When the calendar eventually turns to 2026, consumers will still seek affordable indulgences, spicy snacks, and products aimed at improving gut health. Yet, consumers’ demands don’t stop there; they seek unique experiences.
“It’s clear that the industry needs to be focused and ready to meet these evolving tastes,” Kelsey Roden, category manager at Givaudan, told The Food Institute.
Healthier-for-you products are also expected to gather serious steam in 2026.
“Health priorities from both consumers and the government are reshaping the marketplace,” said Fransmart CEO Dan Rowe, alluding to the prevalence of GLP-1 medication use, as well as the Make America Healthy Again movement.
Here’s a closer look at the trends expected to impact the F&B industry most in the new year:
Flat-bread Items Aid Budget-conscious Consumers
There’s a reason Pizza Hut recently debuted a $5 Crafted Flatzz menu item. There is growing demand for better-for-you crust alternatives.
Once reserved for upscale menus, flatbreads are now making their way to menus at casual restaurant chains, as part of broader brand evolutions.
“There’s going to be an explosion of flatbread offerings and creative flatbread products – both within restaurants and at grocers – in 2026,” predicted Brandon Dorsky, co-owner of Bagel Lords and Yeastie Boys Bagels.
Protein-packed Items Proliferate
The so-called “proteinification” of menus and grocery aisles is expected to gain further momentum in the months ahead.
“Beyond powders and bars, egg-forward foods and other protein-dense staples will show up in snacks, frozen meals, and restaurant menus,” said Nancy Trent, founder of Trent & Company, Inc.
A recent example of the “proteinification” of product lines was Smucker’s debut of Uncrustables featuring 12g of protein, such as the Bright-Eyed Berry Sandwich.
Sourdough Sweetens Bakery Aisles
Musician extraordinaire Taylor Swift recently admitted to having a serious sourdough addiction, while speaking on boyfriend and NFL star Travis Kelce’s podcast. It was the admission heard ‘round the world, sparking the latest food fad.
“The sourdough craze has grown far beyond the Taylor Swift effect,” said Nadia Michel, founder of Mined and Matter.
“Expect to see (sourdough) everywhere, from pizza menus to crackers, snack aisles, and neighborhood bakeries.”
Beyond its artisanal appeal, Michel added, sourdough “taps into the gut-health movement, with consumers eager to optimize digestion and wellness at every meal.”
Zero-sugar Energy Drinks Everywhere
The torrent of energy drinks has overtaken retailers. In an era of GLP-1 weight-loss drugs and fast-paced lifestyles, expect consumers’ caffeine kick to roll on.
Brands like Celsius, ZOA, and Monster are all taking advantage of consumers’ intrigue regarding beverages designed to provide nutritional benefits and energy without empty calories.
“The wave of zero-sugar energy drinks is a product of increasing education on the dangers of sugar and the prevalence of diabetes within the population,” Dorsky said.
Butter Rebounds
Butter, a staple of the dairy aisle, is being reappraised for its health benefits, particularly regarding butyrate, a short-chain fatty acid linked to gut health.
Meanwhile, many consumers now view butter as a “little luxury,” and are showing a willingness to spend on premium versions, as Bloomberg reported.
“Butter, long demonized, is making a comeback,” Michel said.
Air-fried Snacks Take Off
For years now, air-fried food has benefited from a perceived health halo, as the cooking method is believed to result in less fatty and generally better-for-you food. CPG brands continue to play off this trend, offering air-fryer friendly mozzarella sticks, French fries, and tater tots. Restaurants are also taking advantage of air fryers’ popularity.
The trend shows no signs of slowing in 2026.
“Air fryers … post less hazards within kitchen spaces,” noted Jennifer Reynolds, the CEO of Ideation Design Group. “From an operations standpoint, just about any hands-on [restaurant] employee, such as a bartender, can operate the air fryer, whereas the deep fryer requires more training.
“Air fryers are here to stay,” she declared.
Food for Thought Leadership
In this episode of Food for Thought Leadership, The Food Institute’s Rebecca Fryer sits down with Dr. Deepali Palta, vice president of Global R&D, Innovation, and Sustainability at Kellanova, for a deep dive into the science, strategy, and spirit driving the next generation of food innovation.
