As Dubai chocolate fills up supermarket bargain bins, our new 2026 Mintel food and drink predictions take a long-term view of a rapidly changing industry. And, as far as consumers are concerned, we foresee some profound changes in expectations.
Recent years have forged a savvy resilience among shoppers. Today it’s perseverance – more proactive than the reactive nature of resilience – that consumers want brands to support them with.
Over six in 10 (62%) Brits say global uncertainty is making it more difficult to make long-term plans. Their relationship with food and drink can help them instil perseverance and joy into their daily lives.
The next big trends in food & drink
Our ‘Maxxing Out, Diversity In’ prediction explains the circumstances that will cause consumers to shift away from rigid nutritional goals towards a more inclusive, diverse diet. Just as clamouring for fat-free products shifted to moderation in the 1980s and 1990s, and zero-carb diets pivoted to moderation in the noughties, so fixating on protein and/or fibre will moderate to dietary diversity.
A variety of protein and fibre sources, with known health, eco, flavour and affordability benefits will chime with consumers and producers alike. A sizeable 59% of Brits say it’s more important to think about the nutritional benefits of food than the calorie content, and fibre-forward brands will harness this.
From 2026, the prevalence of GLP-1 usage and an ageing yet proactively health-conscious population will accelerate demand for fibre. Here, we believe the ‘30 plants a week’ target, a more diverse take on the well-known 5 a day, will flourish. It’s already being championed by prepared meals brand Pollen & Grace, and Holland & Barrett.
Emotional nourishment will still derive from nostalgia, but our ‘Retro Rejuvenation’ prediction describes how technology, of all things, will make the pang for yesteryear more visceral. AI is already unearthing ancient recipes and ingredients, including Noma Projects’ Ancient Roman fermented garum sauce, meeting contemporary demand for umami boosts.
Bygone-inspired products must have modern relevance. Just look at how Ireland’s Little & Green has revived the Irish spirit poitin, in a Gen Z-friendly canned cocktail format. Or how the YouTube sensation Pasta Grannies enables traditional recipes to be passed down from the elderly to a wider, younger audience, thanks to social media.
Finally, our ‘Intentionally Sensory’ prediction explains why multisensory cues must incorporate purpose as well as playfulness. As innovators strive to keep pace with the perpetual firework night-like booms and fizzles of the marketplace, true consumer connection will be built by underscoring pleasure with purpose.
Alex Beckett is senior director of food & drink research at Mintel
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