Top Trends 2026: Protein precision, gut-brain wellness & the authenticity imperative

As global trade dynamics and tariffs reshape the F&B landscape, Innova Market Insights’ 2026 top ten trends reveal an industry navigating economic volatility and evolving consumer demands. Product reformulation has become a strategic lever for resilience, with companies leveraging ingredient innovation to manage costs while meeting consumer priorities around health, transparency, and taste.

Innova’s trends spotlight gut health, high-protein nutrition, and stress relief as primary drivers, alongside plant-based authenticity, functional beverages, and multisensorial indulgence. 

Food Ingredients First speaks with major ingredient suppliers about how they’re responding to the evolving market landscape, and how they expect these trends to shape innovation and strategy in the year ahead. 

Protein gets personal

The boom in protein demand and innovation continues to rise, but 2026 will mark a shift from quantity to precision. Nearly 60% of global consumers report actively incorporating more protein into their diets, according to data indicated by Innova, with a focus on moving toward specific functional benefits.

“With 90% of global consumers focusing on their protein intake, and 42% regarding protein as the most important ingredient, demand for high-protein products will continue to accelerate,” Peter Schouw, senior director for performance nutrition at Arla Foods Ingredients, tells us. 

The company’s innovations target specific wellness needs, including microparticulated whey proteins that overcome technical challenges in dairy enrichment and pure beta-lactoglobulin containing higher levels of essential amino acids and branched chain amino acids.

Exciting opportunities are emerging around anti-obesity medications, which may lead to greater muscle loss compared to other weight-loss strategies. Whey proteins provide the amino acid profile needed to maintain lean muscle mass when appetite is reduced, Schouw says. Arla is developing solutions that enable smaller servings with high protein density and the taste consumers demand.

The beverage category is leading protein innovation. Over the past year, milk and milk-based drinks have ranked as the number one product category with protein claims that consumers purchased. Innova data shows an 18% compound annual growth rate in new product launches with hydration claims globally.

The authenticity imperative

Consumer scrutiny of ingredient lists has intensified as concerns about ultra-processed foods increase. Manufacturers are responding with measurable sustainability credentials rather than vague marketing claims.

Global tariffs and cost volatility are forcing manufacturers to reformulate with alternative ingredients while maintaining taste and meeting clean label demands.“The concerns about ultra-processed foods continue to generate headlines,” says Dieuwertje Raaijmakers, marketing communications specialist at GNT Group. “Consumers are paying more attention than ever to what they’re buying and trying to find more natural products with simpler ingredient lists.”

Regulatory changes around synthetic dyes in the US are having a significant impact worldwide, she says. GNT has seen a significant increase in requests for color replacements in the Americas and Asia-Pacific regions as companies seek to transition to future-proof solutions. The company now offers product carbon footprint data for 98% of its Exberry range, covering the entire supply chain.

Consumers are wary of greenwashing and don’t trust sustainability claims if they’re not verifiable, Raaijmakers says. Product carbon footprint data provides something measurable that can clearly show when food and beverages are genuinely sustainable.

Plant-based positioning is evolving from imitation to nutrition, with nearly two-thirds of global consumers surveyed by Innova saying plant-based products should stand alone rather than substitute for other foods. For 36% of consumers interested in protein, a complete protein source is the most significant factor when choosing between products, according to Arla Foods Ingredients’ research.

“Reformulation builds trust and relevance through products that meet consumer priorities: value, cleaner labels, nutrition, and great taste,” says Erika Faden, vice president of global branding and communications for taste at IFF. The company’s suite of flavor solutions enables customized replacements for costly or sustainability-challenged raw materials.

From gut to mind

More than half of global consumers understand that gut health is highly important for the entire body, according to Innova’s consumer research. This awareness has elevated digestive wellness from a niche concern to a gateway for holistic health claims spanning immunity, mood, and overall well-being.

Product launches feature increasingly comprehensive promotion of gut health benefits, including specific probiotic and prebiotic strains, ingredient explanations, and tangible relief from discomfort, bloating, and gas. Stepped-up ingredient descriptions reduce consumer confusion, according to Lu Ann Williams, SVP of global research at Innova Market Insights.

The connection between gut and mental health represents new territory for functional innovation. Stress is the top mental health area that global consumers want to address, with Millennials showing particularly high levels of concern.

“Today’s consumers aren’t just looking for flavor — they’re seeking experiences that uplift, calm, energize or inspire,” IFF’s Faden says. IFF’s capabilities enable brands to design products that connect on both emotional and cognitive levels. The company has introduced SipScape, an interactive platform offering insights into product design, flavor modulation, and sweetness reduction for beverages.

More than half of global consumers believe gut health is critical for overall wellness, driving demand for products with specific probiotic and prebiotic strains.Product innovation includes sparkling teas with adaptogens like ashwagandha, lion’s mane, and reishi mushroom, targeting stress relief. Energy-focused beverages call out mental clarity benefits alongside traditional stimulation claims.

Sensory maximalism meets clean label

Global consumers are seeking products that excite their palates while addressing health priorities, creating tension between bold sensory experiences and cleaner formulations.

“Global consumers are looking for products that fit their lives and excite their palates while addressing their evolving health priorities,” Faden continues. “At IFF, we believe great products should ‘taste like joy,’ rooted in local culture and inspired by global trends.”

Fusion cuisine offers adventure and novelty, with younger consumers particularly eager to explore new flavors. The appetite for hot and spicy flavors is growing globally, with “swicy” — a blend of sweet and spicy — enabling innovation in snacks, condiments, and mini meals. Flavors like hot honey, mango habanero, and sweet chili sauces are becoming mainstream.

Traditional tastes are being made trendy again through revival and modern twists, according to Nandrianina Raboanason, marketing manager for Sensient Flavors & Extracts Europe. Smoky, roasted, and flame-grilled flavors are among the leading descriptors in new launches.

Regional authenticity is gaining importance as consumers tire of generic ethnic cuisine categories. “If you think of Japanese flavor trends, we have seen matcha thrive in all categories,” Raboanason says. “Now is the time for other hyperlocal teas to shine, like hojicha or genmaicha.” South-East Asian tastes like pandan, ube, and tom yum are emerging.

The challenge lies in delivering these bold experiences with clean labels. Brands increasingly view transparency as essential for trust, with consumers closely scrutinizing ingredient lists and expecting clarity beyond vague “natural flavor“ claims. Reformulating to meet authenticity demands can increase costs and complicate flavor consistency, but companies see these efforts as worthwhile.

Color plays a crucial role in setting up expectations around product identity. “Food and drink can provide not just a source of joy and escapism but also a way to bring people together,” Raaijmakers shares. “We’ve been looking at how color can be used to power those experiences and fuel new product innovations.”

Plant-based colors deliver vibrant, stable shades while allowing for natural ingredient declarations, such as “fruit and vegetable juice for color” in the US or “carrot and blackcurrant concentrate” in Europe. At a time when consumers are becoming increasingly wary of artificial dyes, these solutions offer instant reassurance.

Looking ahead

The convergence of functional benefits, sensory appeal, and measurable authenticity is pushing ingredient innovation in new directions. 

Technologies like biotransformation, precision fermentation, and advanced flavor modulation are enabling companies to meet seemingly contradictory demands: products that taste indulgent while supporting specific wellness goals, sourced transparently while remaining affordable.

“Reformulation ensures portfolios remain agile, so a single material shortage or labeling change does not derail entire product lines,” Faden at IFF states.