February 2, 2026 – January has started the year off strong with new products, launches, and trends that reflect consumers’ evolving expectations and preferences for the year ahead. Rooted in Innova’s Top Ten Global Food Trends for 2026, protein, gut health, and multisensory enjoyment are driving innovation. Private label trends are increasingly relevant for consumers, and in the European market, “free-from” attributes are guiding consumer purchases. Innova’s “Innova Insights: January 2026 Edition” report summarizes the latest monthly trends that are driving the global food and beverage market.
Powerhouse Protein: Leading the Global Food and Beverage Market
As described by Innova’s Top Ten Trend, Powerhouse Protein, protein continues to reign as one of the top global food trends in 2026. New products are evolving beyond traditional protein sources and their alternatives. Soups are an emerging category with both protein ingredients and claims, accounting for 19% of launches. Ahold Delhaize has launched new soups under its AH private label brand, with chicken, chickpeas, and soy protein, that boost the products’ protein content to 12-13 grams per serving. Brand innovation in protein claims has also extended to the sweet biscuits and cookies subcategory. For example, Mo’s Bakery’s Artisanal protein cookies, with pea protein powder, includes 100% natural ingredients, unrefined sweeteners, and wholegrains
The cereal category has also seen an increase in launches with protein claims. Catalina Crunch Protein Granola, for example, adds soy crisps, oats, and brown rice for added protein content. The brand’s original cereal product, as well as this new granola, cater to consumers seeking better-for-you breakfasts or snacks, including GLP-1 users.
Gut Health Hub: Stacking Functional Claims in 2026
Current food trends show that 3 in 5 global consumers recognize the impact of gut health, not only on digestion but also on other areas like energy, skin, and immunity. As consumer preferences increasingly favor holistic health solutions in the food and beverage market, brands are stacking functional health claims in response. Additionally, sports nutrition is the third largest category with gut health claims, and it is also one of the fastest growing.
Vybey, a Scotland-based brand, has launched two new lines with digestive health claims. Its Complete Nutrition Bar contains 8 grams of tapioca fiber and coconut mass, with plant-based and high protein claims, alongside carbs and healthy fats for energy and alertness. The brand also released a hydration stick with chicory root fiber, nootropics, and minerals to support digestive health, energy, and immune health.
The gut health global food trend is also entering the children’s nutrition category. Nümorning”s granola line for toddlers three years and older taps into the fiber and low glycemic index of oats to support microbiome health and satiety. This organic cereal product also contains protein, omega-6, healthy fats, and vitamins. The oats also contain tryptophan, an essential amino acid tied to serotonin production.
Layers of Delight: Global Food Trends in Texture and Mood Enhancement
In the global food and beverage market, indulgence is evolving beyond sensory enjoyment to encompass comfort, mood enhancement, and health. New textures encourage consumers to explore new sensory experiences. Seven Eleven’s Seven & I Premium Gummies exemplify this food trend, with a crunchy exterior and soft, chewy interior to promote a dynamic consumption experience. The gummies are also infused with Japanese cider for a sweet and fizzy taste.
Aside from confectionery, the beverage category is also experimenting with indulgence, in the form of mood enhancement as a global food trend. Journée Wellness created a line of sparkling functional beverages that infuse lion’s mane mushroom, L-theanine, and natural caffeine with sparkling water and fruit juices to boost mental clarity, mood, and balanced energy. Brands are also finding new ways to develop healthier formulations for indulgent favorites, targeting consumers who are concerned about demonized ingredients. Unconform is a prime example, creating an oat milk cold brew with no added sugar and Finfusions of nootropics for added functional health benefits. Each flavor contains different additives, from turmeric, and inulin to ashwagandha, vitamin B12, and biotin.
Private Label Elevates its “More for Less” Promise
7 in 10 consumers in the global food and beverage market are cost-conscious, and many private label brands are taking advantage to expand their reach through new product launches. Value has been the core of private label trends, with consumers considering them good value for money. In order to address this, private labels are leveraging premiumization as one strategy to power their own lines and close the gap with name brands. Due to affordability concerns and competition from Aldi, Woolworths has introduced a trio of premium ice creams in Australia under their own brand label. The pavlova, lamington, and mud cake-inspired products offer consumers affordable favorites, while also satisfying decadent flavor cravings. Aside from desserts, global food trends 2026 show that wine is another category where consumer preference is shifting toward private labels, and Costco’s Kirkland Signature brand is leading sales growth in private label wines. Although wine consumption is decreasing overall, this signals to brands that when indulging, private labels are increasingly the go-to alternative due to consumer preference.
According to Innova’s global food trends research, healthy choices are also motivating private label trends in the global food and beverage market. In particular, fiber and protein are the major drivers. Marks & Spencer’s has introduced their new private label line, Nutrient Dense, with calorie-controlled salads, snacks, and meals designed to help consumers in the UK improve their diets. For example, the brand’s oven-baked Super Seeded Crackers are made with flax, sunflower, and sesame seeds and contain fiber from psyllium husks. Morrison’s has also introduced a 53-item private label line with Applied Nutrition, featuring high protein meals and even GLP-1-friendly meal options.
