The biggest food and drink trends 2026

Today’s tough economic climate means the food and drink sector is having to do more to drive sales volumes, with clever product innovation and storytelling key to standing out in a competitive market.

Health remains a top consumer priority in every sense – from their own physical health to mental wellbeing and planetary – but people still desire quick fixes.

However, this market is no longer taking claims at face value, with the public more than happy to do their research. While some of that will be sourced from more traditional media, social channels have quickly become a popular way to stay updated. Although this poses challenges (i.e. a proliferation of misinformation that can be spread quickly), it also presents an opportunity for the food and drink sector to educate, win favour with this TikTok generation, and leverage the trends dominating the algorithm.

The instantaneous nature of the internet, teamed with rapid-fire videos and busy schedules has encouraged our need for quick and convenient. This has translated into a demand for simple, no-fuss meals.

Whilst we have vast swathes of information at our fingertips, the pace of change and sheer volume of data can make trend-spotting tricky - especially when you’re trying to weed out the fads from the genuine long-term movements.

So...we’ve done it for you!

Products with purpose

Despite the cost-of-living crisis health remains a top priority. As Jon Walsh CEO at Bio&Me pointed out that’s really “telling”, showing manufacturers that this is not a trend to be ignored.

“People are increasingly prioritising long-term wellbeing over short-term indulgence, and this mindset shift is here to stay,” Jon Walsh, co-founder and CEO of Bio&Me.

The pandemic thrust health into the spotlight, with consumers now being much more intentional about what they put into their bodies.

According to research from ADM which surveyed 13,900 people in 15 countries across four regions, on average 83% of consumers are limiting or avoiding sugars in their diets. In the UK, this equates to 77% of adults. However, the data found they place taste and reduced sugar on equal footing.

The Food and Drink Federation published positive figures towards the end of last year, with its members’ products now containing 31% less salt, 30% less sugar and 24% fewer calories, compared to a decade ago.

Despite this, data from the British Dental Association shows that nine in ten children and four in five adults are still exceeding their recommended daily sugar limits – so there’s plenty more to be done.

There are several trends within health that will be important for the sector to keep a close eye on.

Natural function

Today’s consumers care about ingredients.

As General Mills’ head of consumer insights (meals & snacks), Lucy Partington outlined: “Shoppers are becoming more selective about ingredients and sourcing.”

The manufacturer has focused on “an ingredient-led approach” for its brands, which Partington says has translated into customer loyalty.

Eating natural unprocessed foods is important to 38% of consumers

“Green Giant, for example, only uses corn harvested in the peak season from the South of France. Häagen-Dazs is known for high quality, six-ingredient simplicity of our signature vanilla ice cream,” she added.

This interest in ingredients has more recently expanded, shifting the dial towards purposeful consumption. Matt McAuliffe, brand, futures and quality innovation director at The Compleat Food Group elaborated: “We’re seeing a clear rise in what we call ‘functional feeders’ – consumers who believe food should do more than simply fill you up.”

Within the meat category, poultry is standing out from the crowd. Pilgrim’s saw fresh chicken sales growing by 5.7%, whilst chicken sausages grew 32.9%. Jason Winstanley, head of research and insights for the meat manufacturer said this demand for chicken has been driven by the bird’s link to health and meal versatility.

This is echoed in exclusive research carried out by Levercliff on behalf of Food Manufacture* which shows rising consumption in white meat. Conversely, it shows a downwards swing for red meat, with more people eating less beef, lamb and pork.

And although plant-based eaters remain a minority, there are indicators that it’s gaining traction. For example, the start of 2026 saw a big win for vegan pizza brand, One Plant Pizza, which launched into 1,000 Aldi UK stores. This shows interest remains not just in the alternative, but the challenger brands which consumers are associating more with authenticity.

Start-up Better Nature has also been shaking up the supermarket aisle.

“The backlash against UPF meat alternatives, coupled with growing demand for natural & gut-friendly proteins, fuelled 37% growth for the UK tempeh category last year,” said Elin Roberts, co-founder and CEO at Better Nature.

The tempeh brand saw year-on-year growth at 51%, making it a leading category player with 32% market share (NielsenIQ data, 52 w/e 27/9/25).

“We’re the best-selling tempeh brand at Tesco and the sole tempeh brand in Asda, with full estate distribution. And we’re the number one tempeh brand for taste and texture, according to independent blind taste test research.”

