The food and beverage landscape is entering 2026 with a powerful blend of science, storytelling and shifting consumer values. Wellness is becoming more holistic, technology is reshaping product development and operations, and shoppers are redefining what “quality” means — from the nutrients they prioritize to the sourcing practices they trust.
While some trends are accelerating rapidly — like the rise of fiber and the expansion of AI in culinary spaces — others mark a return to familiar comforts, such as renewed interest in traditional proteins. Layered across all of this is a heightened expectation for transparency, sustainability and meaningful innovation. Taken together, these forces illustrate how brands must evolve: by delivering products and experiences that are functional, future-facing and deeply aligned with what today’s consumers care about most.
1. Fiber Intake Soars to New Heights
Fiber is stepping into the spotlight in 2026, becoming the new nutrient everyone’s talking about.1 Consumers are looking for foods that support gut health, satiety and overall wellness — and fiber-rich ingredients check every box. From fortified beverages and bakery items to veggies, legumes and whole-grain sides popping up more often on menus, operators and brands are finding creative ways to make fiber feel fresh, functional and craveable.
“I think fiber will be the next protein,” PepsiCo CEO Ramon Laguarta said during a recent conference call with investors. “Consumers are starting to understand that fiber is the benefit that they need.” This is less about “diet” messaging and more about everyday wellness, making fiber one of the year’s most versatile and approachable trends.
In 2025, several high-fiber innovations made fiber feel fresh and functional. Pepsi Prebiotic Cola marks a major legacy-brand move into functional beverages, bringing gut-health benefits to a familiar soda format. On the snack front, Fiber Gourmet reintroduced its “Thinables” Baked Cheese Crackers to market, showing how indulgent snacks are being reimagined for wellness. Floura’s Fruit Crush Bar was introduced in early 2025 by Jeni Britton (founder of Jeni’s Splendid Ice Creams). The bar upcycles underused plant parts like watermelon rinds and apple cores to deliver a high-fiber snack that’s both gut-friendly and sustainable.
Why This Matters
- Functional Beverages: Pepsi’s prebiotic cola shows how legacy beverage brands are evolving to offer digestive wellness in familiar formats.
- Snack Reimagination: Fiber-enriched snacks like the “Thinables” make fiber less clinical and more craveable.
- Everyday Staples: High-fiber cereals and bars from well-known brands continue to be reformulated or relaunched, signaling that fiber is becoming a baseline “wellness plus” attribute, not just a niche.
2. AI-Driven Culinary Innovation
Technology is reshaping the kitchen and the way brands connect with consumers. From AI-powered recipe development to predictive demand forecasting, food and beverage companies are leveraging artificial intelligence to create more personalized, on-trend products faster, streamline operations and optimize ingredient sourcing. AI can even anticipate emerging flavor trends before they hit the mainstream.
Smart kitchen appliances like June Oven and Tovala scan foods and automatically adjust cooking times and temperatures for perfect results. In foodservice, quick-service chains are experimenting with dynamic menu personalization, using AI to tailor digital menu boards in real time based on weather, time of day or local trends. For example, Wendy’s is rolling out its “Fresh AI” system in drive-thru locations to dynamically suggest menu items dynamically depending on daypart and conditions.2
For a deeper dive into AI-driven trends in food and beverage, see our annual tfgTOUCHPOINTS™ report.
3. The Comeback Kid: Meat Takes Center Plate
As we look toward 2026, shifting consumer priorities are reshaping the food and beverage landscape in ways that blend comfort, curiosity and a renewed focus on authenticity. One of the most notable shifts is happening in the protein space. While meat prices — especially staples like ground beef — continue to trend upward, traditional animal proteins are regaining their place at the center of the plate. After years of buzz around lab-engineered alternatives such as Beyond Meat, the momentum behind plant-based meat and seafood has noticeably leveled off. Both sales and consumer enthusiasm have reached a plateau, signaling that the initial novelty has cooled off.
In contrast, many consumers are returning to familiar proteins like beef, poultry and pork, citing taste, versatility and a desire for less-processed options. In fact, 65% of consumers now consider animal meat more “natural” than plant-based alternatives.¹ This perception is influencing purchase decisions and reshaping how shoppers define “real” food in an era saturated with innovation.
