Innova Market Insights data shows that F&B launches featuring sustainable and ethical claims increased by 5% between July 2020 and June 2025. Bakery was the leading category, accounting for 25% of NPD during this period. Additionally, sustainable Hot Drinks increased, rising by 9% over the five years.
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.
Innova Market Insights reveals that nearly half of consumers globally are turning to sweeteners to satisfy their sweet cravings while aiming to reduce their calorie intake. This growing demand for lower-calorie options is fueling innovation in the sweetener market, presenting new opportunities for the development of novel sweetener solutions in F&B products.
F&B color choices can influence consumer purchasing decisions in various ways, from appearance and palatability to flavor perception and “Instagrammability.” In a digital world, where younger consumers regularly photograph their meals, visual impact and novelty have become increasingly important. At the same time, a sense of “naturalness” remains non-negotiable, with Innova Market Insights finding that 1 in 4 consumers rank it among the most important factors when it comes to healthy eating.
Innova Market Insights data indicate that consumers globally are increasingly adventurous with taste in F&B, with 71% agreeing they are open to trying new global cuisines. Nevertheless, 46% of consumers worldwide are most inclined to choose familiar flavors, and 44% prefer “healthy” flavors. Traditional and comforting flavors also significantly influence consumer purchasing decisions.
