Food and beverage continues to be disrupted. From shocks that are affecting the entire global economy, such as the rise of AI and the war in Iran, to those that affect food in particular, such as the popularity of GLP-1 weight-loss drugs, there are many factors that are influencing food and beverage.
“Change isn’t occasional anymore, it’s constant”, points out Charles Banks, director and co-founder of organisation The Food People.
What is trending in the sector is also shaped by consumer desires; what people want from food, be it nutrition, taste or just the reduction of hunger, drives trends.
These trends, in turn, drive NPD and shape the food industry. Every food company must respond to what consumers want. The most successful ones are those that can quickly adapt to demand.
What trends are shaping the food and beverage sector in 2026?
1. GLP-1 weight-loss drugs
Once primarily taken for the treatment of diabetes, GLP-1 drugs are increasingly used for weight-loss. This is already impacting the food and beverage market, although in some geographies more than others.
The rise of GLP-1s will affect food and beverage as well. It is likely to lead to smaller portions; the popularity of protein and fibre to boost satiety will increase; snacks will focus on health as well as taste.
“It’s not just about appetite. These drugs are rewiring how people relate to food,” says Banks.
2. Food as therapy
Consumers are feeling the pressure of economic uncertainty. Food is often acting as therapy for those facing hard times, says The Food People’s Banks.
Consumers are looking for “small, accessible moments that comfort, that lift, that simply make you feel good”.
In particular, they are looking for affordable treats and foods that can provide a form of escapism. On the flip side, people also want simple, ‘back-to-basics’ products that deliver ‘real satisfaction.’
Premium products have seen success in this landscape, as have products that inspire nostalgia in consumers.
3. Snackification
Snacks are increasingly popular. The old three-meals-a-day order is breaking down, suggests The Food People’s Banks. Consumers are more flexible with their mealtimes, with ‘grazing’ becoming the default.
In response to the popularity of snacking, brands are premiumising and even becoming more indulgent to meet consumer needs. Think gourmet crisps (potato chips) and even small plates rather than full meals.
Snacks are even being designed to be presentable and shareable on social media.
“Snacks are doing multiple jobs; convenience, treat and even nutrition,” says Banks. “They’re designed to feel like a proper occasion.”
4. Unusual meat cuts
With the plant-based trend declining, or at least changing, consumer attention is moving back to meat. But not just old-fashioned steaks and burgers. Now, consumers want the unusual cuts; collar, wings, belly and even neck are seeing demand.
Consumers are being creative with these unusual meat cuts, says Banks, adding value through different cooking techniques, or combining them with different flavours.
Trust in the food system is declining, and consumers want transparency. This works in the favour of meat, especially meat where the point of origin is clear.
5. Desserts, all the time
Consumers are no longer keeping desserts to after dinner – they’re eating them at all times of the day.
As the snackification trend indicates, traditional mealtimes are far more fluid than they once were. This is also the case with desserts. Consumers are mixing up when they eat their desserts, from breakfast pastries to late-night snacks.
Even old-school foods like hot-cross buns are seeing “dessertification”, says Banks.
The popularity of desserts, he says, is largely due to the fact they provide affordable indulgence in uncertain times.
6. Bread and batter
“Carbs are very much back”, says The Food People’s Banks.
This is partially seen in the popularity of a myriad of different breads – crumpets, focaccia and even French toast. However, batter-based foods, like crepes, waffles and pancakes, are also seeing popularity.
Carbs are still seen by many consumers as unhealthy. However, much like desserts, their popularity is driven, in part, by the desire for affordable indulgence, says Banks.
7. Convenience optimised by tech
In a world where more and more people are on the go, convenience is seeing strong popularity.
As well as feeding the popularity of snacking, consumer desire for convenience is also driving retailers to use tech to streamline the shopping experience, according to The Food People.
For example, AI is being leveraged to help the consumer on their way to the checkout. We could even see AI agents making choices on the consumer’s behalf, according to consultancy McKinsey and Company.
8. Food preservation through new packaging
As consciousness of the importance of reducing food waste grows, so does technology aiming to prevent it from happening at all.
Smart packaging that includes sensors to detect spoilage is seeing traction, as is antimicrobial packaging that can reduce the penetration of bacteria in food in the first place.
Even edible films and coatings to protect fruit in transit are likely to become more popular, The Food People suggests.
9. Gene editing
Gene editing is a controversial topic in food and beverage, with strong scepticism seen among many consumers.
Yet with climate change increasingly putting pressure on crop yields, many companies are utilising it. Mars, for example, recently partnered with start-up Pairwise to futureproof its cocoa.
Gene editing has potential beyond food security. It can improve nutrients within food and even shelf-life. As stigmas are lifted, points out The Food People, the potential of the technology grows.
10. Classic cuisines with new twists
Consumers still want to eat what they love, but they want more from it.
Cuisines such as Italian, Chinese, Indian and American are still dominating, providing comfort to consumers. But people want more from these cuisines; regionality rather than just the generic choices, for example. Instead of Italian, they may want Sicilian cuisine; instead of Chinese, they may want Sichuan.
They also want to make these meals more interesting, incorporating lesser-known ingredients into them.
Consumers are more well-travelled and better informed, says Banks. They expect more from these classics.
These cuisines “anchor the consumer” and bring “comfort and joy”, but consumers still want “discovery” layered in.