This comes as interest in more natural plant-based ingredients heightens, with consumers looking at ways to avoid ultra processed and boost diet diversity to help their gut health.

“The [protein] market is fragmenting as consumers become more discerning. They’re gravitating towards more natural protein sources over highly processed, ‘UPF-style’ options,” added Walsh.

The Levercliff study reflected this trend, with 38% of UK consumers deeming the consumption of natural unprocessed food as important. This was considered of equal importance (38%) to eating enough protein, with almost a quarter of consumers increasing their intake over the last 12 months.

More natural proteins such as milk, yoghurt, cheese, chicken, eggs and fish were the most popular sources of protein, with a fifth of consumers stopping or reducing consumption of certain types of protein due to processing concerns. This was a more dominate trend among those in higher- and middle-class occupations.

Priorities also change across the different age groups, with those 55+ placing natural unprocessed food higher at 45%, while protein doesn’t even come into their top five. In contrast, 18-24-year-olds rank protein consumption as their top goal (46%) with natural unprocessed food much lower (not in top five).

Those aged 35-54 rank both natural, unprocessed foods (34%) and protein in their top five (37%).

The older generation (55+) are also shown to link natural ingredients with quality – but this is a trend that carries across the age groups.

Gut health also ranked high on the overall agenda, with 34% of consumers saying eating enough fibre and overall digestive health are important. Again, this differed depending on age groups, with those 35+ more mindful of their gut microbiome.

Those looking after their gut are seeking a broad set of benefits beyond digestive health, including maintaining a healthy weight, reduced risk of disease (eg. diabetes, cardiovascular), and inflammation.

There have been a growing number of studies linking mental wellbeing to happy guts. Research from Harvard Medical School found that 90% of serotonin (the ‘happy hormone’) is produced in the gut. This is helping the shift in mindset, with consumers thinking about how food can support their long-term health - both physical and mental.

However, despite ranking it higher, the Levercliff study showed older generations lack an awareness of some of the benefits a healthy gut offers, including boosting metabolism, sleep quality and mental health compared to those aged under 35.

As such, momentum is gathering around the ‘30 plants a week’ concept (i.e. a bingo sheet of grains, seeds and veggies). Supermarkets have tapped into this trend at speed, with more than 30 retailers across Europe now with formal targets to increase plant-based sales.

Retailers including Sainsbury’s and Tesco have also created new dedicated spaces dedicated to gut health, helping to signpost these popular trends in store.

This is, in turn, helping to shape the strategies of manufacturers all over. In the US, Kraft Heinz has committed to removing all artificial food dyes by 2027; while 2025 also saw PepsiCo launch its ‘naked’ Doritos and Cheetos made with no dyes or artificial flavours – and completely colourless.

This shift is making room for botanicals such as hibiscus and spirulina along with fruit and vegetable like dates and carrots to grow and fill the ‘artificial gap’ in both savoury and sweet.

Another interesting shift is around fermentation – while this is not a new concept (think cheese, wine, bread), we are now using fermentation to also make alternative proteins, fats and flavour compounds.

Brands like Win-Win have managed to use it to create chocolate without cocoa as it serves up an answer to dwindling yields, for example. At the same time more traditional fermented foods are crossing into new categories.

“Flavours like pickle have moved into drinks and snacks and are now evolving into sweet profiles, reflecting how flavour innovation continues to surprise and stretch across categories,” said Robert Craggs, lead development Chef at pladis.

“We’re also seeing a lot more functionality in products and I think there’s plenty more to come from the mushroom world. Mushroom infusions are popping up in chocolates, drinks and cocktails across multiple regions.”

Another emerging shift is linguistic, according to David Moore, ESG director at The Compleat Food Group.

“In 2026, we’ll talk less about ‘regenerative agriculture’ as a buzzword and more about soil health as a tangible concept,” he said.

“Healthy soil underpins everything, from climate resilience to nutrient density, and consumers may start gravitating towards brands that communicate their impact on soil health. We predict on-pack messaging will increasingly link soil health to human health, highlighting micronutrient quality and fibre content. We also expect a more specific focus on nature-based goals rather than carbon alone.”

Trends in action

PepsiCo

Quaker Oats’ clean label breakfast option - Quaker Oats & Fruit - are made from natural ingredients, with over 80% wholegrain oats and real fruit, and sweetened with date powder.

