Consumers are more closely scrutinizing what is in the food they eat and increasingly seeking functional benefits, transparency and international flavors – trends expected to continue into 2026, according to KeHE Distributors.
Consumers are looking for “what feels real,” said Marc Nehring, director of growth solutions at KeHE, in the company’s 2026 Macro Trends report.
Nehring said “authentic stories, purposeful ingredients and products that deliver both nourishment and meaning” are driving product growth.
“The 2026 macro trends highlight how personal and values-driven food choices have become,” according to Nehring. “KeHE’s role is to connect retailers and brands with those deeper motivations so they can continue creating experiences that truly resonate with shoppers.”
Return to real
Authentic foods that are “simple, minimally processed and connected to real people and places” are growing in popularity with consumers, according to KeHE.
Transparency and well-being are driving the trend, with 83% of consumers reading food labels, according to a survey of 1,000 Americans by NSF International, an independent public health and safety organization. The statistic is a marked increase, up 64% from five years ago, NSF reported in May.
“When reading food labels, adults first look for the expiration date (86%), ingredients list (79%), health claims (78%), allergen warnings (77%) and country of origin (77%),” the survey showed.
Roughly 20% find it difficult to interpret the labels, with 82% looking for more detailed information about the product’s processing and 80% desiring more allergen information, according to NSF.
Protein power up
Protein is gaining momentum and producers are working to allay health concerns with packaging claims, according to KeHE.
Producers have doubled marketing claims on meat packaging from 2019 to 2024, highlighting attributes such as grass-fed, organic and additive-free, according to a Mintel study.
“At the same time, dairy and snack innovations are ‘proteinizing’ everyday foods, from cottage cheese and yogurt to cookies and ready-to-drink beverages. The next wave pairs protein with fiber for fuller, nutrient-dense eating that supports weight and blood sugar management,” KeHE said.
Crave the world
Global flavors continue to capture shoppers’ attention, according to KeHE, which cited Circana data showing 2.9% growth in ethnic aisle sales to $9.35 billion in 2024. Over that same time period, Mintel reported that 65% of US shoppers want more international options at the grocery store.
Gen Z and Millennial shoppers have the strongest desire for international foods, and more than half of shoppers in those demographics – 52% and 51%, respectively – are finding products on social media, according to Mintel.
“Interest is expanding beyond staples to flavors like ube, tamarind, chimichurri and bulgogi, signaling that global exploration has moved from novelty to everyday eating,” according to KeHE.
The demand for global flavors is touching every part of the grocery store, according to KeHE.
Conagra found similar results in its Future of Snacking report, released in September, which revealed a sharp rise in new products like seaweed chips and edamame- and chickpea-based snacks. Other emerging international flavors include enchilada, ramen and masala.
Designing wellness
Consumers are searching for products to support healthy habits, such as sleep and cognition, KeHE noted.
“Retailers are evolving into wellness hubs, as consumers now consider how their everyday habits affect their health and seek more guided, educational shopping experiences,” according to the report.
Shoppers in search of better-for-you products also are prioritizing safety certifications on labels, such as USDA Organic and Non-GMO.
The informed shopper
Health-conscious shoppers also are using technology to cut unhealthy products.
For instance, the Yuka app, which empowers consumers to scan products in the store with a smartphone, is steering shoppers away from unhealthy options and growing in popularity.
Consumers also increasingly are adopting tech like fitness trackers that offer real-time health data, according to KeHE.
