July 31, 2026- Each month, Innova Market Insight takes a look at the latest trends and new product development shaping the global food and beverage landscape. More than a reflection, this recap synthesizes the overall direction of the market and where the opportunities lie for innovation. Aligning with consumer preferences, protein, gut health, and indulgence are a core focus, and the Innova Insights: July 2026 Edition report further explores these trends. This edition also examines the latest poultry trends in Latin America and the impact of foodservice on packaged food trends in Asia.
How is the Powerhouse Protein Trend Evolving in Product Launches in 2026?
In the global food and beverage industry, protein has become a core focus for brands and consumers alike. Nearly 60% of consumers look to incorporate more high protein foods and beverages into their diets, and as a result, the demand for the nutrient continues to grow, joined by the expanded interest in gut health. Consumers first turn to milk and milk drink when looking for products with protein claims. In the Netherlands, FrieslandCampina launched their Campina Lon-Lasting Semi-Skinned Milk with Extra Protein, a clean label protein option with only two ingredients that caters to consumer preferences for both naturalness and nutrition.
The rise in GLP-1 medication use has also impacted new product development, with consumers seeking lower-fat options, high protein foods, and GLP-1 friendly food selections. Cottage cheese, containing essential amino acids for muscle building and recovery, continues to be a go-to option for those boosting protein intake. Processed cheese launches have also grown, with production technology enabling brands to engineer cheeses with added nutritional benefits and textures.
How are F&B Innovations Reflecting the Gut Health Hub Trend?
More than 3 in 5 Gen Z and Millennial consumers turn to diet for managing gut and digestive health problems, with over half or more looking for gut health foods containing protein, probiotics, and prebiotics. High in fiber foods and whole foods are another preference, though the incorporation of gut health ingredients in the latter is more difficult than with processed options. The Indian start-up Cibiens has approached this challenge by adding probiotics to roasted foxnuts in decadent flavors like Spicy Mint and Salty Truffle. GCT Foods, a premium retailer of dried fruits and nuts, has also introduced their Dried Kiwi and Dried Blueberry products that naturally support immune functions closely tied to gut health.
Looking at the beverage category, carbonated soft drink launches with gut health claims have more than doubled, in line with consumer demand for health-led choices. Heaven’s Otherworldly Sodas contain prebiotic chicory root fiber, dietary tapioca fiber, and live probiotic cultures. Each of the four varieties use natural ingredients, offering consumers clean-label, functional beverages.
How Does the Layers of Delight Trend Intersect with Indulgence?
When it comes to defining food experiences, consumers globally say that rich, bold, and sweet flavors, alongside premium ingredients, are strong indicators of indulgence. 35% also look for extra creamy or smooth textures to bring indulgence to a new level. In Germany, Mueller’s Triple chilled desserts cups leverage these cues. Each of the four flavor combinations layers a fluffy mousse over a creamy pudding, topped with a smooth sauce. In the Chinese market, texture is just as important as flavor, and Alibaba’s private label brand, Hema NB, has mastered layering. Their 8-Layer Berry Crunchy Ice Cream Bars have a fruity ice cream center with surrounding layers of cookie pieces, puffed beans, and a crunchy chocolate coating for a multi-textural experience.
How is Affordability Shifting the Roles of Meat & Poultry in Latin America?
In Latin American countries, meat and poultry play a key role in food culture. However, over the last few years, 28% of Latin Americans say they are eating out at restaurants less often than the previous year. At home, beef has moved from an everyday choice to special occasions, due to higher prices. To address this, smaller, value-priced cuts and products that combine beef with other less expensive meats or meat alternatives can boost meat relevance. Best Beef’s recent launch, the boneless beef Pot Roast Chuck, is a naturally tougher, less expensive cut. However, it is mechanically tenderized and injected with a collagen-based solution, containing additives like fiber, to support the ease of cooking, without sacrificing texture.
In Latin America, innovation is also focused on chicken. Poultry has historically been successful in Latin America, due to its lower cost and healthier profile. More than one-quarter of consumers has increased their consumption of chicken in the last year, and brands are leaning into convenience, indulgence, and snacking trends that resonate with consumers. Chile’s top chicken producer, Agrosuper and its La Crianza brand are leveraging the fourth most popular chicken format in Latin America, chicken nuggets. Their Nacho Nuggets are aimed at making food an experience, with flavors like Nacho, Cheese, and Spicy Cheese creating enticing food moments for consumers.