Hunter & Gather

The business secured a Waitrose listing for its four ingredient 100% Avocado Oil Mayonnaise which is free from sugar, rapeseed and vegetable oils, and contains no ‘artificial chemicals’.

Fibre frenzy

In the UK, beans have become an overnight star. The ‘Bang in some Beans’ campaign, for example, received nearly £1.4 million from The National Lottery Community Fund. The initiative, driven by The Food Foundation, Veg Power, and Kent University Students’ Union, is aimed at reducing diet-fuelled greenhouse gas emissions whilst encouraging a long-term shift towards healthier eating.

The demand for foods like beans and legumes has also been pushed along by improved consumer education around the benefits of fibre, which can support regular digestion and even lower the risk of heart disease and stroke. Fibre also plays a role in balancing blood sugar, keeping you fuller for longer, supports healthy weight management, and has been linked to helping women’s health (e.g. easing menopausal symptoms).

66% of UK consumers are eating fibre rich foods to support their gut

“Over the past few years, research into the gut microbiome has really taken off – and we’re realising just how important it is for our overall health. The fascinating thing is that while protein has been celebrated for decades, most people in the UK are already getting enough of it. Fibre, on the other hand, is where we’re falling short – fewer than 1 in 10 people are hitting the recommended intake,” noted Beth Latham, Bold Bean Co’s beanologist.

“That gap has sparked a wave of interest, with influencers sharing tips and hacks to boost fibre. ‘Fibremaxxing’ is one of the rare viral health trends that’s genuinely positive - it’s raising awareness and encouraging people to reach for simple, natural foods like seeds, pulses, and beans.”

Bold Bean Co is now the fastest-growing brand in canned pulses, adding over £5 million to the category year on year, with those between 18-24 its fastest growing age group – up 171% year on year.

Trends in action

Bio&Me

Founded by The Gut Health Doctor, Dr Megan Rossi, Bio&Me has launched Daily Boost Fibre + Protein Bars, specially developed to appeal to female consumers who are looking for tasty and convenient gut healthy snacks that deliver on both protein and fibre fronts.

Coming in Blueberry and Cocoa variants, the 40g bars not only provides 9g of protein, but also 10 diverse plant-based ingredients, including wholegrain oats, dates, pumpkin seeds, carrots, and extra virgin olive oil, helping consumers achieve their daily protein and fibre goals.

Squeaky Bean

Ready-to-eat meat alternative brand Squeaky Bean expanded into the hot pie category last Autumn with its first ever plant-based pie range: the Squeaky Bean Braised Veggie Pie and Squeaky Bean Spanish Chorizo Style Pie. The pies feature fermented vegetables, including chestnut mushrooms, beetroot and onion, complete with a puff pastry lid.

The Spanish Chorizo Style Pie celebrates Mediterranean flavours, combining butter beans, courgettes and a fermented vegetable filling, also topped with golden puff pastry. The inclusion of butter beans marks the beginning of a new direction for Squeaky Bean, with more bean-based innovation to come.

Designed to be oven-cooked and ready in 30 minutes, the pies offer a quick and easy hearty main course option.

The bite-sized boom

The love for fibre has also been driven by the uptick in weight loss injections as consumers look for foods that deliver what we need, rather than what we crave (or at least did before the appetite suppressors!).

“Products that are nutrient-dense, protein-rich, and, importantly, flavour-packed are being chosen over other products which consumers may see as ‘wasted calories’,” said Mike Bagshaw, managing director at flavour house I.T.S

Bagshaw believes GLP-1 will create a new way of looking at food and “presents an enormous opportunity for food manufacturers to explore some innovative flavour solutions”.

“The increased assimilation between pharmaceuticals/supplements into everyday food and drink will also be interesting to watch too,” he added.

Research from Levercliff further reenforces this trend, with 34% occasionally replacing regular meals with snacks and smaller meals, and 14% regularly doing so.

48% of UK consumers replace at least one meal with a snack or smaller meal instead

The push towards micro meals is being driven by younger consumers, with 44% and 21% of 18-34-year-olds occasionally and regularly replacing more average sized portions, respectively.

Smaller appetites (37%) and limited time (25%) are the top motives for switching.

“We anticipate portion-controlled indulgence will capture the public’s imagination. Given the past year’s focus on healthy eating and comfort foods, bite sized treats allow customers to have a delicious treat without feeling like they’ve overindulged,” said Elliot Cantrell, head of NPD at Bakeaway.

