Insights released by Innova Market Insights at Anuga 2025 highlight where the food and beverage industry is heading next.
While nutritional claims, ingredient reformulation and packaging continue to matter, the strongest currents are now driven by culture and emotion. Mental wellness, authenticity, and the continuing evolution of plant-based innovation are setting the tone for global development.
Mental well-being as a product focus
According to Innova, mental health has become one of the most important elements of overall wellness, particularly among younger consumers. Functional ingredients such as lion’s mane, adaptogens and ginseng are being reformulated into everyday products aimed at improving focus and reducing stress. This signals a move beyond physical nutrition toward products that actively support cognitive and emotional balance.
Plant-based finds its own identity
Innova reports that more than half of global consumers believe plant-based foods should stand on their own rather than imitate meat or dairy. Product launches carrying vegan or plant-based claims have grown at a compound rate of around six percent since 2020. Legume proteins such as pea, lentil and bean blends are becoming more common, while brands face increasing pressure to maintain natural credentials without sacrificing taste or texture.
Clarity builds trust
Transparency is expanding beyond ingredient lists. Nearly forty percent of consumers surveyed by Innova regard sourcing information as the most important form of transparency, followed by packaging emissions and third-party certifications. The definition of “clean label” now includes environmental and ethical clarity, not just natural ingredients. Ambiguous or overstated claims risk eroding brand trust at a time when credibility is under scrutiny.
Sustainability and authenticity
Sustainability remains a core purchasing driver, yet Innova notes that consumers are increasingly frustrated by unclear labelling and premium pricing. Credible innovation is emerging, such as fermentation-based chocolate that can cut carbon emissions by up to eighty percent. Practical advances of this kind demonstrate that sustainability is moving from marketing promise to measurable performance.
New patterns of behaviour
Innova’s research also highlights changes in social behaviour. Informal and relaxed dining occasions are growing, while “me time” has become an important factor in how people use food and drink for restoration and personal comfort. Technology is playing a role, with AI-enabled kitchen assistants and digital nutrition tools helping consumers make informed choices about wellbeing.
For industry leaders, the message is straightforward. Growth will come from understanding emotional needs, proving transparency, and driving credible innovation in plant and sustainability areas. As Innova’s Anuga 2025 insights make clear, the next phase of industry progress will depend less on novelty and more on trust, authenticity and relevance.
