Explore the latest lifestyle shifts and consumer trends that will shape the future of food and beverage in 2026

Innova Market Insights provides a forward–looking analysis of the lifestyles and behaviours impacting global food and beverage choices. By leveraging megatrends analysis, insights from consumer research, observations from global trendspotters, and monitoring category trends and innovations, Innova implements a top-down bottom-up strategy to identify consumer trends and their drivers. For both food and beverage brands and ingredient and flavour companies, this consumer trends 2026 analysis offers opportunities to adjust marketing strategies, propel innovation, and obtain a competitive advantage.

Understanding the macro context

In 2026, consumers are faced with numerous external pressures and a volatile world. They are navigating financial pressures, growing geopolitical tensions, economic uncertainty, and mounting climate concerns. For example, anxiety is widespread, with half of global consumers saying they feel very or a little anxious about the world around them. Consumer trends reveal that Boomers and Gen Z are the most anxious, while millennials are more positive. In the past 12 months, 85 % of consumers globally also report feeling stress. The issues closest to home dominate, as personal finances are the number one cause of stress, followed by health, work, and school.

How are consumer lifestyles shifting?

Innova’s consumer trends 2026 research highlights the enduring lifestyle shifts that are influencing the global food and beverage market. Consumers are increasingly taking a proactive approach to well-being, with 1 in 3 consumers exercising to help manage stress. Additionally, conscious consumption is top of mind, as consumers are making choices that benefit both their wallets and the planet. Flexibility and digital living are also essential to consumer trends, and evolving work patterns and online platforms are enabling more fluid lifestyles. Therefore, the boundaries between work, home, and leisure are becoming blurred. Consumers, as a result, are looking for opportunities to exert greater control over their lives and find methods for escape and release.

Trend #1- Relaxed Sociability

The desire for healthier and more flexible lifestyles is fueling the shift to more relaxed social occasions and spaces. Consumer trends show that 59 % of consumers are choosing more casual ways to socialise, rather than formal, nighttime gatherings. Thus, the home, restaurants, nature, and the countryside are growing in popularity. Food remains a key factor in social bonding, and casual artisanal foods mirror the preference for more informal social occasions.

The role of coffee shops in socialising consumers is also growing. According to consumer trends research, their importance has grown by 22 %, largely driven by millennials, Gen Z, and consumers with higher incomes. This highlights the increasing popularity of “third spaces,” which are places outside of work and the home where people can build connections, foster a sense of community, and even promote wellness. In addition, the demand for alcohol-free alternatives is growing as consumers are looking to balance well-being with social enjoyment.

Trend #2- Time for Me

Consumers are actively choosing to spend more time alone, prioritising moments of self-care and opportunities for physical and mental restoration. Globally, 1 in 3 consumers say that spending time alone helps when they are stressed, and 29 % report that indulging in a food and beverage experience fits “me time.”

For example, one of Innova’s trend-spotters indicates that “Rather than going out for drinks or karaoke with friends, [consumers] now prefer to spend quality time at home,” making the intentional choice to treat themselves by cooking a nice meal or watching a movie. To relax and unwind, 47 % of consumers say they like to listen to music, and many also consider watching relaxing content or engaging with relaxing food and beverage as elements of “me time.” Therefore, for brands, there are numerous opportunities to create products or experiences that support consumers’ routines and preferences for carving out intentional time alone.

Trend #3- Vitality & Longevity

Aging populations and widespread access to health information are two key elements that are propelling the demand for long-term health and longevity solutions. For consumers, sleep, weight, and energy are the top physical health concerns. In fact, consumer trends research reports that 57 % are taking action to address concerns about their energy levels. Nevertheless, younger and older consumers have differing priorities when it comes to healthy aging, with Gen Z and millennials valuing disease prevention, looking fit, and staying energised. In contrast, Gen X and Boomers prioritise maintaining mobility, physical fitness, and keeping an active mind, as well as preventing disease.

Additionally, the market for longevity and vitality products is divided between more scientific, “lab-based” approaches and slower, more traditional forms of wellness. For instance, traditional approaches often include ancient remedies like Ayurveda and Traditional Chinese Medicine (TCM). Brands interested in targeting vitality and energy can also turn to holistic solutions for opportunities to address both mental and physical energy needs that emphasise enduring vitality versus quick fixes.

Trend #4- My Tech Mate

Digital tools and generative AI are quickly being adopted by consumers to enrich and simplify many elements of their lives. 36 % of global consumers say they have a positive perception of AI, with younger generations demonstrating the most enthusiasm. In addition, 57 % of global consumers agree or strongly agree that they are interested in learning more ways to utilise AI. A large percentage even go as far to say that it even helps stimulate their creativity.

