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.
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.
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.
