Nutrition is no longer a niche subject discussed by dietitians and doctors. It’s dominating food and beverage innovation and driving sales.
Here are the top seven nutrition trends reshaping the future of food and drink, according to the latest What’s Trending in Nutrition survey.
1. Clean eating takes the top spot
The clean‑eating movement is officially the number one diet trend of 2026, and it’s powering sales of clean label products.
What began as a celebrity‑led trend, embraced by celebs including Gwyneth Paltrow, Miranda Kerr, and Alicia Silverstone, clean eating has moved into the mainstream. In fact, such is its success, it’s now outpacing hugely popular diets like anti‑inflammatory and plant‑based, while intermittent fasting has dropped out of the rankings altogether.
Its strength reflects a growing consumer demand for foods perceived as natural, minimally processed and easy to understand, with short ingredients lists and few additives.
2. Gut health continues to dominate
The meteoric rise of the gut health industry continues, with it’s current value of $60bn (€51bn) set to more than double to $114bn in the next seven years (Grand View Research).
That strong growth is being fuelled by mounting consumer awareness of the gut’s role in everything from immunity and digestion to mental wellbeing and metabolic health, alongside a surge in innovation spanning functional foods, beverages and supplements.
Once confined to yoghurts and fermented staples, gut health is now permeating categories from confectionery and snacks to drinks and dairy alternatives.
3. Affordability and wellbeing combine
Affordability and wellbeing are twin forces now shaping food and beverage purchasing decisions.
Budget remains a decisive factor at the checkout, but with this, consumers are increasingly seeking products that deliver comfort, reassurance and emotional support, signalling a shift in priorities.
The change reflects ongoing cost‑of‑living pressures alongside rising uncertainty surrounding geopolitical unrest, driving demand for foods and beverages that feel both accessible and emotionally satisfying.
4. TikTok shapes nutrition narrative online
Social media’s influence on nutrition has entered a new phase, with TikTok overtaking Instagram as the go‑to platform for nutrition information.
Short‑form videos, viral trends and influencer‑led advice are now shaping how consumers understand health, diet and wellbeing – often faster than traditional sources can respond.
But this rapid rise comes with some significant risks. Dietitians rank TikTok as the leading source of nutrition misinformation, underlining the challenge facing credible experts and responsible brands as they attempt to cut through oversimplified, and sometimes misleading, health claims.
As social platforms increasingly dictate the nutrition narrative, authority, evidence and trust are becoming just as important as reach in shaping the future of food and beverage communication.
5. Emerging ingredients
Emerging ingredients are stepping into the nutrition spotlight, signalling a move towards more targeted, benefit‑led formulations.
Collagen, beef tallow, adaptogens, apple cider vinegar and reishi mushrooms are among the ingredients dietitians expect to gain most traction with consumers over the next twelve months, as interest grows in functional benefits that extend beyond basic nutrition.
Driven by curiosity, the aforementioned social media influence, and a renewed focus on wholefood and traditional ingredients, these components are making their way into everything from beverages and supplements to snacks and confectionery.
As consumers look for products that promise tangible outcomes, such as beauty benefits, stress support, gut health and energy boosting – these emerging ingredients are fast becoming a key battleground for differentiation and innovation in the functional space.
6. Protein leads key purchase attributes
Protein is without question one of the top food and beverage purchasing drivers of the decade. When choosing products, shoppers are increasingly led by protein content, followed closely by brand familiarity, cultural or family preferences, low added sugar and flavour variety.
This reflects protein’s evolving role beyond sports nutrition, as it becomes a shorthand for satiety, strength and overall health across age groups and lifestyles. From protein‑enriched snacks and beverages to indulgent formats with added functionality, the demand is reshaping product development and supermarket shelf strategy.
7. Innovation shifts from AI
AI has been one of the newest and strongest forces in food and beverage over five years, and no it’s not going anywhere, but its dominance as a force for change might be waning.
Cell‑based products, plant‑based foods and sustainability‑led initiatives are emerging as the biggest drivers of change in the year ahead. While artificial intelligence continues to play a role behind the scenes, momentum is increasingly building around tangible solutions that address environmental impact, supply‑chain resilience and long‑term food security.
From cultivated cocoa and next‑generation plant proteins to packaging reformulation and resource‑efficient production, innovation is moving from digital optimisation to physical transformation. As regulatory frameworks evolve and consumer expectations sharpen, these advances are set to reshape how food is produced, positioned and scaled.
The future of food and beverage nutrition
Nutrition has become a powerful driver of category growth, brand relevance and long‑term value creation in food and beverage.
What’s more, it opens up major opportunities for the industry to rethink how products are developed, positioned and priced.
Brands that embed nutrition at the heart of their strategy will be best placed to unlock sustainable growth and earn consumer trust.
For an industry under pressure to deliver both health and value, the challenge now is turning nutritional ambition into commercially viable, scalable innovation. Those that get it right won’t just follow demand, they’ll help shape the future of food and drink.
