featuring ethical claims from July 2019 to June 2024. The bakery category led these launches, accounting for 13% of NPD, while meat substitutes saw the most significant growth, with a 14% increase over five years. Ethical environmental claims also experienced a 14% growth during this period.
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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.
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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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