October 1, 2025 – Globally, consumers are continuing to value healthy eating and functional ingredients as long-lasting trends. As an extension of these considerations, microbiome health, plant-based proteins, and climate considerations are driving consumer choices, especially among younger generations. Therefore, brands are addressing consumer expectations with products that are nutritious, transparent, and aligned with sustainability goals. The report “Innova Insights: September Edition” examines these food trends and how Innova’s Top 10 Trends 2025 demonstrate the impact of consumer values and priorities on the global food and beverage market.
Top 10 Trend 2025 Trend #4: Flourish from Within
Global food trends show that consumers are continuing to prioritize microbiome health, and brands are expanding their target consumer base to include the youngest generation of consumers. Ranging from peanut alternatives to fruit snacks and baby foods, brands are finding opportunities to introduce new products that parents can give their children, to help cultivate a healthy microbiome.
For example, Brass Roots has created a functional kid-friendly snack that delivers gut-healthy nutrition. Their Incan Seed Butter snack incorporates Sacha Inchi, Peruvian rainforest native seeds, that are rich in omegas, fatty acids, and amino acids. The product also includes sunflower seeds, inulin for fiber, and 1 billion CFU probiotics. Beyond incorporating gut healthy ingredients, Brass Roots’ product is packaged in a spouted pouch, delivering convenience as well as functionality.
Bear Snacks is also leveraging gut health to target children, with their newest product targeting children 3 years of age and older. The Bear Fruit Bites are made with real ingredients, and the tropical variant includes fruits, such as apples, pears, pineapples, and mangos, that have a natural fiber content.
Top 10 Trend 2025 Trend #5: Rethinking Plants
Protein continues to be a rising food trend among global consumers. This underscores an opportunity for brands to both support and compete with innovations in plant-based alternatives for animal protein substitutes. Global product launches of fish and seafood substitutes have increased annually over the last five years, and Revo Foods is a brand that stands out for its new innovations. Using umami mycoprotein and microalgae as fat sources, they have crafted a new black cod fish alternative product, and from an environmental perspective, these fish substitutes produce significantly less carbon and use 95% less water.
Violife is also innovating in the plant-based space, with its Supreme Cheddarton cheese alternative with reduced fat and added protein. Alongside the coconut oil used in its original alternative cheddar formulation, the brand has also introduced lentils and chicory root fibers into the product to boost the protein content. The product offers consumers a crumbly and creamy, protein-rich cheese that easily melts, one of the most difficult elements of a plant-based cheese.
Top 10 Trend 2025 Trend #6: Climate Adaptation
Food trends show that climate concerns remain a prevalent concern for brands and consumers alike. As a result, brands and consumers are looking for solutions that balance personal values and climate-consciousness. According to the nonprofit TechnoServe, shifting to regenerative agriculture bolsters the income of smallholder farmers by over 62% and simultaneously decreases greenhouse emissions. Regenerative practices also increase crop yields and decrease the shock they experience during extreme weather events.
JDE Peet’s is a brand committed to sustainability and research regarding responsible sourcing, and its Common Grounds program champions regenerative agriculture to reduce the impact the brand has on the environment. Nestle also supports these practices, recently introducing its Aero Real Milk Chocolate Mini Bars and KitKat Chocolate Coated Wafer with Matcha Latte that use sustainably sourced cocoa. This is accomplished through their Nestle Cocoa Plan that works to improve the lives of cocoa farmers.
The Next Wave of Functional Drinks
The global beverage market is experiencing an evolution, with consumer preferences shifting away from sugary options and artificial flavors to more natural and health-forward alternatives. Innova’s consumer research indicates that this shift can be seen across all generations, with consumers looking to prioritize functional benefits when choosing beverages.
Food trends reveal that dairy alternatives are outpacing milk and drinkable yogurts, and performance protein drinks are growing in popularity, as concerns about protein intake are rising among seniors and active consumers. Vital Proteins, a Nestle-owned brand, has introduced its new Collagen & Protein Chocolate Shake, which addresses consumer desire for protein. The ready-to-drink format also targets consumers such as Gen Z, who prioritize convenient products that support their lifestyle.
Danone has also expanded its portfolio by introducing a trio of salted caramel, chocolate, and vanilla flavored protein drinks aiming to target active consumers seeking an on-the-go protein boost. Furthermore, Danone also launched Oikos Fusion, a functional beverage targeting GLP-1 users, containing zero sugar and over 20 g of protein.
Global food trends show that energy drinks also continue to expand, alongside dairy alternatives. Celsius Live Fit has dominated the energy drink market, recently releasing two new limited-edition flavors for its Fizz Free non-carbonated line. These energy drinks are not only sugar free but also contain 200mg of caffeine from green tea and natural guarana seed extracts. The incorporation of ginger root, vitamin B, and vitamin C also provides consumers with additional health benefits supporting digestive health, fatigue, and immune support.
Innova expects the functional beverage market to continue to rise, and the expansion of major beverage manufacturers through partnerships with smaller brands will broaden their functional portfolios. AI will also present new ingredients and functional benefits in the beverage markets. Brands can also expect growth in products with mental health benefits and mood-balancing botanicals.
Better-for-You Bakery
With health being a major concern for consumers, bakery is being reshaped to shed their reputation as a category of guilty indulgence, towards a greater health-centered focus. Some brands are gravitating toward natural and clean label ingredients to promote trust and transparency for their consumers, who associate simple and recognizable ingredients with health and authenticity. For example, Dan On Foods launched its Dans Nut Protein Bites, with simple and naturally grown ingredients. The brand positions the product as nutritious and artisan-inspired, tailored to consumers looking for authenticity and simplicity.
Baked goods also offer opportunities to deliver boosted fiber, protein, or wholegrain content to consumers. Cutting ingredients that consumers deem problematic is also an opportunity for brands, with reduced sugar, fat, salt, or carbs standing out. Additionally, health-linked claims offer an opportunity for differentiation, as incorporating ingredients with proven benefits like heart-healthy oats or antioxidant-rich blueberries can help boost consumer interest in functional foods. One example is Mr.Kipling’s Breakfast Bakes Blueberry flavored sponge cakes, baked with sweetened blueberry pieces, blueberry puree and oats. The product touts added B6 and B12 vitamins to support a normal energy yielding metabolism. It also includes less sugar and no hydrogenated fats.
Looking to the future of baked goods in the global food and beverage market, continued use of better-for-you claims is essential. Boosting nutrition is also important, including fiber-enriched goods that aid in digestion or probiotic-infused biscuits that support gut health. Vitamin-enhanced loaves could also provide an opportunity to help address common nutritional gaps like calcium or vitamin D.
F&B Launch Highlights for September 2025
September launch highlights include new flavor fusions. These include the launch of two new flavors for Maruchan’s Yakisoba line. The Mango Habanero and Pineapple Jalapeno variants fuse spicy and sweet, embracing the growing swicy food trend. Kellanova’s Pringles is also delivering on flavor innovations, with a new collection of chips with a smoky twist. These include Smoky Bacon, and Smoky Mesquite BBQ flavors.
Launch highlights also include new seasonal and limited-edition products. The confectionery brand Sweethearts is launching their “Ghosted Sweethearts” special edition Halloween boxes, and Chocolove has also announced the return of its popular Pumpkin-Shaped Fall Bites.
This article is based on Innova’s Innova Insights – September Edition report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more