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.
Beverages are at the forefront of wellness innovation in 2026, according to Innova Market Insights. Products designed for hydration, convenience, and functional benefits are driving growth, with 51% of global consumers increasing consumption of beverages they perceive as healthy. Leading claims influencing purchase decisions include low or reduced sugar, natural ingredients, and high protein content — reflecting a shift toward products that combine both taste and wellness.
Data from Innova Market Insights shows a growing global focus on health when selecting food and beverages. Consumers are increasingly seeking products fortified with health-supporting ingredients — such as added vitamins, omega-3s, minerals, fiber, and protein — underscoring the rising importance of nutrient-rich, wellness-focused offerings.
Innova Market Insights data indicates a 5% compound annual growth in F&B launches between April 2021 and March 2026. The top packaging types were flat pouch, folded box, and bottle. More than half of launches were packed in plastic, while molded fiber packaging shows strong growth. Recyclable remained the top environmental claim, as reusable claims gain traction.
Innova Market Insights data indicates a 3% CAGR in plant-based F&B launches between 2021 and 2025. Dairy and Meat Substitutes remain the key categories, while Fruit & Vegetables showed the fastest growth (36% CAGR) during the same period. Emerging ingredients in plant-based launches include sucralose, oat flake, and vegetable fats.
According to Innova Market Insights, more than half of consumers globally are actively seeking to increase their protein intake. In recent years, F&B product launches featuring protein ingredients have risen steadily. A variety of protein types are gaining traction, including milk protein crisp, yeast protein, cranberry protein, soy protein crisp, and tofu protein.
According to Innova Market Insights, attitudes toward ultra-processed foods are changing. Consumers increasingly associate ultra-processed foods with unhealthy indulgence, but their habits are shifting, particularly with a rise in cooking from scratch. This shift means many products require reformulation to deliver the fresh, authentic characteristics consumers seek.