We are already seeing the hospitality sector nailing the trend of moderation, with scaled down cocktails. Levercliff data shows that a fifth of consumers have seen mini drinks on the menus – and 68% went onto buy.

The research shows a reduction in alcohol consumption alongside variety being among the top reasons for their appeal.

Creatively branded as ‘snaquiris’ (miniature daiquiris) and ‘tiny tinis’ (extra-small martinis), Megan Conceicao, insights analyst at Finlays Solutions explained this has been a response to both price conscious consumers and temperance goals.

“The move toward creatively downsized food and beverages feels especially forward-thinking. It tackles both cost pressures and the growing influence of GLP-1 therapies on appetite. This is a shift I expect to expand across many more categories soon,” she added.

Trends in action

Morrisons

The discounter added new and exclusive Applied Nutrition range hitting shelves this month.

The range comprises 53 Applied Nutrition food products, which includes a selection of ready meals for GLP-1 users.

The ‘Small & Balanced’ products feature meals such as Spaghetti & Meatballs Cottage Pie, Sweet Chilli Prawn Noodles, and Chicken Casserole – available at £3.75 each.

Co-op

This year also saw Co-op introduce its “GLP-1 friendly” meals, designed for people taking weight-loss medication such as Ozempic or Wegovy.

Packed with nutrients and high in protein and fibre, the ‘Good Fuel - Power Up Your Plate’ offering comprises four 250g mini meals: Butternut Squash, Beans and Grains; Chicken & Sweet Potato Penang Curry, Chicken & Courgette Alfredo Pasta, and Chicken Teriyaki Noodles – priced at £3.50 each.

Social strategy sorted

Food is now part of a global conversation, with social media platforms like TikTok having a greater influence on the food landscape – and society as a whole – every day.

These platforms are both a blessing and a curse, with people everywhere able to search and educate themselves on pretty much any topic. At the same time, it creates a breeding ground for mass misinformation that can be pretty damning to a category, brand – and of course, the people who believe it.

Businesses have an opportunity to hop onto these platforms and debunk disinformation – helping not just to properly educate the public but help drive up your own brand’s credibility.

These media channels are also accelerating discovery, allowing users to see different cuisines around the world; and at the same time completely rewriting the trends playbook.

ROMO

There’s a whole world on social media and if businesses don’t sign up, they could be in for a serious case of ROMO (regret of missing out).

The exposure to global cuisines is creating an expectation that such variety should be available locally.

“For food manufacturers, this presents both a challenge and an opportunity: those who can successfully innovate and respond to these evolving tastes stand to capture the attention and loyalty of Gen Z and Generation Alpha shoppers,” commented Bryony Perkins, senior insight analyst at IGD.

It has also helped to give emerging brands a voice that rivals legacy players. In the last 12 months alone, drinks brand TRIP has had half a billion impressions across Instagram and TikTok.

This is a shift Jacqui Passmore, marketing lead West EU & AMEAP at Dawn Foods, also singled out: “Platforms like Instagram and TikTok have made it possible for a single product – Dubai Chocolate being a good example – to go viral overnight, reshaping discovery, purchase, and brand loyalty.”

However, this trend is still in its infancy among UK consumers, with Levercliff research showing supermarket signposting as far more impactful. Unsurprisingly, consumers becoming aware of a product as a result of social media endorsement is much more commonplace with the younger generation.

ASMR: The modern snap, crackle and pop

Still social media has driven major changes within the sector, helping to transform certain food and drink into a status symbol or expression of personal identity.

Conceicao outlined this trend: “This really took off with the viral $20 ‘Hailey Bieber’ smoothie at Erewhon, and it’s evolved into a wave of colourful matchas, layered with fruit flavours and iced coffee with all the fixings.”

Cathy Goodwin, Subway’s interim director of culinary and innovation (EMEA) agreed; noting that such platforms are responsible for a ‘camera eats first’ mindset, wherein visually striking, customisable products thrive.

For manufacturers, that means products need to be vibrant, eye-catching, and highly personalisable; but it also means working harder to connect products to pop culture moments and social trends.

“The ongoing ASMR social media trend [soothing noises and motions which can be made by a person’s mouth, hands or an object] has trained consumers’ palates to crave crunch, crackle and snap – but in 2026, food brands will run with it far beyond the constraints of TikTok and Instagram,” predicted Goodwin.

