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In this episode of Food for Thought Leadership, Chris Campbell, George Hajjar, and Anna Kinder examine how consumers are adapting to mounting economic pressure, rising gas prices, and shifting travel behaviors in 2026. From staycations and micro-vacations to scaled-back road trips and reduced air travel, the FI All-Stars explore how households are reevaluating spending while still searching for meaningful experiences and moments of indulgence.
The discussion also dives into how these behavioral shifts are influencing the food industry. The FI All-Stars unpack the rise of globally inspired flavors, the growing role of private label products, the evolution of “little treat” culture, and the impact of GLP-1 medications on food and beverage preferences. From nostalgic menu items to premium sauces and functional ingredients, consumers are increasingly seeking products that deliver comfort, excitement, and value all at once.
Throughout the episode, the FI All-Stars discuss the complex “matrix” driving today’s shopper — balancing convenience, affordability, health, and emotional connection in an increasingly uncertain environment. Whether it’s a specialty beverage, a nostalgic fast-food offering, or a restaurant appetizer shared among friends, the modern consumer is finding new ways to treat themselves while keeping budgets in check.
Travel Trade-Offs & Staycations
Anna Kinder: “We are seeing quite a few behavioral shifts when it comes to trip planning and taking. Some people are booking trips earlier to try to save money and get ahead of fuel costs, while others are forgoing international trips or destinations farther from home. Staycations are kind of having a moment, and people are choosing maybe one singular destination and planning a shorter weekend trip around that.”
Chris Campbell: “Consumers have been so stressed over the last several years. First it was the pandemic, then inflation, and now gas prices are starting to go wild again. People are getting sticker shock, but the reality is they still need to eat and still want experiences. What we’re seeing now are trade-offs.”
George Hajjar: “There’s less competition in travel right now, and consumers are reevaluating their plans as a result. It’s interesting to see how one disruption in the travel sector can create these larger ripple effects for the broader consumer economy.”
Anna Kinder: “People are still deeply committed to travel and making memories with family and friends, but they’re being a lot more intentional about how they spend their dollars. We’re seeing people bring food with them, cook meals in Airbnbs and save dining out for one memorable experience rather than every meal.”
Global Flavors & Affordable Exploration
George Hajjar: “One thing we’re really seeing is consumers trying to recreate those international experiences closer to home. You may sacrifice the international trip to Italy, but still explore Italian cuisine in your own city or through cooking at home.”
“We’re also seeing strong growth in globally inspired flavors. Ingredients like za’atar, sumac, gochujang and ube are continuing to rise in popularity. Consumers are looking for excitement and exploration, but they also want products that feel authentic and approachable.”
Chris Campbell: “Private label has evolved to the point where consumers don’t necessarily feel like they’re trading down anymore. Retailers are offering globally inspired products, premium flavors and healthier alternatives at lower price points, and consumers are responding to that.”
George Hajjar: “Trader Joe’s is a great example of multiple trends converging at once. They’re offering globally inspired products with premium flavor profiles at accessible prices. Consumers still want discovery and indulgence, but they’re trying to do it more affordably.”
GLP-1s, Functional Foods & Flavor Demand
Anna Kinder: “There’s an interesting functional thread connecting a lot of these trends. Fermented foods and bold flavors are growing because consumers are focusing on gut health and wellness. We’re also seeing GLP-1 medications influence consumer preferences in major ways.”
“Anecdotally, many consumers say these medications make foods taste more bland, so people are gravitating toward stronger flavors, sauces, seasonings and hot sauces. Companies are investing heavily in flavor because consumers may be eating less, but they still want exciting food experiences.”
George Hajjar: “Consumers are increasingly looking for products that hit multiple need states at once. They want indulgence, but they also want foods that feel healthier or more functional. None of these trends happen in a vacuum anymore.”
The Rise of “Little Treat” Culture
Chris Campbell: “One trend that’s really gaining momentum again is the little treat theory. Consumers are looking for smaller indulgences and affordable luxuries that help them cope with stress and uncertainty.”
Anna Kinder: “I think we’re all just little kids inside who want rewards. Some consumers are reaching for purely indulgent treats, while others want products that include functional benefits like protein or adaptogens. There’s definitely a divide in how people are approaching indulgence right now.”
George Hajjar: “We are absolutely a treat society. Even with tighter budgets, consumers are still making room for small indulgences. Beverage-only occasions are growing, and people are increasingly turning to drinks, frozen treats and snacks as little moments of escape.”
Nostalgia & Emotional Comfort
Chris Campbell: “People want what’s familiar right now, especially when there’s a lot of turmoil going on in the world. Nostalgia marketing continues to resonate because consumers are looking for comfort and simplicity.”
George Hajjar: “Taco Bell’s decades menu and McDonald’s nostalgia-driven campaigns are great examples of brands leaning into familiarity. Nostalgia creates trust and reminds consumers that these brands have been part of their lives and memories for years.”
“Food isn’t eaten in a vacuum. It’s shared with family and friends, and nostalgia reminds people of those emotional experiences.”
Anna Kinder: “There’s also this broader cultural movement around embracing your inner child. Consumers are rewarding themselves with little treats, nostalgic experiences and comforting foods because those things help relieve stress and create moments of joy.”
