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Sustainable ingredients

Apr 2023

Innova Market Insights spots that new farming systems are improving quality and sustainability, leading to renewed consumer interest in food sources. New product launches show brands are emphasizing the use of upcycled, organic and sustainably farmed ingredients on product labels.

Pipcorn
Pampa Vida
Pulp Pantry
Australia’s Own
Down To Earth
Gutsy
Pana Organic
Koawach
Little Lunch
Wild Tonic

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Pipcorn Heirloom Snack Twists Sea Salt (United States)

  • Corn twists with sea salt, in a 128g plastic flat pouch.
  • 40% less fat. 
  • Real non-GMO ingredients. 
  • Made with upcycled heirloom corn flour that is nutritious and sustainable. 
  • Certified vegan. 
  • Gluten-free. 
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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