But this isn’t a simple backslide into old habits — it’s a recalibration. Even as traditional meats regain favor, consumers remain eager for fresh, produce-forward dishes that feel vibrant, wholesome and globally inspired. Vegetable-centric preparations, from charred cabbage wedges to cauliflower steaks, are stepping into the spotlight not as substitutes but as impressive dishes in their own right.
For food and beverage brands, these dynamics present a powerful opportunity: Rethink protein strategies for a market that values both authenticity and creativity. Success will hinge on finding the right balance — embracing the comeback of animal proteins while elevating vegetables in ways that feel bold, intentional and anything but an afterthought.
4. Regenerative and Transparent Sourcing
Sustainability expectations are evolving beyond traditional labels like “organic” or “non-GMO.” Consumers now demand to know how their food is grown — not just what’s in it. They’re increasingly drawn to brands and operators that invest in regenerative agriculture practices like soil restoration, biodiversity and carbon sequestration. Transparency around carbon footprint, water usage and fair labor practices is also becoming a critical part of brand equity.
This shift matters more than ever in 2026. Buyers are no longer satisfied with vague sustainability promises — they want to see verifiable impact. Brands that can tell the story of their regenerative supply chain, backed by audited or certified practices, are not just meeting consumer demand — they’re building deeper trust and loyalty. This helps justify premium positioning, especially as more shoppers align their purchases with their values.
Leading by Example:
- McDonald’s announced in 2025 a bold commitment to regenerative grazing — investing $200 million to fund regenerative ranching practices across U.S. cattle ranches.3
- Above Food partnered directly with farmers using regenerative practices (like no‑till, cover cropping and crop rotation) to grow specialty grains and plant-based proteins.4
These examples show how regenerative sourcing is no longer a niche sustainability experiment — it’s becoming a core business strategy for major players. By integrating verified regenerative practices into their value chains, companies can strengthen supply resilience, deliver meaningful environmental impact and meet a growing demand for responsible products.
5. Premiumization and Beyond: What’s Next?
Premiumization is no longer just about luxury ingredients or indulgence; it’s about smarter, more intentional choices that satisfy both taste and wellness goals. Brands are reimagining classic offerings — think artisan breads with added nutrition, snackable plant-based bites with punchy flavors or reworked family favorites that balance convenience with quality ingredients.5
What makes this trend particularly compelling in 2026 is how it intersects with broader consumer values: transparency, sustainability and functional performance. Shoppers are willing to pay a premium not only for elevated taste and convenience but also for products that align with their lifestyle and ethical priorities. In other words, premiumization is evolving beyond price and prestige — it’s about delivering meaningful, mindful experiences in every bite.
As consumers grow more willing to trade up for higher-quality experiences, premiumization is reshaping categories across the marketplace — and few sectors illustrate this shift more vividly than coffee.
“Coffee is universal in so many places and cultures, but it’s also a category where some of the highest quality varieties in the world are attainable,” explained Kay Cheon, an award-winning barista and the head of sales and education for Dune Coffee Roasters in Santa Barbara, California. “We have access to better coffees, and more tools to roast and prepare them than ever. It’s exciting to see how we as an industry continue to find new ways to distinguish the quality that’s in the cups, whether that’s through storytelling or unique preparations, and how consumers help guide how specialty coffee continues to redefine itself.”
Sources
- Datassential, 2026 Trends Preview, November 2026.
- Littman, Julie. “Wendy’s to deploy drive-thru AI to over 500 restaurants this year,” Restaurant Dive, May 2025.
- Associated Press. “McDonald’s plans $200 million investment to promote regenerative practices on U.S. cattle ranches,” AP News, September 15 , 2025.
- Naureen, Insha. “Above Food VP: How regenerative agriculture represents the ‘future of food,’” Food Ingredients First, January 2025.
- Chen, Joseph. “10 Trends on Display at the 2025 Summer Fancy Food Show,” Food Institute, July 8, 2025.