According to data from Innova Market Insights, the Soft Drink and Hot Drink categories with functional health claims grew by 8% from 2020 to 2024, with coffee leading innovation. Functional coffee launches surged 29%, while iced coffee grew 21%, driven by consumer demand for more than just a caffeine boost. The fastest-growing functional claims were added iron, immune support, and oral health benefits.
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.
Innova Market Insights data reveals a rising wave of healthier indulgence, with categories like Desserts, Bakery, and Confectionery seeing a 4% growth in health-conscious offerings from 2020 to 2024. Leading the charge in 2024 is the Bakery (54%), but Confectionery, Desserts, & Ice Cream are quickly catching up with 5% growth in the five years.
