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.

Innova Market Insights data shows that digestive and gut health is the leading health driver behind functional food and beverage purchases. This trend has fueled market innovation, with digestive/gut health claims growing at an average rate of 5% from April 2020 to March 2025. Key ingredients supporting this growth include fiber, vitamin D, and probiotics.

Food and beverage NPD is taking a circular turn, with brands turning food waste into flavorful innovation. From sparkling lemonade brewed with rescued ginger to creamy cheese made from ham off-cuts, upcycled ingredients are transforming overlooked by-products into premium launches.

Innova Market Insights data shows a +2% growth in functional health claims for F&B launches from 2020 to 2024. Functional Hot Drinks led the growth with a 13% increase over five years, followed by Spreads with an 11% growth, and Desserts and ice Cream, which had a 9% increase. Hair Support, Energy/Alertness, and Digestive/Gut Health were the fastest-growing claims.

Easter has long been associated with eggs, but now sustainability and health claims are transforming the tradition. Innova Market Insights data reveals a 13% rise in plant-based egg launches from 2020 to 2024, as brands innovate with vegan alternatives such as scramble substitutes, poached options, liquid egg replacements, and even reinvented traditional egg recipes.