June 22, 2026 – Macro factors such as the persistently high cost of living and technological transformation are creating uncertainty and change, which is influencing lifestyles and behaviors. More than half of consumers in Europe feel anxious about the world, with health of the planet and immigration top issues of concern. Personal concerns around finances and health are key sources of stress. Consumers continue to be more proactive about their health and controlled in their shopping habits and behavior, with technology a key enabler. Demographic changes such as an aging population and increased solo living are starting to have a more notable impact on trends.
This report identifies five key consumer trends for food and beverage based on shifts in lifestyles, attitudes and behaviors and highlights innovation opportunities that these present for companies and brands.
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