With a new year right around the corner, it’s crunch time for F&B brands hoping to capture the dollars of cost-conscious consumers amid a tough economic environment.
In the recent “What’s Ahead for 2026?” webinar hosted by The Food Institute, Sunny Khamkar, CEO and co-founder of the AI-powered insights platform MenuData, previewed four of the top trends set to reshape the industry in 2026 and the coming years.
#1. Next-Gen Textures
Mouthfeel and sensory experiences are increasingly influencing both food cravings and spending patterns, with 72% of consumers reporting that they’d consider switching brands if the texture of a particular product failed to meet their expectations.
For younger demographics, texture has become an even bigger priority, with 75% of Gen Z and 80% of Millennials reporting that it’s as important to them as flavor is.
Chewy textures alone saw 46% growth in terms of 2025 menu penetration, while crispy formats also rose 3.3% year over year.
According to Mars Wrigley, Gen Zers choose gummy candies over other options 60% of the time, compared with 50% of Millennials, and they’re attracted to these products largely for their “squishy playability.”
This trend has also spilled over into the beverage space, as cold foam penetration surged 78% in 2025, while popping textures (e.g. popping boba) saw a notable 44% increase.
#2. Hyper-Nostalgia
Times of economic uncertainty and political tension have a unique knack for pushing consumers toward familiar foods that feel emotionally comforting.
According to MenuData research, nostalgia-forward limited-time offers peaked significantly in late 2024 – particularly during the fall and holiday seasons, when cravings for simpler times tend to become especially powerful.
Leading QSRs launched 139 LTOs revolving around nostalgia, tradition, and seasonality over the last year, exemplified in high-performing examples like Burger King’s Cheesy Tots, the relaunch of Taco Bell’s Y2K Menu, and the revival of McDonald’s popular Snack Wrap.
These promotions serve as clear proof that, when executed well, reviving childhood favorites can be leveraged as a strategy to justify premium pricing while also encouraging trial and social sharing.
#3. The Return of Animal Fats
The skepticism surrounding seed oils has moved from counterculture to mainstream.
Per research cited by MenuData in the webinar, 39% of consumers are now avoiding seed oils because of health concerns, while 20% reporting that they’ve stopped consuming them altogether.
In addition, 63% believe that seed oils are over-processed, and 62% associate them with genetically modified ingredients (GMOs).
These shifts, combined with the growing influence of the Make America Healthy Again (MAHA) movement, have increased consumer demand for animal fats – especially beef tallow.
MenuData research shows that beef tallow’s menu penetration increased by a whopping 113% year over year in 2025, while overall tallow adoption grew by 65% across restaurant menus – a trend that’s only expected to grow next year.
#4. GLP-1 Lifestyle Shift
As GLP-1 usage has grown, American appetites have shrunk, which has inevitably impacted the F&B industry.
According to Circana, 23% of all U.S. households are currently using GLP-1s, which is projected to increase to 35% by 2030.
While spending on traditional retail food and beverages has decreased among this group, Circana noted that their restaurant spending has actually increased.
Some restaurants are leveraging this to their advantage by debuting menus geared toward this demographic. Case in point, Smoothie King released a GLP-1 Support Menu in late 2024.
However, MenuData noted that GLP-1-aligned menu language remains underpenetrated despite these shifts.
Keywords like “metabolism” (0.06%), “hydrating” (0.45%), and “gut health” (0.12%) only appear on a small fraction of U.S. menus, suggesting there are opportunities here for food brands hoping to get ahead of the curve.
Food for Thought Leadership
This Episode is Sponsored by: Koelnmesse
Snacking in the U.S. has been on the rise for many years, but is this a global phenomenon? Sabine Schommer, Director, ISM, and Guido Hentschke, Director, ProSweets Cologne and ISM Ingredients, explore European and global snacking trends, and how the trio of ISM, ISM Ingredients, and ProSweets Cologne serve as a meeting place for the global snacking industry.
