Innova Market Insights data reveals steady growth in F&B launches featuring citrus ingredients, up 3% between July 2020 and June 2025. Europe accounted for over half of these launches, with Soft Drinks being the top category. Meanwhile, citrus use is expanding into Hot Drinks, Sauces, and Seasonings, highlighting its versatility and continued appeal.

Innova Market Insights data indicates that health is a top priority for consumers worldwide, with 78% saying eating healthy foods is essential for them. Data shows that from July 2020 to June 2025, global F&B launches featuring health claims grew by 2%, particularly in the Bakery, Dairy, and Soft Drink categories. No additives was the top health claim, and hydration claims increase for NPD. Global growth in F&B launches with protein ingredients had a 4% year-over-year increase.

Innova Market Insights data reveals that 68% of global consumers view botanical flavor ingredients as sustainable. The use of botanicals in food and beverage launches is growing worldwide, with 45% of these launches occurring in Europe. Bakery and confectionery are the leading categories for botanical ingredient introductions. Clean label and diet claims are also driving the growth of F&B products featuring botanical ingredients.

Innova Market Insights data shows that more than 1 in 2 of consumers are willing to try out plant-based fish. Majority says that they would prefer it to mimic the original product in the taste and texture. Overall plant-based fish & seafood launches had a 22% growth from July 2020 to June 2025 with majority of these launches being in Europe.

Innova Market Insights data indicates that 40% of consumers globally have increased their protein intake, driving innovation in alternative proteins. NPD in this space grew by 4% between April 2020 and March 2025. Nearly half of all global alternative protein launches were in Europe, with Bakery & Bread products leading globally.

According to data from Innova Market Insights, consumers express interest in AI involvement in F&B production. Globally, 41% see significant potential in using AI to develop F&B products, encouraging the market to explore new AI-driven innovations. Key drivers behind this interest include health benefits, improved cost-effectiveness, and enhanced flavor and taste.

Innova Market Insights data reveals that 32% of global consumers have increased their consumption of Desserts and Ice Cream, driven by greater variety and novelty. Taste and the pursuit of happiness are the key motivators in choosing these products. This demand has fueled innovation, leading to an 8% global increase in new product development. Leading claims in the Ice Cream and Dessert category are dietary needs, clean label, and indulgence.

Innova Market Insights data indicates +5% average annual growth in F&B launches featuring flavor-enhancing, texturizing, and emulsifying ingredients. This trend aligns with the 40% of global consumers who say rich taste and flavor make food and beverages stand out. Europe led with 39% of these launches, with Bakery being the top category for NPD.

Innova Market Insights data reveals a rise in food and beverage launches across Asia, driven by consumer demand for indulgence. Nearly two-thirds of Asian consumers turn to premium or indulgent food and beverages to boost their mood. China led the region in total launches, while the Philippines grew fastest. Snacks were the leading category for new product development in Asia.