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.
According to Innova Market Insights, more than half of consumers globally say they are consuming more protein than before. Many are also exploring plant-based sources, driven by perceived health benefits and easier digestion. Reflecting this interest, alternative protein product launches recorded a 2% CAGR from July 2021 to June 2026, with innovation continuing across the market.
Innova Market Insights data shows that consumers are actively reducing sugar intake as part of a healthier diet. Brands are responding with increased innovation: food and beverage launches carrying reduced-sugar claims grew at a 7% CAGR from July 2021 to June 2026. Soups and Sauces recorded the fastest growth in reduced-sugar launches over the period.
Innova Market Insights data indicates a 6% average annual growth in F&B launches with protein ingredients and high/source of protein claims between April 2021 and March 2026. The top subcategories were Cereal, Dairy, and Meat Substitutes. Soup and hot drinks with protein ingredients were emerging. The top protein ingredients were milk protein, pea protein, and soy protein isolate.
Innova Market Insights data shows that visual appeal plays a significant role in food and beverage choices. Around 23% of consumers look for visually engaging sensory experiences, such as vibrant colors, prompting brands to innovate with natural, eye-catching color solutions.
According to Innova Market Insights, consumers are cautiously warming to AI’s role in food and drink innovation: 17% globally say they feel very comfortable with AI being used in product development, while 26% are comfortable with AI creating new flavor combinations. In response, brands are integrating AI into NPD across areas such as recipe creation, mascot development, and food safety monitoring. At the same time, they are using AI to drive innovation that directly address consumer concerns about the technology itself.
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.
