June 01, 2026- Innova Market Insights is taking a look at the latest food trends that shaped new product development and launches in May. Consumers are expecting more from their food, whether this is more protein, fiber, or health benefits. Occasions are also continuing to play a central role in innovation, from on-the-go formats to those that replace traditional mealtime occasions. The “Innova Insights: May Edition” report delves into these major trends of this month and what brands can expect down the road in terms of upcoming innovation opportunities, viewed through the perspective of Innova’s Top Ten Trends of 2026. This edition also covers the role of flavor in the Latin American snack market, the reception of high protein offerings in Europe, and product launch highlights for the month.
How are launches in May reflecting the “Beverages with Purpose” trend?
The newest trend in functional beverages is claim stacking, an approach that combines two or more physical and mental health benefits within a single product. In Traditional Chinese Medicine (TCM), black foods are embraced to support the kidney and bladder, as well as longevity, fertility, and vitality. The brand Wangbaobao leverages elements of Chinese heritage with its new Walnut and Sesame Five Black Powder powdered hot drink mix, comprised of black rice, black beans, and black sesame seeds. In China TCM remains an integral part of the healthcare system, and beverages like this underscore the use of natural, whole foods to achieve functionality. Similarly, Healthy Buddie’s new Memory and Focus tea draws on the traditional Ayurvedic tradition. A blend of nootropic herbs and ashwagandha, the tea supports memory, focus, and stress.
What does “Authentic Plant-Based” look like for global consumers in 2026?
Innova’s food trends research indicates that consumers are embracing plant-based for its natural benefits, rather than a replacement for traditional sources of meat. Nevertheless, the rising trend against ultra-processed foods is acting as a barrier to consumers looking to purchase plant-based products, with 23% of consumers saying that too much processing prevents them from making more plant-based purchases. In response, brands are adding more natural claims in plant-based or vegan foods. Origin positions its Vegan Protein Bars as plant-fueled with pea, almond, and soy proteins. The inclusion of chicory root fiber also speaks to gut-healthiness, and its all-natural ingredient list, as well as natural and no artificial sugar claims, highlight authenticity. Kronō Crisp’s Strawberry and Cream and Pretzel and Chocolate sports bars also use clean, real and vegan ingredients for a natural energy source.
How is innovation increasingly reflecting the “Made for Moments” F&B trend?
Occasion-based innovations are expanding through diverse formats, driven in part by the preferences of younger generations. For instance, food trends show that more than half of younger consumers replace traditional meals with snacks at least four times a week. Although this influences the development of on-the-go products, consumers also value healthier snacks, flavor, product safety, and natural ingredients. Singapore’s Hey! Chips recently launched their new Superbeans Edamame and Chickpea Protein Mix snack line, made with whole, dehydrated beans in two flavors. In either resealable or mini-packs, these snacks are not only convenient but also support immune, gut, and joint health with no artificial ingredients. New food trends demonstrate that mushrooms are also having a moment, and Albert Heijn’s private label brand, AH, is riding this wave with its Natural Shiitake vegetable snack. Despite the mushroom lacking functional benefits, natural claims carry this snack, with added vitamin E from plant oils. However, it also loses some ground with palm oil, rice oil, and maltose syrup, which are processed ingredients. Innova’s research on new foods trends shows that mushrooms are novel enough to entice curious consumers, but examples like this highlight the need to still consider ingredient lists.
Why is flavor a game changer for snacking reformulation in Latin America?
In the Latin American snack market, flavor is the ultimate measure of a snack across generations. A majority say they consume snacks to treat themselves, but growing government and health agency pressures are impacting reformulations beyond flavor. This highlights a clear tension between what consumers are craving and the results brands are expected to deliver.
The latest food trends show that Latin American consumers universally perceive salty snacks like chips and popcorn as indulgent, despite being vilified as ultra-processed. Moreover, over half point to the quality of a snack’s flavor as being the main defining characteristic for indulgence. One of the richest flavors introduced in the Latin American snack market in 2026 was Lay’s Potato Chips with French Camembert Cheese flavor, a seasonal introduction that was co-branded with the FIFA World Cup 2026.
That being said, many nutritional concerns are increasingly reflected on front-of-pack warning labels. For example, Brazil implemented the Nova food classification system back in 2014, which focuses on food processing levels and has since updated guidelines to exclude UPFs completely. Chile’s requirements for front of pack labels also took effect in 2016. Brands are still under pressure but must balance reformulations, so flavor is still central to current food trends. Tojitos homemade Green Plantain Chips with Sea Salt achieve this balance, having been reformulated to deliver consumers with a clean and minimal ingredient list. Beyond local, artisanal production, these chips fall below all Colombian regulatory warning thresholds that also doesn’t compromise on flavor. Nonetheless, 35% of Latin American consumers seek healthier options in cereal bars, signaling that brands who are able to turn health into a selling point not a sacrifice will succeed. Somos Pita Chips do just that with three simple ingredients and only 3 grams of sugar that deliver a clean, tasty snack that doesn’t compromise flavor.
