Innova Market Insights has highlighted the growing global trends during September 2025, from healthy eating to functional ingredients.
Globally, consumers continue to value healthy eating and functional ingredients as enduring trends. As part of this shift, microbiome health, plant-based proteins, and climate considerations are driving choices, especially among younger generations. Brands are responding with nutritious, transparent, and sustainable products. The report “Innova Insights: September Edition” explores how Innova’s Top 10 Trends 2025 reflect the influence of consumer values on the global food and beverage market.
Consumers are prioritising microbiome health, and brands are expanding to include the youngest generation. From peanut alternatives to fruit snacks and baby foods, companies are introducing products that help children develop a healthy microbiome.
Brass Roots has created a kid-friendly snack that supports gut health. Its Incan Seed Butter uses Sacha Inchi, seeds native to the Peruvian rainforest, rich in omegas, fatty acids, and amino acids. The product also includes sunflower seeds, inulin for fibre, and one billion CFU probiotics, all packaged in a convenient spouted pouch.
Bear Snacks is also targeting children with its Bear Fruit Bites, made with real fruit ingredients such as apples, pears, pineapples, and mangos, naturally rich in fibre.
Protein remains a rising trend worldwide, offering opportunities for plant-based alternatives. Product launches of fish and seafood substitutes have increased annually over the past five years. Revo Foods stands out with its black cod alternative made from umami mycoprotein and microalgae, producing far less carbon and using 95 percent less water.
Violife is also innovating in the plant-based space with its Supreme Cheddarton cheese alternative. Alongside coconut oil, the formulation now includes lentils and chicory root fibres to boost protein and reduce fat.
Climate concerns remain a priority for both brands and consumers, with many seeking solutions that balance values and environmental impact. According to TechnoServe, regenerative agriculture can increase smallholder farmers’ income by over 60 percent while reducing emissions and improving crop resilience.
JDE Peet’s supports this approach through its Common Grounds programme, promoting regenerative agriculture. Nestlé has also advanced sustainability with its Aero Real Milk Chocolate Mini Bars and KitKat Matcha Latte, produced using cocoa from its Nestlé Cocoa Plan, which aims to improve farmer livelihoods.
The global beverage market is evolving as consumers move away from sugary, artificial options toward natural, health-forward alternatives. Dairy alternatives are outpacing milk and drinkable yoghurts, while performance protein drinks are gaining traction among seniors and active consumers.
Nestlé’s Vital Proteins brand has launched a Collagen & Protein Chocolate Shake in a ready-to-drink format, appealing to Gen Z consumers who prioritise convenience. Danone has expanded its protein drink range with salted caramel, chocolate, and vanilla flavours, and launched Oikos Fusion, a functional drink for GLP-1 users containing zero sugar and over 20 g of protein.
Energy drinks continue to expand alongside dairy alternatives. Celsius Live Fit dominates the market with its Fizz Free non-carbonated line featuring two limited-edition flavours. These sugar-free drinks contain 200 mg of caffeine from green tea and guarana, plus ginger root, vitamins B and C for digestive and immune support.
Innova predicts continued growth in the functional beverage market, with major brands partnering with smaller companies to broaden portfolios. AI-driven ingredient discovery will likely introduce new functional and mood-enhancing formulations.
Bakery is evolving from indulgence toward health and transparency. Brands are using natural, recognisable ingredients that build consumer trust. Dan On Foods’ Dans Nut Protein Bites exemplify this, offering simple, naturally grown ingredients positioned as nutritious and artisan-inspired.
Baked goods also serve as vehicles for added fibre, protein, and whole grains. Brands are reducing sugar, fat, salt, and carbs while highlighting functional ingredients like oats or blueberries for heart and antioxidant benefits.
Mr. Kipling’s Breakfast Bakes Blueberry sponge cakes include oats, blueberry pieces, and vitamins B6 and B12 for energy metabolism, with reduced sugar and no hydrogenated fats.
Looking ahead, bakery innovation will continue to focus on better-for-you claims and nutritional boosts. Fibre-enriched or probiotic-infused baked goods will support digestive health, while vitamin-enhanced loaves may help address nutrient gaps like calcium and vitamin D.
New flavour fusions remain a major innovation theme. Maruchan’s Yakisoba line introduced Mango Habanero and Pineapple Jalapeño variants that embrace the “swicy” (sweet-spicy) trend. Kellanova’s Pringles also launched smoky-themed flavours such as Smoky Bacon and Smoky Mesquite BBQ, reflecting ongoing demand for bold, sensory-driven snacking experiences.
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