September 30, 2026 – Each year, Innova Market Insights uses its 360 approach to trends tracking, consumer research, product launch data, and category insights to shed light on what health food and beverage brands need to know for innovation in the year ahead. This year, Innova Market Insights’ Top Health & Nutrition Trends 2027 report dives into the top health and nutrition trends Innova has identified for 2027, the greater macro context, and how brands can use these insights to support their strategy moving forward.
What Macro Context Look Like for Health and Nutrition in 2027?
Globally, consumers are investing more in their health, though this comes with more scrutiny. 29% of consumers globally plan to spend extra money on their health in the next 12 months, but that doesn’t mean they are less selective. In fact, Innova’s health and nutrition trends research indicates that the majority are more careful when evaluating their choices. Staying healthier for longer is the primary goal, and overall, health and nutrition is moving toward more personalized solutions, longevity support, and optimizing nutritional value.
Trend #1: Metabolic Health
When it comes to health trends, GLP-1 medications have brought metabolism into the spotlight, with healthy aging and preventative health priorities also making it a broader consumer priority outside of GLP-1 users. 43% of consumers are already taking action by eating more fruit and vegetables to support their metabolic health. Eating less sugar, eating more fiber, and increasing protein intake are other strategies for addressing health trends and preferences. Brands are also supporting metabolic health in different ways, from the growing presence of metabolic function or metabolic health claims in supplements to incorporating active ingredients for more benefits.
Trend #2: Targeted Energy
Consumers around the world are looking for proactive ways to manage their energy levels with solutions that meet their specific needs and lifestyles. This shift in nutrition trends is driven by the combination of consumer needs, growing metabolic health awareness, and technologies that help consumers track and manage their energy throughout the day. Consumers are increasingly viewing energy in a holistic way as well, and for younger consumers like Gen Z and Millennials, being productive is a key driver. Launch trends reflect these preferences with broadening energy options in food and beverages, with mental and emotional energy-related claims seeing the strongest growth.
Trend #3: Feel Good Function
Innova’s health and nutrition trends research shows that consumers are looking for convenient ways to access well-being benefits in everyday formats. 59% of consumers globally agree that functional foods are a convenient way to support their health, and they are looking for help with sleep, immunity, gut health, energy, and stress support in their daily lives. Gen Z are the most engaged in growth areas like focus and skin benefits, but gut health and hydration are the fastest growing claims in soft drinks, snacks, and confectionery. To get the most out of products, brands are also shifting to multi-benefit solutions to achieve the maximum return on every sip and bite.
Trend #4: Food Synergy
As consumers are looking to optimize the nutritional and health benefits out of the food and beverage products they consume, combining ingredients and nutrients is a key health and nutrition trend in 2027 that is helping to maximize health value. Consumers demonstrate a strong interest in the concept of food synergy, with 3 in 5 interested in food and beverages where ingredients are chosen to work well together in order to support health outcomes. Currently, synergy-related claims are more prominent in supplements, but consumer interest is highlighting how this trend is one to watch in food and beverage innovation.
Trend #5: Dietary Diversity
Variety is a very important theme in healthy eating and nutrition trends, helping consumers not only balance enjoyment and nutritional value but also sensorial interest. 63% of consumers globally say they try to eat a wider variety of foods to get different health and nutrition benefits, highlighting how consumers are interested in using diet to improve health. However, Innova’s research also highlights that cost and effort can act as barriers to cooking healthy foods. This means that for brands, creating easy and cost-effective solutions will be essential to new product development and positioning food as an effective tool for health.
This article is based on Innova’s Top Trends Health & Nutrition Trends 2027 report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.