Top food and beverage trends for 2026

How much has changed since last year — and have the predictions held true?  Based on its comprehensive trends research, Innova Market Insights ranks the key drivers influencing global consumer behavior, below:

Trend 1: Protein Consumption

Nearly 60% of global food and beverage consumers report that they are actively incorporating more protein into their diets. Protein continues to stand out as a wellness powerhouse, with Innova’s #1 trend highlighting consumers’ pursuit of protein for overall health across various formats and occasions. Over the past year, milk and milk drinks ranked as the number one product with protein claims that consumers said they had purchased.

Trend 2: Gut Health

Globally, 59% of consumers say they believe gut health is very important for the entire body. Innova’s #2 trend, “Gut Health Hub,” indicates that consumers view the gut as a gateway to holistic wellness. They are increasingly turning to functional ingredients like probiotics and prebiotics to address benefits across the body and mind.

Trend 3: Layers of Delight

Globally, 60% of consumers say they prefer exploring new things when they are looking to indulge. Innova’s #3 trend, “Layers of Delight” reveals that indulgence is being redefined through multi-sensory experiences that elevate moments and combine sensosry richness with well-being.

Trend 4: Beverages with Purpose

According to Innova’s consumer research, beverages are leading innovation in wellness, as consumers are increasingly favoring products for hydration, convenience, and functional boosts. The global food and beverage market has seen a +18% CAGR growth in new launches with hydration claims, and dairy–based products are being perceived as healthy snacks. Therefore, Innova’s #4 trend, “Beverages with Purpose,” highlights the role of beverages in delivering health benefits to consumers.

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Trend 5: Authentic Plant-based

Innova’s #5 trend, “Authentic Plant-based” reflects the evolving perception that consumers have toward plant-based foods. When selecting from protein options, 40% of global consumers point to “natural or minimally processed” as a key consideration. Consumers are embracing natural plant proteins for their added benefits, underscoring how plant-based is shifting from imitation to nutrition.

Trend 6 – Made for Moments

Going beyond health benefits, brands emphasize the importance of food and beverage product formats for different occasions. Occasion-based innovation is growing, as evidenced by the range of format choices in snacks, fresh meal options, and single-serve versatility. For lunch and dinner at 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.

Trend 7 – Worth Every Bite

Products need to offer value and affordability during these times when economic pressures are palpable. Attracting and retaining loyal consumers calls for a combination of product affordability and accessibility. Consumer responses in the Innova Trends Survey 2025 identify accessibility and affordability as leading values when considering the diets of consumers. Global food and beverage trends indicate that consumers may not be looking for anything fancy – many prefer foods that are simple and straightforward foods during these uncertain times. Brands can attract consumers by highlighting special pricing, new formulations, minimal processing, and ingredients that are simple and natural. Value and worth incorporate price and much more.

Trend 8 – Mind Balance

Today’s world is stressful, so it’s no surprise that mental balance and well-being, and products with mental health benefits, are top priorities for 2026. Consumers around the world turn to food and beverage products for natural effects related to mental health such as energy, stress relief, and brain health. Mental health priorities vary among generations, with Millennials topping others in their level of concern about mental health. With stress relief top-of-mind, new product launches such as sparkling tea with adaptogens from green tea, ashwagandha, lion’s mane, reishi mushroom and acerola mushroom can be highly appealing to consumers. Energy benefits in beverage products often call out their targeted mental health benefits of their functional ingredients, for example, mental clarity.

Trend 9 – Crafting Tradition

According to Innova’s food and beverage trends research, heritage speaks to consumers in uncertain times by offering comfort, reinforcing identity, and strengthening authenticity. Globally, consumers tell Innova how much they value using and maintaining recipes that are traditional to their culture. Product innovation examples include soups using recipes from specific regions of a particular country and fermented products that use natural, traditional methods and locally grown ingredients.

Trend 10 – Justified Choices

Consumers globally want to anchor their food and beverage choices responsibly. Sustainability continues to appeal to consumers, especially when it is tangible, connotes transparency, and offers everyday benefits. A solid percentage of consumers globally recognize the importance of sustainability in the food and beverage products they purchase. One area to watch is the support of local farms, where claims and descriptions are increasing on product packaging. A new organic coffee launch ticks off several sustainability boxes. It recognizes the importance of small-scale farmers in protecting ecosystems, acknowledges the intense work required to farm coffee organically, supports cooperatives of regenerative farms, and ties its product mission to benefits for the planet, farmers, wildlife, and the global community.