Innova Market Insights data shows that 40% of consumers worldwide consider flavor the most important factor when shopping for food. Rich flavor or taste is an attribute that makes F&B products stand out, with 31% of consumers citing flavor combinations as particularly attractive.

Innova Market Insights data shows that the most common reason why consumers choose dairy alternatives is because they see them as “natural” (35%). The recent survey also found that 32% choose dairy alternatives for digestive health. Almond- and oat-based options were the most popular among consumers.

Innova Market Insights data indicates a +19% increase in Halloween-themed product launches between October 2020 and September 2025. Brands are introducing limited-edition flavors with spooky or spicy twists, while also transforming familiar products into playful shapes like pumpkins and ghosts.

According to Innova Market Insights data, consumers are interested in various ingredients as their protein sources. One in two consumers picks rice as their primary protein source. Some 43% of consumers name vegetables (broccoli, spinach, asparagus, etc.) as their preferred protein source, while 41% pick various nuts, opening a path to ingredient innovation in F&B space.

Innova Market Insights reveals a clear shift in consumer habits: 39% have adjusted their diets to cut back on processed and packaged foods. In comparison, 26% specifically aim to eliminate processed snacks and junk food. This opens a path to health innovation as consumers start to search for healthy claims & ingredients in processed foods.

Innova Market Insights data shows that F&B launches featuring sustainable and ethical claims increased by 5% between July 2020 and June 2025. Bakery was the leading category, accounting for 25% of NPD during this period. Additionally, sustainable Hot Drinks increased, rising by 9% over the five years.

Innova Market Insights indicates a 22% year-over-year growth in snack launches featuring health claims between April 2023 and March 2025. Over half of these launches were from Asia. Snack nuts and seeds were the top subcategory, and almond was the top ingredient. The top three health-related positionings were heart health, energy and alertness, and weight management.

Innova Market Insights data indicates 9% growth for color ingredient use in F&B launches globally from April 2020 to March 2025. Bakery & Confectionery was the leading category for these launches, and there is also an increase in color ingredient use for various drink launches, such as Hot Drinks and Soft Drinks.

Innova Market Insights data indicates a 5% increase in vegan food and beverage launches between April 2020 and March 2025. Bakery was the top category in launches with vegan claims, while sugar and sweeteners showed the most growth. Europe was the frontline of these launches, accounting for more than 60% of global NPDs. Nearly one in two vegan product launches was with an ethical-packaging claim.