Beyond price, transparency, freshness, and convenience remain paramount to Latin American consumers. Cargill’s Bucanero brand introduced a pre-marinated, prepared Marinated Chicken Breast Fillet Lite that can serve as a weeknight short cut. Emphasizing naturalness and freshness on the packaging, it indicates to consumers that they are selecting the poultry choice that is both convenient for them and natural.
How are Brands Getting Ahead of the Trend with APAC Foodservice Signals?
Foodservice trends can help brands predict which flavors are most likely to translate into success on the shelf in the months following. Innova’s research on the Asia Pacific food and beverage market shows that many of the popular trends, such as matcha, Indian masala, and gochujang began as foodservice trends before appearing in packaged goods.
Although originating as a traditional tea ritual in Japan, matcha has now reached cross-category success, demonstrating how foodservice signals can raise global awareness of local trends and inspire innovation. In China, Sablé Cookies by Jiaxing Youxiang Food Co. is adapting the matcha trend to their cookies, launching their Bean Cookies with Matcha Flavor for an indulgent treat.
Bubble tea, known for its chewy tapioca pearls, has also expanded beyond Taiwan’s borders into the wider global food and beverage landscape. The beverage brand, Ocean Bomb, is leveraging the appeal of fruity or creamy milk teas. Adding chewy nada de coco inclusions into their ready to drink teas, they have recently launched lychee and mango flavors that cater to consumer interest in multitextural experiences. Instant bubble tea kits are another way the beverage is entering households, facilitating food service experiences at home.
What’s Next for Global Food and Beverage Innovation?
Across all trends, health is a clear throughline. Brands can expect more protein and fiber across categories. At the same time, health-forward food and beverages will also need to maintain taste and sensory appeal to attract consumers. In the Latin American meat and poultry market, chicken will remain a staple for its convenience, affordability, and versatility. Beef must adapt to pricing pressures with smaller cuts or hybrid alternatives to maintain relevance, and overall, when it comes to protein, Latin American consumers will be looking for traceable, clean-label options. In Asia, brands should look forward to new foodservice innovations, despite the success of matcha and bubble tea. Innova’s research points to Indian masala to spread from its current retail success in Australia and Malaysia to a broader consumer base. Brands should also watch for opportunities with Korean flavors moving westward.
July F&B Launch Highlights
Treats, functional foods, CBD, and supplements feature in Innova’s latest launch round-up. Reese’s Pieces has announced a new innovation, the first in a decade with their Reese’s Pieces with Chocolate Cookie product. It combines the iconic peanut butter flavor with a crispy chocolate center, packing texture into every bite. Bakeful has also broadened its reach in the US retailer, Target. The brand’s new line, positioned as a better-for-you snack , is aiming to connect with consumers seeking healthier enjoyment. Following a successful debut, their new Donutful mini donuts, Muffinful mini muffins, and Brownieful mini brownie line are all made from real ingredients, with 25% less sugar than leading brands.
In functional food and beverage, PLT Health Solutions has announced that the wellness brand GEM Health Inc, has launches the GEM Daily bite, a whole foods-based daily multivitamin. The new launch delivers a wide spectrum of nutrients in a convenient bite-sized format, with recognizable ingredients and sustainable sourcing. Also rooted in real ingredients, Campbell’s has introduced Campbell’s Protein Soups, a good source of protein and fiber that also addresses consumer demand for clean label foods.
BLNCD Naturals and Foundry Nation have announced a collection of cannabis beverages, with functional ingredients. This new lineup combines hemp-derived THC with functional ingredients to create a distinct experience, tailoring to different occasions and consumer preferences. In the supplements space, Plexus Worldwide extends its nearly twenty-year tenure as a leader in gut health with the launch of Plexus Armor. As a first-of-its-kind supplement, it’s formulated to defend and strengthen the gut lining, which is critical to both digestive and immune health.
This article is based on Innova’s Innova Insights: July 2026 Edition report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.