The food and beverage industry is bracing for a transformative year in 2026, as shifting consumer preferences and innovative product development continue to reshape what ends up on our plates and in our cups. Over the past twelve months, the sector has seen a whirlwind of trends: high protein, high fibre, clean label, gut health, food as medicine, and functionality have all played starring roles in boosting consumer spending and driving a wave of new launches, according to FoodNavigator. But as the calendar turns, where is the industry headed next?
According to market analysts at Mintel, the days of "maxxing out" on protein and fibre—where consumers sought to cram as much of these nutrients into their diets as possible—are fading. Instead, these once-novel nutrients are now simply part of the mainstream. "Protein and fibre are cutting through the wellness noise in 2026 and going mainstream as easy to understand, accessible and essential nutrients," explains Alex Beckett, senior director of food and drink research at Mintel, as reported by FoodNavigator.
Yet, Beckett warns against expecting a continued obsession with single nutrients. "Look back at fat-free in the 1980s or carb-free in the noughties. History shows how dietary patterns shift from fixation to moderation," he notes. This moderation is expected to take center stage, with Mintel predicting that from 2030 onward, consumers will move away from rigid nutritional targets and embrace a more inclusive, diverse approach to eating. The new focus will be on the cost, health, taste, and ecological benefits of diversifying protein and fibre sources—a shift that will appeal to both consumers and producers looking for more sustainable options.
Fueling this transition is the ever-growing interest in gut health, which has made nutrient diversity a household conversation. The rise of GLP-1 drugs—a class of medications originally developed for diabetes but now widely used for weight management—has further nudged consumers away from fixating on protein alone. As FoodNavigator highlights, the connection between GLP-1 drugs and digestive health has made people more aware of the importance of a balanced diet. Beckett observes, "Yes, protein will remain an essential and desirable nutrient. But the fact it is being consumed at the expense of other nutrients, and is becoming synonymous with superficiality and extreme, ideological ways of eating, will hasten consumer interest in trying more diverse sources."
But it’s not all about the nutrients. In a world increasingly shaped by artificial intelligence and rapid technological change, nostalgia is emerging as a powerful force. According to Alice Pilkington, principal food and drink analyst at Mintel, nostalgia is set to become one of 2026’s defining trends. She explains that, for many, nostalgia offers an escape—a way to revisit “simpler” times amid the volatility of modern life. This sentiment is playing out in the ambient aisle, where brands like Bold Bean Co are shaking up the category by combining the practical benefits of canning and jarring with quality, provenance, exciting flavors, and personality. Pilkington tells FoodNavigator, “These brands are successfully merging the practical benefits of canning and jarring with quality, provenance, exciting flavours and personality.” The success of these products is inspiring more companies to rediscover heritage ingredients and recipes, presenting them in formats that feel both modern and relevant.
This return to the past isn’t just about flavors and packaging—it’s also about values. The old adage "waste not, want not" is making a comeback as consumers confront the realities of a growing global population and climate pressures that threaten food production. Analysts predict this principle will become central to consumer behavior once again, with people seeking to minimize waste and maximize the use of available resources.
Of course, not all consumers are looking backward. At the other end of the spectrum, novelty and sensory innovation are capturing imaginations. Pilkington points to the rise of "dirty" sodas and Dubai chocolate as examples of products that have become viral sensations thanks to their playful, multi-sensory appeal. As she explains, "Whether it’s ‘dirty’ sodas or Dubai chocolate, multi-sensory innovations have become synonymous in recent years with playfulness, novelty and viral sensations." But as this trend grows, brands will need to go beyond simple gimmicks. The next wave of innovation will be all about engaging the senses—through color, texture, and aroma—to create food and drink experiences that are as exciting as they are delicious.
This sensory focus is more than just a marketing ploy. For some consumers—especially those taking GLP-1 drugs, who often report a diminished sense of joy in eating and drinking—products that offer a richer sensory experience could be a game-changer. Underserved groups such as the elderly and neurodiverse individuals may also benefit from these innovations, which promise to make eating more enjoyable and accessible for everyone.
As 2026 approaches, it’s clear that consumers are no longer satisfied with one-dimensional products. They’re seeking balance over excess, comfort alongside novelty, and functionality combined with sensory pleasure. For brands, this means embracing complexity—nutritionally, emotionally, and experientially. The convergence of these trends signals a more thoughtful and creative era for food and beverage innovation. Whether it’s diversifying nutrient sources, reimagining heritage formats, or designing for sensory joy, the opportunities are vast and growing. But success will hinge on how well companies can listen, adapt, and deliver products that resonate with evolving consumer values.
Industry leaders are taking note. On October 13, 2025, Innova Market Insights announced a webinar featuring their top ten food and beverage trends for 2026. Hosted by Lu Ann Williams, Innova’s Global Insights Director, the event aims to provide a comprehensive roadmap for marketers and innovators. According to Innova, the trends presented are grounded in consumer research and market analysis, offering business leaders the data and foresight needed to navigate the rapidly changing landscape. The annual webinar is positioned as an essential tool for anyone looking to stay ahead of the curve in the global food and beverage sector.
So, what does all this mean for the average shopper? As the lines between health, nostalgia, and sensory delight blur, consumers can expect supermarket shelves to look very different in the coming year. From protein-rich snacks that don’t sacrifice flavor, to canned beans with a gourmet twist, to sodas that fizz with unexpected colors and aromas, the food and beverage industry is poised for a year of creativity and reinvention. One thing’s for sure: the days of bland, one-note products are numbered. The future of food is balanced, bold, and bursting with possibility.
In a world hungry for both comfort and adventure, the next chapter in food and drink promises to satisfy every craving—if brands are willing to listen and innovate.
