December 1, 2025 – Consumers increasingly desire products that address functional health, indulgence, sustainability, and value. Over the last month, protein, biotics, and targeted nutrition have been highlighted as avenues for innovation that address evolving consumer preferences. Health is also a driving factor for pet foods. Innova’s “Innova Insights- November Edition” analyzes these trends and launches for the month of November and how they align with Innova’s Top Ten Trends of 2026.
Top 10 Trends 2026 Trend #1: Powerhouse Protein
Food trends indicate that protein will continue to be a powerhouse in 2026, and consumers are actively incorporating different types of proteins into their diets. This motivates brands to differentiate their products by highlighting specific protein attributes. Danone Japan has launched a Fuji apple and caramel flavored protein yogurt under its Oikos brand that emphasizes 10 grams of protein with high amino acid absorption. In the coffee category, Nescafe is bolstering energy boost claims of its Pro Energy’s Chococino Drink with protein from milk, casein, and whey protein that support bone and brain health claims.
Top 10 Trends 2026 Trend #2: Gut Health Hub
Innova’s global food trends research shows that 3 in 5 global consumers believe that gut health is vital for holistic health, and brands are expanding gut or digestive health claims by +42% year over year. Noka has launched its Smoothies Plus Prebiotic Fiber and Flax in three flavors with plant protein, prebiotic fibers, and omega-3s to address this gut health trend. Huel’s Daily Greens drink also delivers wellness benefits through the incorporation of chicory roots and calcium to support the microbiome. Nevertheless, the brand has also expanded its promoted health claims by including vitamin C for immune support and B12 for mental focus.
Top 10 Trends 2026 Trend #3: Layers of Delight
The Layers of Delight global food trend is all about indulgence as a multidimensional experience, elevating moments, and blending sensory richness with well-being. However, for 60% of global consumers, indulgence means exploring new flavors, textures, or experiences, while others emphasize returning to the classic, familiar staples. Aldi jumped on this trend by recently launching a speculoos flavored ice cream, catering to both the warm holiday climate of Australia and nostalgic flavors. Specially Selected has also reimagined the traditional Irish cream flavor as a non-alcoholic ice cream for the holiday season, giving consumers an indulgent treat in a new format.
Top 10 Trends 2026 Trend #4: Beverages with Purpose
Beverages are now a leading category for wellness innovation, as brands are looking for methods to balance health and indulgence. Dairy-based drinks, juices, and smoothies are the products consumers turn to first when they want a healthy beverage, while carbonates are seen as indulgent. However, prebiotic drink launches are beginning to challenge this perception. For example, the Chinese brand Baluoshi has introduced a pair of Prebiotic Fiber Fruit Drinks that contain six prebiotics, such as resistant dextrin, L-arabinose, and polyglucose, that balance functional ingredients with fruit-forward flavors. Additionally, Foolha has released Brazil’s first Prebiotic soda with 6 grams of prebiotic fiber and real ingredients like apple cider vinegar and honey.
Top 10 Trends 2026 Trend #5: Authentic Plant-Based
This global food trend examines how plant-based is shifting to its own category, from imitation to nutrition, and plant-based protein benefits are an integral part of this trend. Plantstrong has introduced its new Split Pea and Vegetable Organic Stew and Black Bean Organic Chili that each provide protein and fiber with whole plants and no processed oils or refined sugars. Moreover, nearly 2 in 5 global consumers choose plant-based because it feels natural, but only 9% make this claim, underscoring an opportunity for brands. San Carlo’s latest protein chip launch addresses this gap, as the product promotes 13 grams of natural protein from vegetables.
Top 10 Trends 2026 Trend #6: Made for Moments
Occasion-based innovation is driving the proliferation of diverse formats, especially as younger generations are changing traditional eating habits. In fact, younger consumers frequently snack or skip meals compared to older generations. Capitalizing on this food trend, George Street Kitchen has released its Nonna’s Napoli Meatballs and Truffle Mac and Cheese single-serve ready meals that contain a dinner-sized serving of protein for consumers on-the-go. Aldi’s new Breakfast Best Bacon, Potatoes, Eggs, and Cheddar Cheese Breakfast Bowl also offer consumers a protein-rich American-style breakfast without the effort of traditional cooking.
Top 10 Trends 2026 Trend #7: Worth Every Bite
Economic uncertainty is driving the importance of affordability and value, which are essential to consumer loyalty. Especially for the holiday season, affordable gifts and treats are more important than ever. To address this global food trend, Jumbo, a Dutch retailer, has launched a special line of chocolates for Sinterklaas, a holiday in the Netherlands when people are gifted chocolate letters. These letters are made with Tony’s Open Chain cocoa in various flavors, addressing consumer desires for responsibility with affordability.
Top 10 Trends 2026 Trend #8: Mind Balance
For global consumers, mental well-being is a top priority, and they are turning to food and beverages for stress relief, brain health, and energy. In fact, Innova’s consumer research conveys that stress is the top mental health area of concern they are looking to improve. FIFCO (Florida Ice and Farm Company) launched Vida, a functional beverage line with mood-enhancing functional ingredients like Rhodiola rosea extract and ashwagandha for mental clarity and calming benefits. Goodrays’ premium sparkling drink Re:Focus has also launched new fruit sodas to address anxiety and focus, with an infusion of lion’s mane mushroom and magnesium that also support memory, brain benefits, and fatigue.
