September 18, 2025 – Innova Market Insights announces its Top 5 Global Consumer Trends for 2026, a forward-looking analysis of the values, lifestyles, and behaviors that are influencing food and beverage choices. These trends are drawn from Innova’s unique approach of combining global megatrends analysis, insights from consumer research across multiple markets, observations from on-the-ground trend-spotters, and continuous monitoring of new product trends and innovations. For food and beverage brands, as well as ingredient and flavor companies, these top consumer trends present opportunities to adjust marketing strategies, inspire innovation, and secure a competitive advantage. To find out more, watch our webinar on the 25th of September.
Here is a quick preview of the trends you can expect to see:
The Top 5 Global Consumer Trends for 2026
1. Relaxed Sociability
The way that consumers socialize is shifting from formal, nighttime, and alcohol-driven gatherings to more informal, daytime, and health-conscious occasions. According to Innova’s research, 59% of consumers are choosing casual ways to socialize, while 17% favor more formal gatherings. 45% also report sharing food together as a key source of connection when socializing, second only to family.
Food continues to play a central role in social bonding. Increasingly, social occasions occur in “third spaces” that blend leisure, work, and wellness. Therefore, locations like coffee shops are becoming more important places for consumers socialization. There has been a +22% net growth in their importance, driven by Gen Z, millennials, and higher-income groups. The home, restaurants, nature and the countryside are also growing in popularity. Additionally, alcohol-free options and healthier indulgences are in greater demand, as consumers look for social enjoyment without compromising well-being. Easy and accessible casual comfort foods also remain popular.
2. Time for Me
Solitude is being redefined as positive, restorative, and essential to well-being. One in three consumers intentionally spend time alone to manage stress, while 29% say an indulgent food and beverage experience is something that fits with “me time,” peaking with Gen Z. “Me time” often involves self-care or indulging in comforting moments with your favorite food, reading or listening to music. As one of Innova’s trendspotters noted, “It’s about the right to disconnect. This includes switching off after work, declining social plans, prioritizing sleep.” For brands, this creates opportunities to design products and experiences that support these rituals, whether through calming formulations, indulgent formats, or inspiration shared on platforms such as TikTok.
3. Vitality & Longevity
An aging population, longer lifespans, and increased access to health information and tracking are driving consumer demand for solutions that optimize long-term health and vitality. For global consumers, top physical health concerns are sleep, weight, and energy, with 57% of consumers saying they have taken action to address their lack of energy. When it comes to healthy aging, preventing diseases, looking fit, and having healthy skin and hair are more important for younger consumers than older generations, who are more focused on maintaining mobility and keeping an active mind.
In addition, the market for vitality and longevity solutions is segmented into the more scientific, ‘lab’ based and supplement rich approaches versus more traditional, slower, and low-tech kinds of wellness. The latter are often routed in ancient traditions and learning such as Ayurveda. Brands targeting the energy space can also find opportunities in holistic solutions that meet both physical and mental energy needs with benefits that talk to enduring vitality vs traditional potent energy solutions that provide a quick fix.
4. My Tech Mate
Generative AI and digital tools are becoming everyday companions. 36% of consumers are positive about AI, with enthusiasm highest among younger generations. However, they are also mindful of the potential downsides such as misinformation and data privacy. In food and beverage, consumers are exploring a variety of AI-enabled solutions. For example, recipe finders can generate ideas based on ingredients at home, and smart kitchen devices can automate meal preparation and cooking. Additionally, apps are a tool that can provide expert advice on nutrition and healthy eating. Thus, the opportunity for brands is to use technology as an enabler of simplicity and source of inspiration, not to add complexity.
5. Simplified Life
Faced with stress and complexity, 29% of consumers have simplified their lives to improve mental wellbeing. 31% say spending time outdoors in nature helps them to manage stress. This trend manifests in limiting screen time to combat digital overload, reconnecting with nature for restoration and choosing simple, nostalgic, and comforting food and drink experiences.
With 1 in 4 consumers saying that making healthy choices is a cause of stress in relation to food and drink, brands can stand out by offering clarity, ease, and reassurance. Solutions that make healthy eating simpler or reduce everyday decision fatigue are particularly valued.
Why do These Consumer Trends Matter for Food & Beverage Businesses?
Understanding consumer trends in food and beverage is not about chasing fads. It is about anticipating structural shifts in behavior and values. These five trends reflect deeper human needs: connection, balance, vitality, empowerment, and simplicity. Businesses that meet these needs will be positioned for growth in a competitive landscape.
More detail about the five key trends offering consumer-driven opportunities in 2026 will be available in a free webinar on September 25 from 4PM CEST / 9 AM CT. Innova’s Macro Trends Team will deliver a full presentation of the Global Consumer Trends for 2026 including the latest insights into shifting lifestyles, attitudes and behaviors, and how these are driving opportunities for food & beverage brands. Register to the Webinar Here