In the food and beverage market, AI is especially useful to streamline the meal preparation process for consumers. For instance, apps can help users track and meals, provide a nutritional analysis, and give expert advice to consumers. Recipe finders can also generate meal ideas based on ingredients a consumer has at home, and smart kitchen appliances can automate elements of the meal preparation and cooking process. As a result, there is an opportunity for brands to leverage technology as a tool to enable simplicity and serve as a source of inspiration for consumers.

Trend #5- Simplified Life

Globally, consumers are seeking ways to simplify their routines and achieve a balanced lifestyle. 29 % of consumers say that mental well-being has motivated them to simplify their lives, and 31 % point to spending time outdoors or in nature to help reduce stress. Limiting screen time to mitigate digital overload, connecting with nature, and choosing simple and comforting food and drink options are also key elements of this consumer trend.

When it comes to food and beverage, 1 in 4 consumers share that making healthy decisions is a cause of stress. Therefore, brands can gain a competitive edge by offering consumers products that promote ease, clarity, and reassurance. For example, fresh meal delivery kit services highlight a food experience that offers both convenience and simplicity for consumers looking to avoid complexity at mealtimes.

Plenish, one of the number one brands for single shots in the UK, announced three new wellness shots as it continues to lead development of the category, including Kids Shots as a category-first, Ginger Energy providing a balanced energy lift from vitamins C, B6 and iron, plus natural caffeine, and a new redesigned format with 420 ml multi-serve Dosing Bottles.

The shots category is seeing unwavering growth and is predicted to grow in value from £42 million RSV to £115 million RSV by 2027. Plenish is continuing to drive the category growth with innovative additions to its existing range of shots, which respond to the growing number of consumers who are investing in their health and wellbeing.

Plenish Kids Shots

Plenish is proud to introduce Kids Shots as a UK-first in the category as it reaches new audiences with a delicious and nutrient-packed 60ml vitamin shot designed to support the growth and development of children aged between 4 and 11. Plenish Kids Shots are available in two flavours: Berry and Mango and are fortified with essential vitamins and minerals while containing no added sugar or preservatives. The vitamin shots contain 100 % of a child’s recommended intake (RI) of vitamin D for bone health, 100 % RI of vitamin C for immune support, iron for cognitive development and zinc for additional immunity.

Children are in a rapid period of growth and development, and with the percentage of young children at risk of iron deficiency increasing yearly in England and vitamin D deficiency apparent across the UK population, fortified food and drinks can help to provide the key nutrients required at this life stage. Plenish has carefully selected a blend of vitamins and minerals which are essential for children, to address these deficiencies, including vitamin C to aid iron absorption. Plenish Kids Shots meet the England School Food Standards and last outside of the fridge for 8 hours, allowing them to be enjoyed at breakfast, as a healthy addition to a packed lunch or a child-friendly nutrition boost during the day.

Plenish Ginger Energy

Plenish Ginger Energy is spicing up the shots category. The 60ml shots (also available in the new 420ml multi-serve Dosing Bottle format) provide a natural source of caffeine from Yerba Mate (20mg/100ml) for a balanced lift. Plenish Ginger Energy offers energy release from vitamin C, B6 & iron and an invigorating sensorial experience provided by the ginger root coupled with the balanced caffeine from the Yerba Mate and the effective blend of vitamins and iron. The launch marks a new occasion for Plenish as it addresses new needs with the shot which is designed to replace an afternoon coffee or provide a pre-workout kick.

Plenish 420 ml multi-serve Dosing Bottle

Transforming its existing Dosing Bottle format to enter new daily consumption occasions with greater value and convenience, Plenish is introducing a new 420 ml multi-serve Dosing Bottle across its range of shots, now providing seven shots in one convenient bottle. Dosing Bottles are the leading format for wellness shots, holding a 62 % category share, worth £30 million. Plenish’s uniquely designed bottles which contain dosing marks for extra convenience provide a more accessible format and a convenient way for shoppers to enjoy the range, including Ginger Immunity, Turmeric Recovery, Berry Gut Health, Mango Sunshine, and the newly launched Ginger Energy.

Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, said: “The launch of Kids Shots, Ginger Energy, and our new multi-serve Dosing format marks a significant next step in the shots category – one that Plenish is uniquely positioned to lead. These new innovations are designed to unlock new occasions, attract new audiences, and make functional wellness even more accessible. By responding directly to consumer needs and working closely with our retail partners, we’re not just expanding our range but driving category growth and bringing plant-based health to more people than ever before.”

The expansion of Plenish’s range of shots will be brought to life throughout the summer, as it continues its ‘Give it a Shot’ campaign launched in January, including the implementation of nationwide out of home advertising, display and paid social media across Instagram and TikTok, shopper marketing and exclusive events. The out of home creative will focus on the health and lifestyle benefits of Plenish’s new shots, appearing in small and large format across London between May and June 2025.