Private labels also lead launches in ethical and sustainability claims, and 13% of global consumers consider environmental friendliness part of their consumer preference for good value for money. In response to these expectations, brands are elevating their sustainability efforts in the food and beverage market. Following Aldi Nord and Lidl’s lead, Ahold Delhaize launched a sustainable Albert Heijn line of hybrid plant and meat products in the Netherlands. The launch includes 15 items formulated with added plant-based ingredients within animal-based products, to reduce CO2 emissions and boost nutritional value. The US-based Whole Foods Market has expanded its private label brands into Asia, including food and beverage products from its 365 Whole Foods Market brand. Among these private label trends are responsibly sourced teas and coffees, such as the brand’s Organic Peppermint Herbal Teabags that are certified Fair Trade and organic with 100% recycled paperboard packaging.
The Evolution of “Free From” Food Trends in Europe
In the European market, the free-from trend is influencing a notable segment of the consumer base. 31% of consumers are reducing their gluten intake, while nearly 30% are consuming less lactose. This exclusion is also extending to other claims such as free from eggs and nuts, which have grown over the past five years.
Brands like the wholesale distributor Equanto S.A. are addressing this global food trend, focusing on organic, vegetarian, gluten-free, and lactose-free foods. One of its private label brands, Origens Bio, has recently released its Juliet Biscuits with Raisins and Cranberries, that are organic and vegan. They also exclude eggs, lactose, and hydrogenated fats. Freee Foods, a brand with a 30-year history of gluten-free foods, has also extended its range with a launch of new Muesli flavors that are free from nuts, dairy, gluten, and all of the top 14 allergens, while also delivering functional benefits and protein.
Global food trends reveal that European consumer preference is also prioritizing health and wellness. As a result, when shopping for allergen-free products, added health benefits are especially attractive. Apart from vitamins and minerals, Europeans value protein, fiber, and omega-3. Germany’s Rossman’s drug store has introduced two limited-edition products under its enerBIO private label brand that are vegan, gluten-free, and lactose-free. Their Pepper And Salt Pea Flips also deliver protein and fiber for additional health benefits. In addition, sports nutrition is the most active category for stacking claims and combining gut and lactose-free claims. These are increasingly supported by additional positionings, such as reduced levels of carbs, gluten or sugar, as well as additional health benefits like brain and bone health.
Ethical claims for gluten and lactose-free products are also on the rise, especially ethical treatment of animal claims in the launches of dairy, meat, fish, and eggs. Denmark’s Thise Dairy released new yogurt drink flavors, and consumers can expect lactose-free, high protein, and lactic acid cultures for digestive balance. Additionally, the brand abides by strict animal welfare requirements and environmental credentials, underscoring the importance of aligning free-from products with ethical standards in the European market.
January F&B Launch Highlights
In the sweets and snacks categories, key product launches are set to hit shelves. Breyers has unveiled their new lineup, Sundae Swirls, launching with four flavors inspired by classic desserts, loaded with rich mix-ins, and blended with thick sauce swirls. Shaquille O’Neal is also teaming up with The Hershey Company to introduce the new Shaq-A-Licious SLAMS, a multi-textural, multisensory gummy line. Each pack features sweet, crunchy gummy balls and chewy gummy rings, offering consumers an interactive slam dunk experience.
With Valentine’s Day around the corner, seasonal and limited editions are also on the rise. Ethel M Chocolates has unveiled its 2026 Valentine’s collection that merges artisanal heritage and indulgence with seasonal packaging and customizable gifts. Additionally, Brach’s has introduced new Sweet Bright Conversation Hearts. PEEPS is also reimagining Easter treats, with new co-branded collaborations with Sunny D and Pop Tarts.
Finally, functionality remains central in new launches, reflecting current global food trends in 2026. Silk, the plant-based beverage brand, has launched a new high protein drink with additional benefit claims. Bloom Nutrition also launched their new Bloom Clear Protein, and ActivatedYou revealed an instant coffee product with functional ingredients and mushrooms. Finally, Robard’s launch of Biocare2 highlights the growth of science-backed dietary beverages, as the product is positioned to assist consumers with weight management.
Conclusion: The Future of Global Food Trends 2026
This analysis of January’s launches confirms that consumers aren’t looking to compromise when it comes to protein, gut health, and indulgent creations. Although seasonal and limited editions boost engagement, functionality remains key, with mood enhancement and benefit stacking remaining essential to innovation. In addition, as the global food and beverage market becomes more competitive and value becomes increasingly important, consumers are no longer willing to compromise quality or affordability.
Looking ahead, the brands that will be successful are those that leverage technology and ethical transparency. Connective technologies like QR codes and apps are growing in popularity, and these will play a pivotal role in how consumers make decisions regarding the health and safety of products. Retailers can also elevate consumer perception of private labels, specifically through premiumization, where developing new flavors, textures, and functional benefits will be crucial. Finally, adaptation to regional differences will become relevant to growth to meet evolving consumer preferences for personalization.
This article is based on Innova’s Innova Insights: January 2026 Edition report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.