Whilst an autonomous sensory meridian response is difficult to measure in a quantitative survey, Levercliff research did show ASMR-related factors as standout reasons for trying a new product.

Predictably taste came top at 51%, but this was followed by visual appeal of the packaging (32%), smell of the product (23%), visual appeal of the product (22%), mouthfeel (14%), and feel of the packaging (13%).

Goodwin continued: “Consumers have rightly come to expect more from what their food tastes, looks and smells like, arguably making texture the final frontier. When consumers can enjoy the textural profile of their meal – beyond just appearance or flavour – they feel like they’ve had the full experience."

Craggs agreed: “The food landscape in 2026 will be shaped by a deeper focus on sensory experiences. Consumers are seeking multi-sensory enjoyment and the rise of ASMR is inspiring us to craft snacks that deliver on every level – from sound and texture to packaging design. It’s an exciting continuation of the ‘super sensory’ trend that’s redefining how people connect with food.”

Trends in action

Bio&Me

Influencers with credible expertise, such as my Bio&Me co-founder Dr Megan Rossi, The Gut Health Doctor, are playing a key role in debunking myths around gut health and helping people make more informed, evidence-based choices.

DoughGirl

The brand went viral last year with its decadent bakes, appealing to some TikTokers’ love for ASMR with its satisfying cookie ‘pull aparts’ and close up ‘boxing-up’ videos. The success has been so strong that the business has made the recent strategic decision to scale-up and refresh its website.

Convenience

Social media has increased the popularity of ‘lifehacks’ – this has translated across sectors for example placing a wooden spoon over your pan so the water doesn’t boil over. When it comes to eating, it’s often focused on minimum fuss cooking/baking.

As Cantrell highlighted: “Instead of intricate meals with many ingredients, consumers want quick, easy and cost-effective options.”

But convenience isn’t just a result of social media, it’s also due to ongoing economic pressures and busy schedules.

“While pressures have eased, the cost-of-living continues to shape shopper behaviour, with more people eating at home – in fact, 89% of struggling households in the UK are still extremely or very concerned about rising costs of groceries,” Chris Doe, marketing director at Pilgrim’s Europe, told Food Manufacture.

Doe explained this shift has encouraged growth in frozen foods as shoppers look to manage waste and stretch their budgets.

“Flexible hours have led to a 12% increase in in-home lunches and a 45% rise in lunchtime meals eaten outside,” he continued.

“As life gets busier, consumers are seeking products that lend themselves to more occasions and convenient options – such as Richmond Ready Baked and easy meal components – to fit around their changing routines.”

Katherine Hardwick, group insight director at Samworth Brothers, shared similar thoughts: “With a focus on value we’re seeing consumers seeking comfort in fuss free familiar dishes. There is something of a ‘humble revival’ – chefs and home cooks getting inventive with cheap and cheerful cuts with humble ingredients taking centre stage providing affordable and sustainable solutions.”

For food businesses, Hardwick said the convenience trend means developing lighter, more portable solutions that fit into fragmented lifestyles.

“Value-conscious shoppers aren’t simply looking for the cheapest option – they want products that deliver everyday practicality while still offering small moments of joy," she added.

For specialist convenience operators, the push for convenience will turn their focus on shelf-life, with food and drink to be consumed in minutes rather than days, gradually eroding take-home grocery assortments.

“Convenience retail is entering a pivotal phase,” said Perkins. “The channel is now diverging into two distinct models. One remains rooted in neighbourhood-style stores, often operated by supermarket groups, serving local communities with top-up grocery missions and modest food-for-now options.

“The other model is evolving rapidly, and this is made up of specialist convenience operators, that are moving toward immediate consumption, reshaping their formats and assortments to meet the demand for out-of-home consumption. This will see them introduce new food and drink brands – either in-house or third party – as they complete their metamorphosis from small supermarkets to something more akin to a QSR.”

Trends in action

Ginsters

The company has created a new Pastry Toastie, designed to be heated in the toaster for 4 minutes, is a new key player in providing consumers with a convenient hot lunch solution. It is already performing strongly since launching in October in Tesco.

Richmond

The sausage brand offers a range of different pack sizes and formats at various price points to cater to the needs of different households and families in response to the need for convenient options.

Data methodology

*Levercliff undertook online quantitative research with a sample size of 1,044 UK consumers in December 2025.