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.

Innova Market Insights data shows that 40% of consumers worldwide consider flavor the most important factor when shopping for food. Rich flavor or taste is an attribute that makes F&B products stand out, with 31% of consumers citing flavor combinations as particularly attractive.

Innova Market Insights data shows that the most common reason why consumers choose dairy alternatives is because they see them as “natural” (35%). The recent survey also found that 32% choose dairy alternatives for digestive health. Almond- and oat-based options were the most popular among consumers.

Innova Market Insights data indicates a +19% increase in Halloween-themed product launches between October 2020 and September 2025. Brands are introducing limited-edition flavors with spooky or spicy twists, while also transforming familiar products into playful shapes like pumpkins and ghosts.