By Jess Ryall, Content and Marketing Executive, FMCG Gurus
What food, drink, and supplements brands must know.
Global consumers feel they’re living through ongoing uncertainty, influencing daily choices and long-term plans. People want control over their emotional and physical well-being, yet rising barriers to healthy living, along with financial stress and global conflict, leave many feeling less in control. As a result, consumers are turning to small pleasures, meaningful relationships, and products that offer comfort, value, or escape. Meanwhile, growing distrust in information sources and concerns that society is ‘changing too fast’ are reshaping expectations across food, drink, and wellness. Our 2026 outlook highlights ten major global consumer trends, with the first five and their sub-trends outlined here.
1. Unbalanced harmony
Data shows that 57% of global Generation Z consumers state that they sometimes feel the world is changing at too fast a rate.
People feel overwhelmed by rapid societal change. This is prevalent across all demographics, but especially Generation Z. Rising concerns about global conflict, personal finances, and shifting cultural norms are driving worries about the macroeconomy. This is pushing consumers toward trusted brands, familiar flavors, and products that remind them of simpler times. In 2026, nostalgia, comfort, and perceived authenticity will play a powerful role in purchasing decisions.
Sub trends:
+ Fractured economy
+ Social constraints
+ Value decoded
+ Shared vision
2. The GLP-1 effect
A majority of 69% of global consumers state that they would be interested in buying a food or beverage that stimulates GLP-1 hormones in a natural way.
The global conversation around weight loss has fundamentally shifted. With many consumers already using GLP-1 medication and nearly half wanting to lose weight, demand for effective, sustainable solutions is rising. However, perceptions of GLP-1 are polarized, from enthusiasm around rapid results to concerns over dependency, safety, and side effects. This will create two growth pathways for brands: products that naturally stimulate GLP-1, and nutrient-
dense food and drink designed to support users during and after medication.
Sub trends:
+ New normal
+ Appetite reinvented
+ Impulse vs intent
+ Natural lens
3. Wellness reclaimed
Almost half (45%) of global consumers say they worry about their physical health, while 44% worry about their emotional health.
Consumers are increasingly aware that day-to-day habits directly impact longevity, yet many feel their physical and emotional health is suffering. Heart health, digestive wellness, sleep, and stress management are top concerns, with rising barriers such as financial cost, time scarcity, and stress making healthy living feel more difficult. In the next year, there is expected to be increased demand for simple, natural, affordable solutions that deliver noticeable results and for brands to help consumers regain balance rather than overwhelm them with complexity, which can test consumer trust.
Sub trends:
+ Gut Instinct
+ Longevity supercharged
+ Strength in focus
+ Balanced by choice
What are the biggest priorities in 2026?
“There are three key areas of focus for the year ahead: trust and transparency, mood and indulgence, and convenience reimagined. Consumers are demanding proof over promise, expecting brands to demonstrate integrity through clear sourcing, science-backed claims, and visible impact. Emotional well-being and escapism remain critical, with products expected to enhance mood, provide comfort, and help people reprioritize amidst busy lives. Finally, convenience continues to be a premium, but it must be coupled with health, simplicity, and ease of use. Brands that integrate these elements while maintaining taste, quality, and authenticity will be best placed to resonate with consumers in 2026.”
Benjamin Campaniello Content & Data Analyst at FMCG Gurus
4. Proof over promise
The study shows that 58% of global consumers state that, over the past year, they have been more attentive to the ingredient lists on the food and drink products they buy.
As distrust grows, consumers are scrutinising how food is formulated, processed, and sourced. Concerns around ultra-
processed foods, hidden ingredients, and supply chain strain continue to build. With many believing brands prioritize profit over people, authenticity and transparency are no longer optional. Companies that clearly communicate sourcing, processing, and sustainability, as well as real responsibility, will be best positioned to retain trust in an increasingly sceptical marketplace.
Sub trends:
+ Supply strain
+ Nourish from within
+ Simple labels
+ No to UPF
5. Tempted by taste
Out of consumers who say they find traditional/nostalgic food flavors appealing, 51% say this is because they find these flavors indulgent.
In a world defined by stress and financial caution, consumers are turning to small moments of indulgence for emotional relief and a sense of escapism. Traditional and nostalgic flavors are gaining popularity, with over half of consumers using snacks for comfort at least some of the time. As spending on foodservice declines, people are trading up on premium at-home treats that deliver restaurant-quality enjoyment at everyday prices. Taste matters, and indulgence must feel both rewarding and justified.
Sub trends:
+ Comfort recrafted
+ Meaningful Connections
+ At-home memories
+ Power of taste
The 10 top trends shaping consumer behavior in 2026 are detailed in FMCG Gurus’ 2026 Trends Magazine, freely available online, here: https://fmcggurus.com/top-ten-trends-for-2026-trend-digest