Key findings

Innovation in Soft Drinks

Soft drinks brands are catering to health-conscious consumers and demand for added value. Key innovation areas include functional benefits, natural ingredients, bold flavours and new formats. Opportunities lie beyond energy and hydration benefits, especially in mood-enhancing and relaxation drinks. Creative flavour extensions, co-branded partnerships, and convenient powder concentrate formats offering varied functional benefits present strong potential.

Innovation in Hot Drinks

In hot drinks, functionality remains a key driver of innovation, with opportunities in digestive health, mental wellbeing, and energy. Brands should prioritise cold consumption occasions by developing products that taste great when chilled, particularly to appeal to Gen Z. As consumers increasingly seek affordable indulgences, brands are encouraged to adopt branding that positions their products as enjoyable, everyday luxuries.

Innovation in Packaged Food

Packaged food innovation is rebounding, led by demand for functional, better-for-you products. Consumers are placing greater emphasis on benefits such as gut and brain health, immune support, and weight management, while also showing strong interest in bold, culturally inspired flavours and unique textures. As private labels expand with affordable, nutritious offerings, brands must balance functionality, sensory appeal, and affordability to stay competitive.

Innovation in Pet Care

Pet food innovation is being shaped by premiumisation and pet humanization. Functionality remains key, with brands increasingly offering targeted solutions for pets’ physical, emotional, and behavioural wellbeing. Aligning sustainability claims with health positioning might further boost consumer trust and perceived value. A deeper understanding of pet need states will support more tailored offerings, enhancing product positioning and differentiation.