A new report shows that, these days, consumers are searching for small indulgences at seemingly every turn. Quench’s 2026 Food & Beverage Trend report illustrated how Americans are increasingly turning to personalization, treats, and group get-togethers to find joy during an inflation-filled stretch.
“The most eye-opening trends for us (is) affordable indulgence, because it shows consumers are living in two realities at once. People are still worried about inflation and watching their budgets closely, but they’re not willing to eliminate enjoyment altogether,” Ami Lawson, quench’s managing director, told The Food Institute.
Quench, a Philadelphia-based F&B marketing agency, drew upon its deep category expertise to identify shifts impacting business leaders and marketers most. The report illustrates how consumers are often trading down on essentials while trading up on small luxuries.
“The old assumption was that consumers either spend or save; today’s consumer is doing both,” Lawson said. People “are becoming highly strategic about where they find value and where they reward themselves.
“Consumers aren’t necessarily looking for the cheapest option. They’re looking for the option that feels worth it.”
The personalization movement also continues to gain momentum. Quench calls it “the micro-community effect.”
The micro-community effect “reflects a big shift in how consumers discover, evaluate and connect with brands,” Lawson said. “Mass appeal is becoming less important than relevance.
“Consumers want brands that understand their interests, lifestyles, and values. That’s always been true, but we’re seeing brands win by going deeper with specific audiences rather than trying to be everything to everyone.”
Consumers want brands to participate within communities rather than blatantly market at them, Lawson said.
“That’s why we’re seeing the growing influence of niche creators, localized marketing, and highly targeted brand communities,” she told FI.
A few of the other noteworthy 2026 trends quench wrote about include the following.
Apocalyptic Provisions: quench’s report noted that some consumers are turning to durable, shelf-stable foods for security and peace of mind.
Sensory Overload: In 2026, many consumers seek multisensory food experiences that elevate everyday meals.
The Custom Sip: Personalization has become a form of self-expression, quench noted, with customized drinks ranging from coffees, smoothies, and mocktails.
Restaurant to Retail: Restaurants are extending their brands into retail through sauces, meal kits, and CPG goods.
Pass the Plate: Family style dining is making a comeback, as many consumers demand slower meals and shared dishes.
Predictive Demand Forecasting: Now, more than ever, data-driven forecasting is predicting surges and flavor trends early, allowing F&B businesses to have faster launches, sharper inventory planning, and reduced waste, quench noted.
“The brands that win are the ones that take trends seriously,” quench CEO Michael Pavone said in a statement. “It’s not about chasing fads. It’s about understanding where consumers are headed.”
The Food Institute Podcast
What is America’s appetite for duck – and is it growing? The Jurgielewicz brothers – Dr. Jim, Joey, and Michael – joined The Food Institute Podcast to talk about how Joe Jurgielewicz & Son is continuing the company’s long history while innovating for the future, all while maintaining a balance between family and business.
