Trends are powering big change in food and beverage.
Just look at the past year - we’ve seen the rise of JOMO (joy of missing out), the fall of veganism, and the rise AND fall of Dubai chocolate.
It’s been quite the 12 months.
So what does 2026 hold?
A new report, published by market specialists Innova Market Insights, has identified the top ten trends set to shape the food and beverage industry in the New Year and beyond.
1. Protein
Protein continues to dominate the wellness conversation, and its momentum shows no signs of slowing. The link between protein and overall health is undeniable, and consumers are increasingly seeking it in diverse formats for different occasions.
According to Innova’s food and beverage trends research, over half of global consumers actively aim to boost their protein intake.
Brands are responding with innovation across categories. Fairlife leads the charge in dairy-based protein, offering ultra-filtered milk with high protein and low sugar, while Premier Protein shakes cater to on-the-go lifestyles.
In the snacking space, Quest Nutrition and Grenade have carved out strong positions with bars that highlight benefits like muscle repair and recovery.
What’s more, protein claims are becoming more nuanced to stand out in a crowded market. Messaging around ‘complete protein’, ‘essential amino acids’, ‘muscle strength’, and ‘muscle building’ differentiates products and appeals to targeted consumer needs.
Emerging positioning also taps into trending health concerns. Products that communicate benefits such as support for GLP-1 users or muscle maintenance during weight management are gaining traction.
2. Gut health
Consumers now view gut health as the foundation for overall wellness - impacting not just digestion, but immunity, energy, and even skin, hair and muscle health.
According to Innova, more than half of global consumers link gut health directly to holistic wellbeing. They notice when their digestive system feels balanced, and they associate that with benefits for both body and mind.
Brands are stepping up with products that make gut health benefits clear and compelling. Activia continues to lead in the yoghurt category, promoting probiotics for digestive comfort, while Yakult emphasises its unique strain of Lactobacillus casei Shirota for gut balance.
In beverages, brands like Health-Ade Kombucha and Remedy Kombucha highlight natural fermentation and live cultures to support microbiome diversity.
3. Indulgence
Indulgence remains a vital escape in today’s fast-paced, stressful world. But it’s now evolving into a multi-sensory experience that goes beyond taste.
Consumers are seeking indulgence that creates moments, sparks joy, and even supports wellbeing.
According to Innova’s research, indulgent claims on food and beverage launches are on the rise, appealing to both adventurous consumers eager to explore new flavours and those who crave comforting familiarity.
Mystery flavours, such as Oreo’s limited-edition mystery packs, are also trending, with consumers invited to guess what’s inside, adding an element of surprise and fun.
At the same time, heritage-inspired indulgence is thriving. Godiva and Gü Desserts celebrate traditional recipes with premium ingredients, while Cadbury Dairy Milk taps into nostalgia with classic chocolate bars that feel familiar yet comforting.
4. Functional beverages
The functional beverage market is booming. Offering more than refreshment, they deliver targeted health benefits in convenient formats.
According to Innova, beverage innovation leads the wellness space, particularly in hydration and functional additives.
Launch data shows strong growth in products with hydration claims, and consumers are embracing drinks that combine indulgence with purpose.
Brands are driving this trend with creative solutions. Vita Coco elevates coconut water with electrolytes for natural hydration, while BodyArmor and Gatorade Fit offer sports drinks enriched with vitamins and minerals for performance and recovery.
Dairy-based beverages remain a powerhouse - Fairlife Core Power delivers high protein for muscle support, and Yoplait Protein Smoothies is positioned as a healthy snacks for busy lifestyles.
Plant-based options are also gaining traction. Califia Farms combines almond milk with added calcium for bone health, and Oatly fortifies oat drinks with vitamins for overall wellness.
5. Authentic plant-based
Plant-based has been a dominant force in Innova’s top food and beverage trends for nearly a decade, but its evolution in 2026 marks a major shift.
The focus is moving away from mimicking animal proteins and towards celebrating the unique nutritional benefits of plants themselves.
Data shows nearly two-thirds of consumers believe plant-based products should stand on their own rather than serve as substitutes for meat or dairy. They also prioritise protein sources that are natural and minimally processed.
