State of the Consumer: Health, Always
Health and wellness are top of mind as consumers consider their food and beverage purchases.

Health and wellness are top of mind as consumers consider their food and beverage purchases.
Robert F. Kennedy Jr.’s flipped food pyramid champions whole foods and fuller fat proteins, but nutrition experts warn the shift could spike chronic disease risks. The shake-up also raises big implications for producers, as federal guidance realigns around less processing.
Health-driven consumer habits are shaping produce trends, with broccolini selected as the 2026 Vegetable of the Year and sweet potatoes earning a spot as the honorable mention. FullTilt Marketing also identified the kabocha squash and endive as vegetables to watch this year.
Weight loss and personal health are top-of-mind for Americans making New Year’s resolutions this year. Empowering personalization with data will be a big trend heading into 2026, especially to understand how food choices affect blood sugar, energy, and metabolic health.