As trends, policy and product innovation converge, one thing is certain: Value is no longer static. It’s personal, experiential and constantly being renegotiated – one bite, crunch or guideline at a time.
In 2026, “value” in food and beverage is no longer defined by price alone. Instead, it’s increasingly shaped by sensory experience, perceived authenticity and consumer-driven ideas of what a product is actually worth – a shift playing out across trend forecasting, federal nutrition guidance and even the candy aisle.
Consumers are not rejecting indulgence, processing or big brands outright – but they are asking more questions. What does this product offer me beyond calories? Does it feel thoughtfully made? Does it deliver a sensory or emotional payoff that justifies its place in my cart?
Sensemaxxing puts experience at the center of value
On the cultural side, the latest Soup-to-Nuts podcast highlights how consumers are “sensemaxxing” by prioritizing products that deliver heightened flavor, texture and emotional payoff.
As food inflation lingers and discretionary spending remains cautious, shoppers are making fewer trade-offs – and demanding more from every bite. Whether it’s bold global flavors, diverse textures or products that feel indulgent yet intentional, value is becoming experiential. A higher price point can be justified, but only if the product delivers a moment that feels memorable, not commoditized.
Read the full story here: 6 food trends giving consumers more of what they want
NielsenIQ: Shoppers are more intentional about what’s ‘worth it’
That experiential definition of value is backed up by new NielsenIQ data, which shows consumers increasingly are evaluating food purchases through a lens that goes well beyond cost.
Even budget-conscious shoppers are weighing quality, trust, health alignment and personal values when deciding where to spend, selectively trading up, trading down or opting out altogether depending on the category. Rather than defaulting to the lowest price, consumers are making intentional choices based on perceived worth, signaling a more nuanced and personalized understanding of value regardless of economic status.
Read the full story here: Playing defense on price isn’t enough to win today’s food shoppers
Nutrition policy reflects growing discomfort with food binaries
That same reframing of value shows up in policy conversations, too.
The newly released 2025–2030 Dietary Guidelines for Americans sparked debate by avoiding the term “ultra-processed foods,” drawing praise and criticism from public health advocates and industry stakeholders. While the omission sidesteps a polarizing and currently undefined label, it underscores a broader reality: How food is framed matters as much as the ingredients and how it is made.
Consumers are increasingly skeptical of overly simplistic binaries – “good” versus “bad,” processed versus unprocessed – and instead gravitate toward foods that feel transparent, minimally manipulated and aligned with personal health goals.
One study showed that consumers do not necessarily associate ultra-processed as unhealthy – but they do rely on what the authors describe as “simple cues” around label design, nutrient claims, brand, price and provenance to indicate healthfulness.
Another study found that consumers more likely will purchase a gene-edited food when the benefits are personal, values-driven and clearly explained. Gene-edited pork, for example, was among one of the top foods that consumers would purchase because of reduced antibiotic use and improved animal welfare as fewer animals would fall sick because of the technology.
Both studies highlight a potential framework for CPG brands to deliver on value while building trust.
Read the full story here: ‘Highly-processed’ or ‘ultra-processed’? New dietary guidelines reignite a definitional food fight
Freeze-dried candy shows how novelty drives demand
Nowhere is consumer preferences for dimensional value more visible than in the boom of freeze-dried candy – a category once dominated by niche players and TikTok creators, now is attracting industry heavyweights like Mars’ M&M’s and Ferrara.
Freeze-dried candy isn’t necessarily healthier, cheaper or more filling than traditional sweets. What it offers instead is novelty: amplified crunch, intensified flavor and a sense of playful discovery. For consumers, that sensory twist transforms familiar brands into something new – and worth paying for again.
Read the full story here: Freeze-dried candy craze grows – but not everyone’s winning