Top 10 Trends 2026 Trend #9: Crafting Tradition
The Crafting Tradition food and beverage trend emphasizes the importance of heritage in offering comfort and authenticity in uncertain times. This is especially apparent during winter holidays where familiar flavors can evoke happiness and connection. Panettone’s Italian heritage has spread throughout the world, and Panco still uses its original Panettone recipe to bring elements of tradition to seasonal gatherings. In time for the holidays, the brand has launched special flavors: Truffle Panettone and Panettone with Chocolate Chips.
Top 10 Trends 2026 Trend #10: Justified Choices
Global food trends reveal that consumers are looking for sustainable choices that feel transparent and relevant to their daily lives. The cost of improving sustainability or circular practices often results in higher prices for companies and consumers, yet 2 in 5 consumers still view it as an important factor of food and beverage choices. Despite rising prices related to climate change, tariffs, and ethical treatment of farmers, coffee remains a valued beverage. Nespresso, a Nestlé brand, is documenting its progress with third party assessments of its sustainability goals and initiating Rainforest Alliance Certified programs for coffee farmers. Most recently, its Vertuo Barista Creations Gingerbread Flavored Coffee Capsules are made with 85% recycled aluminum pods.
The Power Ingredients Behind the New Definition of Healthy in the US
Beyond natural flavors that can signal health, functional ingredients and claims are increasing in importance for global consumers. All generations are including more protein in their diets, and brands can capitalize on this by pointing to protein on packaging. Kroger’s Simple Truth Protein Chocolate Fudge Brownie Mix packaging boasts 7 grams of protein and wholegrain flour, underscoring a “protein boost to power your day.” The meat category is another evident source of protein, but with alternative sources on the rise, brands must step up to compete. For example, Tyson is not only beginning to showcase their protein content on packaging but also creating bite-sized chicken in snacking formats, such as their Lightly Breaded Boneless Chicken Bites Cup.
Biotics for digestive health have also been a driving force in the ingredients market. PepsiCo has recently launched its Poppi Punch Prebiotic Soda and Pepsi Prebiotic Cola, with the latter including 3 grams of prebiotic fiber. California Ice Protein has also launched indulgent ice cream bars that balance probiotics for digestion, 15 grams of protein, and less than 200 calories in decadent flavors like S’more and Strawberry Swole Cake.
Targeted nutrition and personalization are also growing food trends in the global market to target unique lifestyles, life stages, and dietary needs. For example, Danone’s Oikos Fusion dairy drink helps maintain muscle mass while losing weight, which can be ideal for GLP-1 users. Little Spoon has also released two clean-label and organic baby foods that target babies’ brain health. Functional ingredients like protein and prebiotics will continue to grow, especially in snackable formats. Communication will be essential to driving these global food trends and increasing the value of healthy ingredients. Brands can also turn to third parties to verify claims or certifications.
Global Cat and Dog Food Innovation is Driven by Solving Pet Health Issues
Global consumers are increasingly prioritizing foods that benefit their own health, and this trend is carrying over into the pet food category. In cat food launches, prebiotic, immune health, digestive health, and protein claims are rising. For dogs, immune health is the highest growth area, followed by prebiotics, protein, and fiber. Therefore, brands that promote nutrient-dense ingredients with benefits will succeed. The inclusion of vitamins and minerals also positively impacts the active health claims on pack and their credibility.
Besides added functional ingredients, brands are also highlighting the intrinsic health benefits of ingredients like meat and fish, with nutrients that support holistic health. The recently launched Hygge Happy Pet Food Veggie Bowl with Quinoa, Zucchini, and Carrot for Dogs derives its vitamins, minerals, beta-carotene, and fiber from natural sources. As 50% of owners seek treats with health benefits, treats are also transforming into vehicles for health support. The new Dog Yog X Snoopy Apple Pie ice cream launch for dogs emphasizes this trend, as a delicious treat rich in dietary fibers, prebiotics, antioxidants, vitamins, and minerals.
Looking to what’s next in pet foods, the closeness between pets and owners will continue to be important in marketing, as this reinforces the emotional connection as a driver of health-focused innovation. Pet food companies will continue to tailor foods to age, weight, size, or breed, while greater functional health claims can also be expected to expand and link ingredients to clear outcomes. Pet supplements will also evolve to be a part of their daily care routines.
F&B Launch Highlights
Seasonal and limited edition, functional benefits, and CBD and THC take center stage for November launch highlights. This year, TWIX has introduced a limited-edition “Hallowmas” line where Halloween confectionery meets winter festivities. The Hershey Company is also embracing the holiday spirit with the new Reese’s Mini Trees, KIT KAT Peppermint Sticks, and Hershey’s Kisses Snickerdoodle Cookie Candy, with the latter elevating baking experiences through nostalgic flavors. For functional launches, RIND Snacks has released its snackable Granola Squares, blending oats, nuts, seeds, whole fruit, and 5 grams of protein. Maple Leaf Foods Inc has also launched a line of Mighty Protein chicken protein sticks with real ingredients, addressing consumers’ demand for convenience, quality, and protein-rich products. Finally, CBD and THC are also on the rise, and South Beach Brewing Company is entering the wellness space with new non-alcoholic CBD/THC beverages designed for flavor and relaxation. Jones Soda Co has released its Mary Jones ZERO hemp-derived THC beverages, with bold taste, no artificial flavors, and zero sugar for guilt-free indulgence.
This article is based on Innova’s Innova Insights: November Edition report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.