July 17, 2026 – This report explores how flavor signals health to consumers across 11 global markets, identifying which flavors are seen as “healthy” and how that aligns (or doesn’t) with industry health-claim positioning in new product launches. It highlights demographic and regional differences—like Millennials and emerging markets leaning more heavily on healthy flavors—and points to categories where there’s a gap between consumer perception and industry messaging as opportunities for innovation.

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