Innova Market Insights Reveals Top Food and Beverage Trends for 2027

The company reports that modern consumers prioritize reading nutrition labels and selecting protein based on its quality. Factors such as energy, appetite control, longevity, lifestyle alignment, and sustainability are increasingly influencing purchase decisions, particularly amid rising climate concerns and economic pressures.

The trends are based on global consumer surveys and new product launches. Lu Ann Williams, Innova Market Insights’ president and co-founder, discussed the first five trends during a recent webinar.

The trends identified include:

1. Nutrient Density Design

2. Precision Protein

3. Sensory Playground

4. Metabolic Edge

5. Longevity Engineering

**Nutrient Density Design** focuses on consumers evaluating products for their nutritional returns. According to a 2026 packaging survey, 59% of consumers globally report that they read most or all nutrition information. The focus on sugar remains prominent, but there is also increasing attention to protein and fat values. Innova tracked a 15% year-on-year increase in products that make claims about both protein and fiber.

Williams notes that nutritional value is becoming essential for consumers judging food products. While reduction of negative ingredients is still relevant, brands are reformulating products to enhance their nutritional profiles rather than solely removing components.

**Precision Protein** reflects a growing consumer awareness of protein quality. Launches emphasizing slow and complete proteins saw a 90% increase year-on-year, particularly in sports nutrition and dairy. The data shows that over a third of consumers seek high-quality protein, and many prioritize easy digestion and completeness in their protein sources.

**Sensory Playground** indicates a trend towards diverse sensory experiences in food. Nearly 60% of global consumers are interested in products inspired by various cuisines, with notable ingredients like matcha and ube gaining popularity. Launches featuring freeze-dried formats experienced a 46% growth, and interest in unique textures has also risen, with 56% of consumers seeking interesting combinations.

**Metabolic Edge** highlights consumers’ desire to manage how food impacts their glucose levels, energy, and overall balance. A reported 39% of consumers want products that help maintain steady energy. Eating less sugar and increasing fiber consumption are strategies being adopted to improve metabolic health. Products aimed at appetite control and satiety are also gaining traction, with significant year-on-year increases in relevant launches.

**Longevity Engineering** reflects a shift towards extending healthy lifespans, with consumers increasingly concerned about remaining strong and mentally sharp as they age. More than a third of consumers are looking for support in this area. Innova recorded a 70% year-on-year rise in product launches claiming joint health benefits, with additional growth in products supporting muscle, bone health, and cognitive function.

All year-on-year data pertains to the periods of July 2024–June 2025 compared to July 2025–June 2026.