Product launches that contain cocoa as an ingredient and feature ethical claims are gaining ground. In the last five years, the annual growth is +6% (CAGR, 2017-2021). Manufacturers highlight the sustainability of cocoa by using claims such as fair trade, conscious farming practices, and promoting fair payment to the local farmers and communities. This ethical trend is noticeable not only in confectionery but also in other product category launches, that use cacao as an ingredient for different products such as bakery, dairy, desserts, and other.
Innova Market Insights data indicates a +19% increase in Halloween-themed product launches between October 2020 and September 2025. Brands are introducing limited-edition flavors with spooky or spicy twists, while also transforming familiar products into playful shapes like pumpkins and ghosts.
According to Innova Market Insights data, consumers are interested in various ingredients as their protein sources. One in two consumers picks rice as their primary protein source. Some 43% of consumers name vegetables (broccoli, spinach, asparagus, etc.) as their preferred protein source, while 41% pick various nuts, opening a path to ingredient innovation in F&B space.
Innova Market Insights reveals a clear shift in consumer habits: 39% have adjusted their diets to cut back on processed and packaged foods. In comparison, 26% specifically aim to eliminate processed snacks and junk food. This opens a path to health innovation as consumers start to search for healthy claims & ingredients in processed foods.
Innova Market Insights data shows that F&B launches featuring sustainable and ethical claims increased by 5% between July 2020 and June 2025. Bakery was the leading category, accounting for 25% of NPD during this period. Additionally, sustainable Hot Drinks increased, rising by 9% over the five years.
Innova Market Insights indicates a 22% year-over-year growth in snack launches featuring health claims between April 2023 and March 2025. Over half of these launches were from Asia. Snack nuts and seeds were the top subcategory, and almond was the top ingredient. The top three health-related positionings were heart health, energy and alertness, and weight management.
Innova Market Insights data indicates 9% growth for color ingredient use in F&B launches globally from April 2020 to March 2025. Bakery & Confectionery was the leading category for these launches, and there is also an increase in color ingredient use for various drink launches, such as Hot Drinks and Soft Drinks.
