Innova Market Insights has taken a look back, analysing the major trends shaping new product launches in February.
Functionality, convenience, and value continue to be core drivers of innovation in the global food and beverage market.
Mirroring Innova’s Top Ten Trends of 2026, plant-based protein, beverages, and occasion-based were important trends for the month. Affordability concerns are also having a major impact on retailers' spending and omnichannel strategies.
Beverages with Purpose
Launches in skin and hair health benefits are rising by over 20 percent CAGR (2021-2025), showing that functional ingredients remain a growing global food trend in 2026. Collagen and green tea are top ingredients in the functional beverages market that brands are utilising to support these claims, especially collagen in liquid formats.
Nöm Ag, an Austrian dairy brand, recently launched three new products targeting inner beauty, including a collagen cappuccino and two collagen waters, with vitamin C, biotin, and zinc for cellular support.
Biotin is another ingredient brands are using in the functional beverages market to back claims of skin health and hair support. Brands like Gorgie are also leveraging biotin alongside other natural ingredients to create functional blends. For example, the brand’s Sparkling Protein Energy Drinks feature B vitamins, green tea, and L-theanine to support added caffeine and focus.
Plant-Based Innovations
Reflecting Innova’s Authentic Plant-Based global food trend of 2026, products with pea or plant protein are evolving beyond dairy and meat substitutes to encompass a range of categories and occasions.
According to Innova’s trends research, pea protein is the leading plant-based protein in new launches, but other fast-growing sources include fava beans, textured pea protein, and chickpeas. In snacks, Nutriyummy’s High Protein Chips Pro product features 30 grams of pea protein in a salt-and-vinegar flavour.
Turtle Nature Products has also redefined breakfast with their plant-based protein cereals with prebiotic fibre. Additionally, in Finland, Saarioinen is expanding its plant-based pizza line, replacing meat-based components with broad bean protein, textured pea protein, coconut and vegetable fat, and potato starches.
Made for Moments
Occasion-based innovation is also expanding in global food trends of 2026 through diverse formats. More than two in five Gen Z and Millennial consumers replace meals with snacks at least once a day. This is influencing the growth of protein-rich snacks and single-serve formats in new product launches.
Busy families and on-the-go lifestyles are also driving the Made for Moments trend, as easy-to-prepare meals can help consumers.
Sargento is tapping into snacking occasions, targeting consumers who are seeking healthy options. The cheese brand has launched a new line extension, Balanced Breaks Cheese + Crunch, offering portable charcuterie-style platters of cheeses and seasoned snacks for the on-the-go consumer.
In addition, Egglife Foods has launched its gluten-free Grab & Go egg white wraps. With 16 grams of protein, these new wraps offer a quick, healthy meal option that also meets consumers’ protein needs.
Aldi Süd’s line of Chefs’ Cupboard Slow Cooker Recipe Base Products also highlights the role seasonings play in convenience and family moments, as the Classic Beef Casserole, Garlic & Rosemary Lamb Shank, and Massaman Beef Curry seasonings speed up the dinner process for busy parents.
Senior Health and Wellness
The world’s ageing population is growing, and as a result of this shift, food and beverage innovation will focus more on ageing Boomers. It will be essential for brands to consider their unique health and wellness needs moving forward.
According to Innova’s Health & Nutrition Survey 2025, Boomers are more proactive about their health and believe they can personalise self-care to meet their own needs. Many Boomers choose food and drinks to support weight management, gut health, and sleep, yet many products focus on energy, antioxidants, and immune health.
Therefore, brands should leverage functional ingredients in senior nutrition to present foods as a form of self-care to older generations. Farmers Studio introduced their mix of snacking seeds harvested from prickly water lilies in India, promoting antioxidant content, anti-inflammatory properties, collagen, minerals, and tryptophan for longevity and sleep benefits.
In France, Mala Girl also launched a powdered broth product featuring basil and turmeric as key ingredients to help balance stress, support immune health, and reduce inflammation.
In addition, within senior nutrition, beverages account for two in five product launches. From both a size and growth standpoint, teas lead product launches, with green tea, ginger, lemongrass, and cinnamon among the top ingredients.
Within the beverage category, protein is also a top growth ingredient. This aligns with consumer preferences since half of Boomers are including more protein in their diets.
Compared to beverages, supplements are more targeted in their benefits and can also stack multiple claims within a single product. Primarily, Boomers turn to supplements for immune support, heart health, and bone and joint support. Product launches in supplements have risen, but there is further growth potential in the senior nutrition market.
Moreover, botanical and herbal supplements have overtaken traditional vitamins and minerals as key ingredients. Unlike the latter two, botanicals and herbs often target more specific functional benefits while appealing to consumers seeking natural ingredients.
Hydrogen waters are also emerging as wellness drinks that rely on molecular hydrogen for antioxidant effects, longevity, and mental acuity. Further research is also underway on the benefits of NMN (nicotinamide adenine dinucleotide) for addressing age-related concerns, highlighting potential avenues for innovation. Brands like Biohack Wanderlust Enzymes are already launching supplements leveraging these new findings.
The Omnichannel Shift
As costs rise, consumers are shifting their spending from eating out and restaurant delivery to purchasing groceries in person or ordering them online. Thus, key opportunities lie in enhancing omnichannel experiences for consumers that foster loyalty. This can be achieved by providing consumers with quality offerings, meeting specific needs, and making the online experience more seamless.
Half of consumers say they are eating out less because of cost concerns. As a result, retailers are fighting to win back consumers, and Innova’s global food trends research indicates that good value for price will be the most lucrative opportunity for brands.
With the rise and popularity of weight-loss medications, brands are also adapting their menus to include GLP-1-friendly foods that address the need for smaller portions, high nutrient content, and lower carb content.
The rise in online shopping also demonstrates the essential role technology plays in the omnichannel marketplace.
What’s Next
When considering the market's future direction, there are many opportunities for brands to explore when formulating business strategies and developing future innovations. The mainstream adoption of AI highlights opportunities for brands, as they can leverage technology for personalised and micro-targeted strategies to address senior health concerns.
With the rise of weight-loss medications, stacked claims for high-protein and weight-management products will also be important for GLP-1-friendly foods, as brands can help older adults make the connection between protein and weight management.
Positive experiences, alongside quality food, are also important to consumers when it comes to value, and brands can address this by placing greater emphasis on fast delivery to boost satisfaction. Experiential events like tasting flights and live prep stations will also begin to blur the line between channels, delivering unique meal experiences for consumers.
Finally, digital perks also make customers feel valued and that their purchases are worthwhile.
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