June 10, 2026 – Sustainability concerns are important to consumers worldwide, with many consumers saying that the health of the planet is the global issue that concerns them the most. This means consumers are looking for improved sustainability credentials when making a purchase. At the same time, trust can be an issue. Brands are coming under increasing scrutiny for practices and claims. Clear messaging and transparency are becoming increasingly important in sustainable new product development in the food industry. Using analysis of consumer research and launch trends, Innova Market Insights discusses issues surrounding ‘justified choices’, a top 10 trend from Innova for 2026. It highlights the evolving nature of sustainable-led innovation.
How Is Sustainable New Product Development In Food Aligning With Consumer Preferences?
Sustainability is overwhelmingly important to consumers when making food and beverages purchases, but consumers need to feel that they are making a difference and that they can see positive environmental benefits in what brands are doing. 32% of consumers globally feel higher prices are justified if brands can demonstrate that they support local farmers or communities, suggesting that actions that are more noticeable and visible to them personally are key. Consumers are becoming ever savvier in their awareness of food and beverage sourcing and production. Sustainability concerns are attracting ever more scrutiny over the environmental impact of a product. Many brands, both major and small, are formulating (and reformulating) with sustainability at the fore, but this must be meaningful to the consumer and well communicated.
Clear Messaging On Ingredient Sourcing Is Key
Lack of trust in what brands are doing to be more sustainable can deter purchases. 2 in 3 consumers globally say that transparency is moderately or extremely important when it comes to sustainable food and drink products. The importance of where ingredients we eat come from also increases with age. NPD is increasingly focused on clear ingredient sourcing, more specific on-pack details and even brand names carrying sustainable terminology. For their part, innovators see value in being more accountable as their efforts come under ever more scrutiny. For example, UK retailer Tesco has called for a national framework to standardize environmental data. The company has extensively expanded its own data baseline with its Sustainable Farming Program. As a result, 360 farmers will receive help to capture soil, water, and nature data at scale for the first time.
How Important Is Packaging In Sustainable F&B?
Most consumers find sustainable and transparent packaging appealing, with 2 in 3 considering it important, especially given recent developments in food packaging. As a major player in the alternative milk category, Oatly puts its environmental impact at the forefront of its brand strategy. It uses a considerable proportion of product packaging to explain to consumers why this is important, while the company website clearly outlines all aspects of its production and how these measure up to its environmental goals, including highlighting both successes and failures. This level of transparency can help build consumer trust and brand relationships. Other sustainability concerns in F&B packaging include ocean and microplastic pollution.
What Is AI’s Role In Tackling Sustainability Goals?
AI is being increasingly adopted by the industry as a tool to improve company environmental performance. Around 42% of consumers globally are comfortable with AI being used in the development of food and drinks products, with its role in various production processes, such as reducing water and managing quality, most likely to put consumers in their comfort zone. Examples are given on how AI is being utilized to improve efficiency by food and beverage companies, which in turn can tackle issues such as food waste and energy output.
PepsiCo partnered with Siemens and Nvidia to use digital twins for simulating and optimizing plant and supply chain operations. This approach aims to boost sustainability by reducing waste, monitoring food quality, lowering energy consumption, and increasing efficiency. However, despite consumers feeling comfortable with AI use in many areas of food and beverage production, many feel that a human touch is still required when it comes to ethical decisions.
How Does The Cost of Living Affect Sustainable NPD?
Various added costs in production to reach their sustainability goals can mean brands passing on higher prices to consumers. Currently, 1 in 2 consumers globally would be extremely or very willing to pay more for sustainable practices, with animal welfare standards topping the list of sustainable actions consumers are willing to pay for. However, this still leaves a sizeable percentage of consumers that aren’t so willing to pay for sustainable practices in food and drink products. This will result in brands having to make a balance. Shifting toward more sustainable and ethical NPD, but in such a way that consumers can be confident in the messaging and to be able to validate the extra costs in their weekly spending budget. One way to make increased costs acceptable would be ensuring that NPD also improves the quality or taste of the product, as 29% of consumers say this would make a higher price for a sustainable product feel justified.
What’s New For New Product Development In The Food Industry?
The industry must look to raise awareness but also be transparent about sustainability results to raise consumer trust. While sustainability is important to consumers, that shouldn’t be the only consideration in new product development in the food industry. Consumers need to align any ethical principles with wider product appeal, and products must deliver in terms of quality and taste. NPD trends reveal that AI is advancing in sustainable production, but not at the consumer level. We can expect more progress in AI’s role in consumer motives and purchasing. Furthermore, brands should maximize the use of tech to help consumers make more informed purchasing decisions. With the increased use of on-pack QR codes, there should be more easily accessible information on brand activity. Clear, honest communication and commitment to sustainability and quality will garner trust from consumers. Sustainability remains a tiebreaker; it wins when it feels tangible, transparent, and truthful.
This article is based on Innova’s Top Trends 2026: #10 – Justified Choices – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.