‘Perseverance’ will emerge as a defining mantra of 2026, according to Mintel trendspotters, marking a shift from the ‘resilience’ mindset that has dominated since the pandemic and one that is already reshaping consumer expectations for more balanced, accessible nutrition and products that offer comfort and distraction.
This pivot from resilience to perseverance follows years of pandemic-era supply-chain snarls, rising grocery prices driven by 2025 tariffs, industry-wide labor shortages intensified by immigration crackdowns, and government layoffs and leadership shake-ups that disrupted long-standing food-system protocols.
In this episode of FoodNavigator-USA’s Soup-To-Nuts Podcast, Mintel’s Director of Insights for Food & Drink, Jenny Zegler, unpacks what this reframing means for the food industry. She explains exhausted shoppers demoralized by failed efforts to push back, are now trying simply to push through. As a result, they are becoming less motivated by extremes, like nutrient-maxing, and more interested in balance and dietary diversity. And, she adds, amid growing uncertainty about what is true and who to trust, many will gravitate toward familiar products and ingredients rooted in tradition. Others will seek emotional support through food, embracing ‘whimsical novelties’ with multi-sensory appeal.
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Consumer uncertainty drags down the food industry
According to Zegler, 2026 will begin much like 2025 – characterized by uncertainty, anxiety and exhaustion. But unlike previous years, many consumers do not see Jan. 1 as a fresh start full of optimism and hope.
Rather, she said, many are predicting more of the same in the new year, and are adjusting their expectations, attitudes and shopping, accordingly.
“Consumers are feeling the pinch across so many categories. Everything costs more. We’re worried about domestic politics. We’re worried about global affairs. There’s also still sustainability issues and climate change out there, so there’s a lot that is really heavily weighing on the consumer. So, unfortunately, it felt like perseverance was a good way of looking at that,” she said.
She explained that where resilience was about adjusting easily to misfortune or change with an eye on the light at the end of the tunnel, perseverance is a state of enterprise or undertaking despite counter-influences, opposition or discouragement.
While a touch negative, Zegler says this is a not a “Chicken Little type of forecast,” but more of an acknowledgement that the social, economic and political landscape are “tough” and causing some consumers to be more intentional or patient about their purchases to ensure they get the nutrition and emotional support they need.
Maxxing out: Will fad diets disappear as consumers embrace diversity and personalization?
In the spirit of patience, Zegler acknowledges Mintel’s predictions for 2026 may not fully come to fruition before the end of the year – rather she says they are seeds that will be planted this year as part of a longer-term shift that will grow through 2030 and beyond.
One of those seeds for long-term perseverance that Mintel predicts will take root in 2026 is a shift towards more diverse, inclusive diets and away from the extreme “maxxing” that emerged in 2025.
Zegler explains that “maxxing” – or consuming as much protein, fiber or some other essential nutrients as possible – evolved as a way for consumers to “nutritionally protect themselves” from the chaos around them or exercise control over something in an era where so much is beyond their reach.
In 2026 through 2026, Zegler predicts fiber and protein maxxing will continue to be the main focus, but as more consumers learn about these nutrients they will learn which sources, how much and what complementary nutrients are best suited for their goals. And as they do, they will move beyond just the grams of protein and fiber per serving, and start to seek nutrient density and diversity to ensure every bite – and dollar – counts.
Zegler predicts this will create new opportunities for brands with large portfolios or nutrient-dense, well-balanced products, such as those being developed for consumers taking GLP-1 medications to manage their weight.
Likewise, she predicts fewer diet trends will emerge and generate entire cottage industries of products. Rather, she says, consumers will “make their own way to align with the way they feel,” which will place a premium on clear labels and communication.
Consumers don’t know what or who to trust
While consumers are eager to learn more about nutrition, many don’t know who to trust for dietary advice – a conundrum complicated by confusing and contradictory reports published in 2025 by the Make America Healthy Again Commission and politically motivated recommendations by USDA and FDA more broadly.
As such, Mintel predicts many consumers will seek products “that are rooted in trusted and practical traditions” and “brands that ground themselves in heritage ingredients and ancient medicines.”
Dubbed “retro rejuvenation,” Zegler says this trend will support consumer perseverance by leaning on the hobbies and recipes that helped earlier generations navigate “tough times.”
But it is also more than that. This trend includes an elevation of culturally important but overlooked foods or domestic ingredients that could offer an added value play. It also could lead to a rejuvenation of the center store, which consumers have scorned in recent years in favor of shopping the perimeter.
But to take full advantage of that opportunity, she said, brands may need to innovate or renovate within sleepy categories.
Intentionally sensory products could reach overlooked consumers for incremental growth
Even though 2026 may be marred by many ongoing challenges, it won’t be all doom and gloom, according to Zegler, who predicts consumers will turn to food not only for physical sustenance but also emotional wellbeing.
And that is where the fun comes in – and the opportunity for innovation that can expand brands’ market share and consumer appeal incrementally.
Mintel predicts that consumers are looking for “intentionally sensory” products – like Dubai chocolate with its crisp exterior and soft but crunchy interior, or boba tea with chewy bursts of flavor in brightly colored beverages.
But, Zegler says, brands can be more than copycats of viral sensations – they can use texture, color and aroma in new ways to help people feel engaged with the product and meet the needs of underserved consumers. For example, older consumers who may need thicker consistencies, shoppers with autism who prefer smooth textures or children who want it all – chewy, crunchy and smooth paired with bright colors and bold aromas.
“How can we make that food memorable? How can we help it serve a purpose?” she said.
3 key takeaways
Ultimately, while the New Year may not wipe the slate clean, many consumers are looking for ways to push forward even if it means taking a step back to set more realistic expectations that better serve their health and well-being. And brands and products that can help them do this – either by offering more balanced nutrition, a moment of comfort and a temporary distraction – could gain incremental ground in 2026.