Why do consumers demonstrate a love for high protein F&B in Europe?
Protein has become a defining nutritional trend, with younger European consumers at the forefront of this movement. 61% of Gen Z are consuming more protein, and nearly 1 in 10 new food and beverage launches in Europe carry a high in protein or source of protein claim. Food trends demonstrate that the growing focus on protein is altering the kinds of foods Europeans choose to meet their protein needs, especially when a snack can deliver the same nutrients as a full meal, and protein is an important claim consumers look for when seeking healthy snacks. They are also searching across a wide range of categories, including bakery, cereal, sodas, and coffee that aren’t known for protein.
Quaker’s Protein Granola (in both Mango and Passionfruit and Chocolate Brownie with Salted Caramel) highlight this protein trend, offering two options for breakfast and snacking occasions. Nut spreads with protein claims are also emerging and already expanding into other areas, such as chocolate spreads. Aleksandrija Fruska Gora’s Protein Cocoa Cream with Hazelnut spread is an example of this, a versatile protein source that can accompany a multitude of consumption moments.
In contrast to younger generations, older Europeans are more likely to stick with traditional meals and prefer food and beverages naturally high in protein. Current food trends highlight that dairy and legumes are at the top of the list for protein ingredients. Biopont’s Organic Lentil 24% Protein Snacks take advantage of the protein content of lentils, with an added boost from pumpkin seed flour, to offer consumers a snack with simple, plant-based ingredients. Yet the status of products like these, considered extrusion snacks, remains an important factor for brands. Under the NOVA system, they are classified as ultra-processed foods that could leave consumers questioning real and natural claims.
Finally, private labels are also closing the gap between quality and functionality in food trends. As prices rise, Europeans are purchasing more private label options, and Innova’s consumer trends research indicates that 25% have increased their store brand purchases over the last year. This is driven by perception as private label as functionally and nutritionally equivalent to manufacturer brands.
What’s next for food trends in 2026?
Latin American snack brands can expect that products that offer energy pick-me-ups to get through the day or offer a moment of relaxation will add value to consumers. This can be achieved through added protein and adaptogens or nootropics. Food trends indicate that formulating around warning labels and UPF taxes, while also focusing on flavor, will also lead to success. As for high protein food and beverage in Europe, protein will continue to expand across categories, and brands should continue to integrate healthy ingredients and health benefits to create product varieties that offer high protein combinations with low sugar, fiber, or functional ingredients.
F&B Launch Highlights
May’s launch highlights reveal how the latest products and food trends are revolving around flavor, functional foods, and limited editions. Notably, Garret Popcorn Shops and Mike’s Hot Honey have teamed up on a sweet and savory popcorn mix. Ryl Tea, a rapidly growing ready-to-drink beverage brand, has also joined forces with The Hershey Company to blend Jolly Rancher’s fruit flavors into iced tea. This lineup reimagines the bold and iconic flavors fan love in a beverage format, offering fans a nostalgic, refreshing, and zero-sugar option for daily drinking occasions.
In functional F&B, Cleveland Kitchen has unveiled a new, Korean-styled take on coleslaw that merges wellness and flavor. The Korean Coleslaw is crafted with a probiotic strain derived from gochugaru chili peppers for both skin and gut health benefits. The energy gummy brand, GateDrop, has also entered the market with a new energy gummy made from all-natural caffeine. This is derived from green, unroasted coffee beans for clean and precisely dosed energy. Finally, Quaker has introduced rice crisps with protein, addressing consumer demand for protein, while also maintaining the light texture and crunch that consumers have come to love. Available in both a sweet and savory flavor, Quaker’s Protein Rice Crisps underscore one example of PepsiCo’s mission to evolve its product portfolio with functional ingredients.
When it comes to limited editions and season moments, Mars is getting ahead on the Halloween season, leaning into new textures and festive shapes. SKITTLES POP’d will launch a new Creepy Crunch flavor, and the TWIX brand is introducing TWIX Skull Singles for a seasonal approach to its iconic cookie bar. Nilla Wafers is also leveraging cultural relevance as a food trend, collaborating with Lucasfilm for a special-edition Grogu Nilla Nummies treat, and Lay’s is also launching 40 new flavors inspired by global cuisines across North America, South America, Europe, Africa, and Asia in celebration of the FIFA World Cup 26.
This article is based on Innova’s Innova Insights: May 2026 Edition report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.