In addition to the creative campaign and media sponsorships, Plenish is running a paid social media campaign across its Instagram and TikTok channels, with content produced by wellness and lifestyle creators.

Culture Pop Soda, the better-for-you soda brand made with real, simple ingredients, has officially dropped its ninth flavour: Grape.

Made with real fruit juice and live probiotics, it’s packed with bold, vibrant flavour and free from refined sugar, stevia, and artificial ingredients. It’s a deliciously refreshing take on a beloved OG. Brisk, bright sips of true grape goodness perfectly balanced with the slightest hint of elderflower crispness.

The new flavour is launching alongside a nostalgic “Grape Grew Up” marketing launch campaign, inspired by the ’90s and reimagined for today. Because growing up doesn’t mean letting go of what you loved – it means finding a version that’s grown with you.

“We wanted to take a flavour that so many people grew up with and make it feel refreshing, delicious and new – without losing any of the flavor or fun,” said Tom First, Founder and CEO of Culture Pop Soda.

Culture Pop recently launched across the US in Target and on Target.com, where the new Grape flavour will be available alongside seven other flavours.

About Culture Pop Soda
Founded in 2020, Culture Pop Soda is a crafted, probiotic soda made with real, organic fruit juice, organic spices and herbs, and live probiotics – with no refined sugars, no high-intensity sweeteners like stevia or monk fruit, and no artificial ingredients. Each of Culture Pop’s nine flavours are inspired by familiar, fruit flavours that are delicious, refreshing, and perfectly sweetened.
Every 12 oz can is packed with billions of live probiotics to support digestive health, which aids gut health. Culture Pop Soda is vegan, certified non-GMO, gluten-free, plant-based, shelf-stable, and kosher.

The climate impact of food is important to Europeans. Three out of five consumers consider climate impact when buying food according to a new survey by Yara.

Yara International announced the findings in a new European survey on sustainable food conducted by leading international market research company IPSOS on behalf of Yara. The report provides an overview of consumer purchasing habits and sustainable food preferences.

“The report shows that Europeans are highly motivated to buy sustainable food to reduce their climate impact. This should be a wake-up call to the entire food industry,” says Birgitte Holter, VP of Green Fertilisers at Yara. “While three out of five Europeans find the climate impact important when buying food, a majority feel it is not easy enough to understand available information about the climate emission to be able to make sustainable choices. More than three out of four consumers would prefer to be able to read the carbon footprint on the food item,” Holter says.

The world’s food production accounts for more than a quarter of global greenhouse gas emissions. This new report shows that 58 % of Europeans consider the climate impact important when buying food and beverages. In addition, 51 % of Europeans are willing to pay more for fossil free food items, meaning food produced without fossil sources. However, most people feel that it is not easy to know which food is climate friendly, as 76 % of Europeans would like the carbon footprint to be visible on the food label.

“Decarbonisation of food is possible and that is why we are developing green fertilisers made from water and air using renewable energy, to support farmers and food companies in reducing their climate impact of their food. These voluntary choices must be supported by adequate policies. The EU’s Sustainable Food System initiative, planned for the end of 2023, should therefore create a set of incentives for food systems’ actors to go beyond the minimum requirements and favor low-carbon footprint solutions such as green fertilisers,” says Holter.

In Porsgrunn, Norway, Yara is building the first production plant to run on renewable energy. From here, Yara will produce green fertilisers made without the use of fossil energy or fossil sources. This will result in crops with an up to 30 % lower carbon footprint and up to 20 % carbon footprint reduction in the food produced, making them a powerful solution to grow a decarbonised and fossil free food future. The first green fertilisers are planned to enter production in the second half of 2023.

The market demand for food made without fossil energy sources is high. More than half of Europeans (51 %) said they are willing to pay more for climate friendly food. A clear majority of Europeans (74 %) say food companies need to work to reduce the emissions from their food production.

Key findings in this survey:

• 58 % of Europeans consider the climate impact important when buying food and beverage items
• 69 % of Europeans would choose a climate friendlier food item versus a cheaper option. (26 % would choose a fossil free food item, 43 % would choose a low-carbon item)
• 51 % of Europeans say they are willing to pay more for food made without fossil fuel sources
• 31 % of Europeans already make sustainable choices when it comes to their buying habits
• More than three out of four (76 %) Europeans want to see the carbon footprint of food items on the label
• Nearly three out of four Europeans (74 %) believe food companies should work to reduce emissions in their food production

About the survey
The survey on the need for sustainable food was commissioned by Yara International and conducted by IPSOS. The panel consisted of 12,000 consumer respondents in France, Germany, the United Kingdom, Ireland, Italy, Spain, Poland, Romania, Turkey, Norway, Sweden and Denmark (1,000 respondents in each country). The data was collected from online interviews during the period of December 1 – 14, 2022.