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.
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.
Innova Market Insights data reveals that food takes center stage in the festive season with most consumers worldwide highlighting its importance in their Christmas celebrations. Almost half of consumers say that they usually purchase sweet bakery, dessert and ice cream, and bread products for Christmas, inspiring brands to release festive twists on everyday items.
Innova Market Insight data showed steady growth in F&B launches with fiber ingredients offering health benefits between October 2022 and September 2025. Baby & Toddlers was the top category for these products, accounting for one-third of global shares, followed by Dairy, Cereals, and Soft Drinks.
