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.
Innova Market Insights data shows that 76% of consumers globally say that food and drinks can improve their mood. New product launches highlight how vibrant colors can enhance visual appeal, add a sense of fun, and make everyday eating experiences more enjoyable.
Innova Market Insights has named “Nutrient Density Design” the top F&B trend for 2027. Consumers want more nutritional value from everyday food and drink, with 59% globally reading all or most nutrition information on packaging. Brands are responding by reducing negatives, removing scrutinized ingredients, and boosting positive nutrition.
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.
