Page 32 - FoodFocusThailand No.238 January-February 2026

SPECIAL REPORT

They notice when their digestive system is healthy, and they
also notice its positive impact on other aspects of health such
as immunity, energy, and improved skin. Newest product
launches feature more comprehensive promotion of gut health
benefits, including probiotics and prebiotics claims, ingredient
descriptions and explanation of mechanisms of action for
probiotics and prebiotics, and tangible benefits like relief of
discomfort, bloating, and gas. Stepped up ingredient
explanations can reduce consumer confusion and help
consumers find the products they want and need.

Layers of Delight Indulgence is essential in
today’s challenging and stressful environment.
Indulgence is evolving into a comprehensive experience
that goes beyond sensory enjoyment to capture moments, Worth Every Bite Products need to offer value and
create moods, and support health. Indulgent claims on affordability during these times when economic pressures
food and beverage launches are solidly on the rise. are palpable. Attracting and retaining loyal consumers calls for a
Indulgence features and claims can grab the attention of combination of product affordability and accessibility. Consumer
the majority of consumers globally who like to explore new responses in the Innova Trends Survey 2025 identify accessibility
food and beverage products when indulging, along with and affordability as leading values when considering the diets of
the smaller proportion of consumers seeking indulgent consumers. Global food and beverage trends indicate that
products that also are familiar. Brands are stepping up their consumers may not be looking for anything fancy – many prefer
creativity around indulgence, using surprising elements foods that are simple and straightforward foods during these
like mystery flavors, textured layers, and hidden uncertain times. Brands can attract consumers by highlighting
components. Other brands recognize that indulgence also special pricing, new formulations, minimal processing, and
involves honoring traditional heritage recipes and ingredients that are simple and natural. Value and worth incorporate
ingredients. price and much more.

Beverages with Purpose It’s hard to ignore Mind Balance Today’s world is stressful, so it’s no
the proliferation of innovative beverage launches surprise that mental balance and well-being, and products
offering health benefits. Beverages lead other products in with mental health benefits, are top priorities for 2026. Consumers
the depth and variety of their innovation for wellness, around the world turn to food and beverage products for natural
especially from hydration ingredients and benefits and effects related to mental health such as energy, stress relief, and
functional additives in convenient formats. One-year launch brain health. Mental health priorities vary among generations, with
data analyzed by Innova shows solid growth in new Millennials topping others in their level of concern about mental
beverage launches with a hydration claim. In a boost health. With stress relief top-of-mind, new product launches such
beyond protein benefits, three-quarters of consumers as sparkling tea with adaptogens from green tea, ashwagandha,
globally say that dairy-based drinks are a healthy snack. lion’s mane, reishi mushroom and acerola mushroom can be highly
Product innovation tracked by Innova includes indulgent appealing to consumers. Energy benefits in beverage products
coconut water with electrolytes for hydration and calcium- often call out their targeted mental health benefits of their functional
and protein-rich flavored milk for strong bones, tooth ingredients, for example, mental clarity.
development, and tissue building and growth.
Crafting Tradition According to Innova’s food and
Authentic Plant-Based Plant-based beverage trends research, heritage speaks to consumers
positioning has helped drive Innova’s Top 10 Food in uncertain times by offering comfort, reinforcing identity, and
Trends for nearly a decade. What is notable about the 2026 strengthening authenticity. Globally, consumers tell Innova how
food and beverage trend, Authentic Plant-based, is the much they value using and maintaining recipes that are traditional
recognition that plant-based is transitioning from imitating to their culture. Product innovation examples include soups using
animal proteins to providing its own nutrition benefits, recipes from specific regions of a particular country and fermented
especially the benefits from natural plant-based proteins. products that use natural, traditional methods and locally grown
Nearly two-thirds of consumers surveyed globally by Innova ingredients.
say that plant-based products should be able to stand alone
rather than substitute for other foods. Consumers also Justified Choices Consumers globally want to anchor
prioritize protein sources that are natural or minimally their food and beverage choices responsibly. Sustainability
processed. Examples of authentic plant-based innovation continues to appeal to consumers, especially when it is tangible,
include a quick-to-prepare protein bowl meal with plant connotes transparency, and offers everyday benefits. A solid
ingredients and a new pasta made with peas, lentils, and percentage of consumers globally recognize the importance of
cauliflower. sustainability in the food and beverage products they purchase.
One area to watch is the support of local farms, where claims and
Made for Moments Going beyond health descriptions are increasing on. A new organic coffee launch ticks
benefits, brands emphasize the importance of off several sustainability boxes. It recognizes the importance of
food and beverage product formats for different occasions. small-scale farmers in protecting ecosystems, acknowledges the
Occasion-based innovation is growing, as evidenced by intense work required to farm coffee organically, supports
the range of format choices in snacks, fresh meal options, cooperatives of regenerative farms, and ties its product mission to
and single-serve versatility. For lunch and dinner at benefits for the planet, farmers, wildlife, and the global community.
home, fresh formats and frozen formats are popular.
Snacks invite single-serve packaging and resealable
formats to allow for longer and repeat periods of enjoyment.

32 FOOD FOCUS THAILAND JAN-FEB 2026 More Information Service Info C002

12/1/2569 BE 13:22
27-32_Special Report_Innova.indd 32 12/1/2569 BE 13:22
27-32_Special Report_Innova.indd 32