As exhausted, uncertain and financially-strained consumers continue to pull back on spending in 2026, many will prioritize quality over quantity – a departure from the immediate post-pandemic era when shoppers compromised on price and values to stock their pantries and have peace of mind.
As consumers move away from excess towards intentionality they are evaluating purchases through a more discrete ‘value’ lens – but how they define ‘value’ differs based on their financial means and broader goals, such as health and well-being, environmental sustainability or a deepening desire for human connection.
In this month’s special edition, FoodNavigator-USA breaks down what this shift means for brands and retailers in terms of product innovation, packaging, marketing and more.
A special edition of FoodNavigator-USA’s Soup-To-Nuts podcast helps frame the conversation by exploring how consumers are pivoting from a resilience mindset to one of perseverance, including moving away from extremes, such as nutrient-maxxing, toward more balanced and diverse diets.
This shift is born in part from uncertainty about whom to trust for nutrition advice, prompting many consumers to gravitate toward familiar products and ingredients rooted in tradition. At the same time, they increasingly want more than sustenance from food – they want comfort and emotional support, including through ‘whimsical novelties.’
Food is also becoming a vehicle for connection, fueling pushback against AI-generated “artificial perfection and inauthentic brands or marketing,” according to consumer research firm Nourish Food Marketing. Instead, it predicts the most successful food brands of the next decade will act as social catalysts, fostering human interaction and facilitating shared moments, rather than simply delivering nutrition.
One way brands are responding is through connected packaging and QR codes, which Deputy Editor Deniz Ataman reports will gain traction in 2026 alongside consumer interest in product provenance, sustainability and recyclability.
Ataman also reports how many of these trends are already playing out – and benefiting – the plant-based milk category.
For example, she notes stakeholders are innovating with mung bean, chickpea and mycelium to create more nutrient dense and sustainable options. At the same time, category players are leaning into cafe culture to test and promote products, which is reinforcing associations with experience, ritual and human interaction.
Correspondent Tim Inklebarger examines what is in store for other beverage categories in 2026, including insights from the prominent consumer review platform Yelp. He also examines how flavors factor into these trends, including delivering comfort, whimsy and human connection.
While this special edition unpacks a wide range of trends, brands and retailers need not check every box to succeed. Rather, those that demonstrate restraint, realism and renewed commitments to trust and transparency will emerge the winners.
Explore these stories and more by clicking through on the headlines below, or for FoodNavigator-USA subscribers, by checking your inbox for the 2026 trendspotting special edition.
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Trendspotting: What to expect in 2026 and what to take away from 2025
Top 2026 marketing challenge for CPGs: Balancing algorithms and authenticity – Consumers increasingly want human connection without compromising the convenience AI offers – complicating product development, storytelling and engagement strategies for food brands
Packaging trends to watch in 2026: Data, transparency and compliance will redefine innovation – 2026 promises to be a pivotal moment for packaging for food and beverage CPG as innovation shifts from flashy materials to more precision, credibility and data-based decision-making
Trendspotting 2026: Why shoppers are ditching extreme diets and embracing balance – Mintel dives into the food trends of 2026 — where perseverance, playfulness, and practical products meet at the grocery aisle
Whole ingredients, big impact: Plant-based milk trends for 2026 – Plant-based milk is predicted to rebound in 2026 with whole ingredients, high-protein innovation and premium café culture
Palate predictions: Sweet, spicy and beyond in 2026: From dark sweet cherry and black currant to smoky, swicy profiles, flavor leaders predict globally inspired tastes to define the year ahead
Could white cake, churro and huckleberry cobbler be the big drink flavors of 2026? From matcha and sober-curious sips to gut-friendly tonics, protein power and tropical spritzes, functional beverages are defining the next wave of refreshment
