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.
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.
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.
