You Won't Believe These 10 Food Trends That Could Disappear by 2026—Are You Prepared?

In the ever-evolving landscape of food and beverage, trends are not just fleeting fads; they represent significant shifts in consumer preferences and choices. The past year has witnessed the rise of JOMO (the joy of missing out), a decline in veganism, and a brief surge in Dubai chocolate. As we look toward 2026, understanding these trends becomes crucial. A new report from market specialists Innova Market Insights outlines the top ten trends that are set to redefine the food and beverage industry in the coming years.

The Trends Shaping 2026

At the forefront of these trends is the continued dominance of protein. The connection between protein and overall health is irrefutable, with over half of global consumers actively seeking to increase their protein intake across various formats. Brands are responding with innovative offerings—Fairlife is leading the way in dairy-based protein with its ultra-filtered milk, while Premier Protein shakes cater to busy lifestyles. In the snacking segment, companies like Quest Nutrition and Grenade emphasize the benefits of muscle repair and recovery through their protein bars. As the market becomes increasingly crowded, more nuanced messaging around terms like “complete protein” and “essential amino acids” helps brands stand out.

The second trend focuses on gut health, an area that consumers now recognize as foundational to overall wellness. More than half of global consumers link gut health to holistic well-being, noting the connection to digestion, immunity, and even mental health. Brands like Activia and Yakult are stepping up with products that clearly communicate gut health benefits. In beverages, Health-Ade Kombucha and Remedy Kombucha highlight natural fermentation to support microbiome diversity.

Amidst a fast-paced and stressful world, indulgence remains a crucial escape for consumers. However, its definition is evolving. Today, indulgence encompasses experiences that create joy and spark wellness. According to Innova's research, indulgent claims in food and beverage launches are on the rise, appealing to adventurous eaters as well as those seeking comforting familiarity. Products with mystery flavors, like Oreo’s limited-edition mystery packs, have gained popularity, inviting consumers to guess the flavors and adding an element of surprise.

The fourth trend, functional beverages, is booming. These drinks deliver targeted health benefits while also offering refreshment. Innova reports strong growth in products that capitalize on hydration and functional additives. Brands like Vita Coco enhance coconut water with electrolytes, while BodyArmor and Gatorade Fit offer enriched sports drinks. Dairy-based beverages such as Fairlife’s Core Power and Yoplait’s Protein Smoothies are also becoming essential for consumers seeking nutritious snacks.

In recent years, the plant-based movement has shifted from mimicking animal proteins to celebrating the unique nutritional benefits of plants themselves. Nearly two-thirds of consumers believe that plant-based products should stand independently rather than serve as substitutes. Brands like Banza and Barilla are creating nutrient-rich pasta using chickpeas and lentils, while companies like Sweet Earth and Amy’s Kitchen deliver convenient, plant-forward bowls packed with whole grains and vegetables.

The trend towards occasion-based formats reflects the need for products tailored to specific moments, whether for a quick snack or a family dinner. Brands are innovating with smart packaging and single-serve options, such as Pringles’ Grab & Go and Pepsi’s Mini Cans, catering to the on-the-go lifestyle. For at-home meals, Birds Eye offers steamable vegetables in microwaveable pouches, and Amy’s Kitchen provides ready-to-heat options.

With rising costs affecting consumer choices, the idea of value for money has gained importance. Many shoppers are now opting for straightforward foods over premium options. Retailers like Aldi and Lidl have successfully built loyalty through competitive pricing, while Quaker Oats positions itself as a budget-friendly breakfast choice.

As awareness grows about the impact of diet on cognitive health, consumers are increasingly turning to functional ingredients that offer stress relief and improved mental well-being. Innovations featuring adaptogens and nootropics are gaining traction, with drinks like Recess combining ashwagandha for stress relief, and Poppi prebiotic sodas promoting gut health linked to mental wellness.

During uncertain times, people often seek comfort in tradition and nostalgia. Brands are tapping into this by highlighting products that remind consumers of simpler times. Campbell’s Regional Recipe Soups and Knorr’s World Recipes showcase authentic seasonings, while fermented foods like Biona Organic Sauerkraut emphasize traditional techniques and local sourcing.

Lastly, while the consumer focus on sustainability might have declined, it remains a powerful sales driver. A significant percentage of shoppers actively seek products that align with their values, compelling brands to go beyond greenwashing. Ben & Jerry’s champions Fairtrade-certified ingredients, while coffee brands such as Nespresso and Lavazza emphasize ethical sourcing and community support.

In conclusion, the trends identified by Innova Market Insights reveal a food and beverage industry that is more dynamic and consumer-driven than ever. Health, sustainability, indulgence, and authenticity are no longer optional; they are essential pillars shaping innovation as we head into 2026. Brands that successfully adapt to these trends will be those that genuinely listen to consumer needs and deliver products that are both purposeful and enjoyable.