Brands are embracing this authenticity. Banza has redefined pasta with chickpeas, offering high protein and fibre, and Barilla Legume Pasta uses lentils and peas for a nutrient-rich twist on traditional noodles.
In ready meals, Sweet Earth and Amy’s Kitchen deliver plant-forward bowls packed with wholegrains, beans, and vegetables for convenient, wholesome eating.
6. Occasion-based formats
Food and beverage innovation is increasingly focused on occasion-based formats, recognising that consumers want products tailored to specific events - whether it’s a quick snack, a family dinner, or an indulgent treat.
This trend goes beyond health benefits to emphasise convenience, versatility, and experience.
Brands are getting involved with smart packaging and varying format choices. Pringles Grab & Go and Kind Minis cater to on-the-go snacking with single-serve packs, while Pepsi Mini Cans offer portion control for casual refreshment.
For at-home meals, Birds Eye Steamfresh delivers fresh-tasting vegetables in microwaveable pouches, and Amy’s Kitchen Frozen Bowls provide ready-to-heat options for lunch or dinner.
Resealable packaging is also key for repeat enjoyment. Haribo resealable pouches and Blue Diamond Almonds make it easy to snack throughout the day.
7. Value for money
Value and affordability remain a top priority for consumers, with data showing that many shoppers are opting for simple, straightforward foods rather than premium or experimental offerings.
And brands have been quick to engage. Aldi and Lidl continue to win loyalty through competitive pricing on everyday essentials, while Tesco’s “Everyday Value” range emphasises affordability without compromising on taste.
Birds Eye is promoting frozen vegetables as a cost-effective way to maintain nutrition, and Quaker Oats is positions itself as a wholesome, budget-friendly breakfast option.
8. Cognitive health
Understanding of the importance of diet in supporting mental health is growing.
And according to Innova, consumers are increasingly turning to functional ingredients for benefits like stress relief, energy, and brain health.
Adaptogens and nootropics are driving innovation.
Recess sparkling beverages combine ashwagandha and L-theanine for stress relief, while Kin Euphorics blends adaptogens, botanicals, and functional mushrooms to promote mood balance. Similarly, Poppi prebiotic sodas add gut health benefits that consumers associate with improved mental wellbeing.
9. Traditions
History shows that people turn to tradition and nostalgia as a source of comfort during times of uncertainty. And these are most certainly uncertain times.
Brands are embracing this trend with products that remind consumers of simpler times. Campbell’s Regional Recipe Soups bring flavours inspired by classic kitchens, while Knorr World Recipes showcase authentic seasonings from regions like Tuscany and Provence.
Fermented foods are also thriving - Biona Organic Sauerkraut and Clearspring Miso highlight traditional fermentation techniques using natural, locally sourced ingredients.
In bakery, La Brea Bakery emphasises artisanal breadmaking methods, and Barilla Al Bronzo Pasta uses traditional bronze-die extrusion for authentic texture.
Even snacks are tapping into heritage, with Walkers’ Taste Icons range celebrating classic British dishes in crisp (potato chip) form.
10. Sustainability
Though consumer focus on sustainability has declined, it remains a powerful sales driver in food and beverage, especially when it’s tangible, transparent, and tied to everyday benefits.
According to Innova’s research, a growing percentage of consumers actively seek products that align with their values, from ethical sourcing to environmental stewardship.
Brands are responding with initiatives that go beyond greenwashing. Ben & Jerry’s champions Fairtrade-certified ingredients and climate-conscious sourcing, while Tony’s Chocolonely is fighting against slavery in cocoa supply chains.
Coffee brands are setting the bar high - Nespresso Reviving Origins supports small-scale farmers and biodiversity, and Lavazza Tierra! emphasises regenerative farming and community development.
Local sourcing is also gaining traction, with Whole Foods Market promoting partnerships with regional farms, and Yeo Valley Organic highlighting its British dairy roots.
Food and beverage in 2026
From powerhouse protein to justified choices, these trends reveal a food and beverage industry that’s more dynamic, and more consumer-driven, than ever.
Health, sustainability, indulgence, and authenticity are no longer optional, they’re essential pillars shaping innovation in 2026.
Brands that succeed will be those that listen closely to consumer priorities and deliver products that are both purposeful and enjoyable.
