October 13, 2025- Against a backdrop of climate, economic, and health-related concerns, consumers are seeking ways to maintain their health and wellness. According to Innova’s latest consumer trends research, they are increasingly looking for products that support holistic and functional approaches to wellbeing. Although gut health and protein lead the top trends for 2026, Innova’s research also identifies other key drivers shaping consumer behavior, including indulgence, sustainability, and affordability, that are influencing the global food and beverage market.
Each year, Innova presents its Top Ten Food & Beverage Trends, grounded in comprehensive consumer trends research, that reveals how consumer preferences and behaviors have shifted over the last year. To find out more, join Innova’s webinar on November 6 from 4 PM CEST / 9 AM CT.
Trend 1: Gut Health Hub
Globally, 59% of consumers say they believe gut health is very important for the entire body. Innova’s #1 trend, “Gut Health Hub,” indicates that consumers view the gut as a gateway to holistic wellness. They are increasingly turning to functional ingredients like probiotics and prebiotics to address benefits across the body and mind.
Trend 2: Powerhouse Protein
Nearly 60% of global food and beverage consumers report that they are actively incorporating more protein into their diets. Protein continues to stand out as a wellness powerhouse, with Innova’s #2 trend highlighting consumers’ pursuit of protein for overall health across various formats and occasions. Over the past year, milk and milk drinks ranked as the number one product with protein claims that consumers said they had purchased.
Trend 3: Mind Balance
According to consumers, stress is the top mental health area that they seek to improve. Innova’s #3 trend, “Mind Balance,” highlights how mental wellbeing is a rising priority. As a result, consumers are turning to natural F&B solutions for energy, brain health, and stress relief.
Trend 4: Authentic Plant-based
Innova’s #4 trend, “Authentic Plant-based” reflects the evolving perception that consumers have toward plant-based foods. When selecting from protein options, 40% of global consumers point to “natural or minimally processed” as a key consideration. Consumers are embracing natural plant proteins for their added benefits, underscoring how plant-based is shifting from imitation to nutrition.
Trend 5: Beverage with Purpose
According to Innova’s consumer research, beverages are leading innovation in wellness, as consumers are increasingly favoring products for hydration, convenience, and functional boosts. The global food and beverage market has seen a +18% CAGR growth in new launches with hydration claims, and dairy–based products are being perceived as healthy snacks. Therefore, Innova’s #5 trend, “Beverage with Purpose,” highlights the role of beverages in delivering health benefits to consumers.
The final five trends in Innova’s Top Ten Trends for 2026 are:
- Layers of Delight
- Made for Moment
- Crafting Tradition
- Justified Choices
- Worth Every Bite
For more information about these trends, Innova will be hosting a free webinar on November 6. There will be a full presentation of Innova’s Top Ten Trends for 2026, including the macro context, examples, and further information on Innova’s research. Click the banner below to learn more.
