Innova Market Insights data indicates that health is a top priority for consumers worldwide, with 78% saying eating healthy foods is essential for them. Data shows that from July 2020 to June 2025, global F&B launches featuring health claims grew by 2%, particularly in the bakery, dairy, and soft drink categories. No additives was the top health claim, and hydration claims increase for NPD. Global growth in F&B launches with protein ingredients had a 4% year-over-year increase.