What a difference a year makes.
From the rise of GLP-1s to AI-driven decision-making, consumer trends have transformed the food and beverage landscape in 2026.
The question now is: what’s next?
We take a look at the top 10 trends set to shape the industry in 2027 and beyond.
1. Nutrient focus
Consumers are placing greater emphasis on the nutritional value of their everyday food and beverage choices, scrutinising not only what products contain, but also what they leave out and how clearly those benefits are communicated.
As a result, nutrient density has emerged as one of the key trends highlighted in Innova Market Insights’ Top 10 Food & Beverage Trends 2027 report.
According to Innova, 59% of consumers globally say they read all or most of the nutritional information on packaging, paying particular attention to sugar, protein and fat content.
In response, reformulation is accelerating across the sector, increasingly outpacing entirely new product development. Brands are reducing ingredients perceived negatively by consumers, removing those facing greater scrutiny, and boosting positive nutritional attributes to meet demand for more nutrient-dense products.
2. Precision protein
Protein’s no longer just about quantity.
Increasingly, consumers are looking for quality, source, digestibility and formats tailored to specific needs and occasions.
According to Innova, 36% of global consumers actively seek high-quality protein, while 29% look for complete proteins, a shift that’s creating new innovation opportunities right across the industry.
Dairy-based protein continues to be a major focus for brands, while collagen is emerging as a smaller but fast-growing segment.
At the same time, manufacturers are expanding the range of plant-based protein options available, reflecting continued demand for greater variety and functionality.
3. Sensory-driven innovation
Consumers are becoming more adventurous in their pursuit of new food and beverage experiences, seeking distinctive flavours, unexpected formats and products that engage multiple senses.
According to Innova, 56% of consumers are interested in unusual texture combinations, highlighting the growing importance of sensory exploration.
While texture remains the leading sensory cue, aroma and colour are also shaping perceptions and influencing enjoyment before the first bite or sip.
At the same time, consumers are embracing flavours and ingredients inspired by different cultures and regions, bringing global influences into everyday eating and drinking occasions.
For brands, this presents an opportunity to go beyond taste alone. As sensory experiences become more layered and immersive, innovation is increasingly focused on combining flavour, texture, aroma and visual appeal to create products that stand out in a crowded market.
4. Metabolic shift
Consumers are taking a more targeted approach to health, moving beyond broad healthy-eating goals and towards products that support specific wellbeing outcomes.
According to Innova, 39% of global consumers want food and beverage products that help maintain steady energy levels, while interest in blood sugar management is influencing purchasing decisions.
This growing focus on metabolic health comes as the use of GLP-1 medications expands, adding new complexity to consumer eating habits. While appetite suppression is changing consumption patterns for some consumers, Innova’s research suggests it’s not diminishing the desire for indulgence.
Instead, brands are being challenged to balance health and functionality with enjoyment, creating products that support wellness goals without sacrificing treat occasions.
This focus is driving further investment in products formulated for satiety, blood sugar management and sustained energy release.
5. Longevity
Consumers are taking a more proactive approach to healthy ageing.
Support for muscle, bone and joint health is becoming a key priority, with Innova finding that 35% of global consumers are looking for ways to stay strong as they age.
In response, brands are expanding their longevity-focused offerings with ingredients that go beyond traditional health and wellness claims.
Creatine, long associated with sports nutrition, is gaining traction among a broader consumer base, reflecting growing interest in products that support strength, mobility and quality of life over the long term.
Because of this, brands are exploring longevity positioning across dairy, beverages, snacks and functional foods, bringing healthy-ageing benefits into everyday products.
6. Mental health support
As consumers look to stay mentally sharp without the jitters associated with overstimulation, brands are expanding the use of nootropic ingredients and cognitive health claims across mainstream formats.
At the same time, companies are taking a more nuanced approach to comfort and wellbeing. Consumer perceptions of comfort vary significantly by market, ranging from sweet flavours and indulgent treats to savoury umami notes or soothing textures and mouthfeel.
Manufacturers are tailoring products to these regional preferences, helping deliver wellness benefits that support both emotional and functional needs.
7. Fermentation
Fermentation is evolving from a traditional method of preservation into a platform for gut health, functionality and ingredient innovation.
According to Innova, 38% of global consumers are interested in fermentation for its digestive health benefits, creating new opportunities for manufacturers across food and beverage categories.
Brands are using familiar fermented products such as kefir and kimchi as accessible entry points while expanding fermentation into new formats and applications.
At the same time, manufacturers are exploring next-generation opportunities including postbiotics, precision fermentation and fermented ingredients that can improve nutritional profiles or support more sustainable production methods.
Beyond this, fermentation’s also being used to enhance flavour and improve texture.
8. Sustainable sourcing
Sustainability’s moving further up the priority list, with manufacturers placing greater emphasis on how ingredients are sourced, cultivated and secured for the long term.
As pressure grows to build more resilient supply chains, regenerative agriculture is becoming an increasingly important part of brand and product strategies.
According to Innova, 27% of global consumers say information about farming practices would increase their trust in a food or beverage product.
In response, brands are working to connect agricultural practices with tangible consumer benefits, linking regenerative farming to product quality, taste and environmental impact.
9. Beauty from within
Beauty is moving beyond the supplement aisle and into everyday food and beverage choices, creating new opportunities for manufacturers to develop products that support both wellness and appearance.
Consumers are taking a more holistic view of health, leading brands to incorporate beauty-related benefits into mainstream formats, tapping into growing interest in nutrition’s role in skin health, energy and overall wellbeing.
While collagen remains a well-established ingredient in the beauty-from-within space, manufacturers are also exploring the potential of biotics and microbiome-focused solutions.
According to Innova, 63% of global consumers say they’ve noticed benefits such as improved energy, skin health or immunity after improving their gut health.
As a result, brands are increasingly linking gut health and beauty claims, positioning food and beverage products as part of consumers’ daily beauty and wellness routines.
10. AI influence
AI, social media creators and digital platforms are playing an increasingly influential role in how consumers discover, evaluate and purchase food and beverage products. According to Innova, nearly half (49%) of consumers are interested in AI-generated food and drink recommendations tailored to their individual preferences, highlighting the growing role of technology in everyday decision-making.
At the same time, social media is accelerating the journey from inspiration to purchase. Consumers are increasingly recreating recipes, searching for products and buying items they encounter online, turning viral trends into commercial opportunities. As AI tools become more sophisticated and creator influence continues to grow, brands are finding new ways to connect with consumers and shape purchasing decisions in real time.
AI is also expected to play an important role in product development, trend forecasting and innovation strategies, helping manufacturers identify emerging opportunities faster and respond more effectively to changing consumer preferences.
The big picture
Food and beverage is becoming more personalised, functional and data-driven. Consumers are looking for products that do more, whether that’s supporting metabolic health, healthy ageing, cognitive wellbeing or delivering tailored nutritional benefits.
As the industry enters its next chapter, the focus will be on how brands translate these emerging opportunities into commercially successful products and long-term growth.
