By all accounts, 2026 could be the year of agentic AI. The latest findings from Acosta Group show that 70% of shoppers have already used tools like “AI companions” (such as Amazon’s Rufus AI assistant) to assist with their shopping journeys – and such adoption seems bound to accelerate in the months ahead.
“The biggest way people are using generative AI in their lives is almost becoming a conversation with a friend,” noted Kathy Risch, SVP of shopper insights and thought leadership at Acosta Group. “Literally, you’re like ‘Hey, I’m going on a trip; can you help me map out the best places for my husband and I to eat when we make a stop in Chattanooga?’”
In a recent conversation with The Food Institute, Risch contended that, if consumers are having conversations with AI agents, “it actually means that, perhaps your brand story can be better heard.”
The continued evolution of AI was just one of the top predictions Acosta Group envisions for the F&B industry in 2026. The group’s predictions were based on research and studies compiled throughout the past several months.
At this point, AI has become part of everyday life for all generations (but especially Gen Z). AI serves as an always available brainstorming partner.
However, Acosta Group research revealed that only 12% of shoppers currently trust AI to actually make purchases on their behalf, listing concerns about privacy and data use, unapproved purchases, and fraud. Industry experts feel the F&B businesses that earn consumer trust will unlock the next level of AI-driven shopping.
“We expect 2026 to be defined by new AI agent relationships and ‘cautious experimentation’ with AI automated checkout,” Risch said.
Acosta Group’s additional predictions for 2026 include the following:
Consumers Demand Holistic Value
In the new year, consumers appear poised to become more intentional with their purchases, demanding stellar experiences and value. Brands, retailers, and restaurant operators that authentically understand their customers and double down on curated offerings will offer true value, Acosta Group explained.
The definition of value is evolving in many shoppers’ eyes, “moving from a focus solely on price, convenience, quality, and quantity, to one that incorporates experiential components, relevance, and relatability,” Risch explained.
As a bifurcated, “K-shaped” economy continues to take shape in America, value-driven shoppers remain cautious while premium-oriented consumers are willing to invest in products and experiences that deliver unique benefits. As a result, businesses like retailers need to treat their loyal customers better than ever.
“Knowing your target consumer and building the meaningful product assortment and experiences (is key),” Risch said. “Know your customer and do it amazingly – from everything from soup to nuts, the products you offer, the services in store, and the loyalty program.”
Health Gets Personal and Functional
Key drivers for wellness in 2026 are likely to be personalization, transparency, and functionality. It’s worth noting that younger adults, like Gen Zers and millennials, tend to care more about wellness attributes than other generational cohorts.
Meanwhile, growing GLP-1 weight-loss drug usage is amplifying precision nutrition and influencing food and beverage purchases.
“A GLP-1 user needs more fiber, and we do believe fiber is going to get more attention back to what’s important in the body from a health and wellness point of view,” Risch said. “There’s going to be a lot of products that provide the fiber and others that will be protein.”
The latest Acosta Group research revealed that the topic of fiber is growing in social media conversations 2.4 times faster than protein.
Shoppers Embrace Relevant Innovation
Innovation has never been more important for F&B businesses. The focus, though, is shifting from simply adding more SKUs to creating smarter solutions that balance newness, utility, price, and access, while also ensuring relevance that resonates with diverse consumer groups.
“Bold differentiation and cultural resonance will be table stakes for growth,” said Colin Stewart, EVP, business intelligence at Acosta Group. “Brands that have a deep understanding of their consumers, and that foster a sense of personalized connection, value, and authenticity – while delivering high-quality products – will be well-positioned for growth.”
Food for Thought Leadership
In this episode of Food for Thought Leadership, Food Institute VP of content and client relationships Chris Campbell sits down with Barry Thomas, senior thought leader at Kantar, to unpack the rapid rise of agentic AI — a new class of AI systems that don’t just generate information but take action on behalf of the user.
