March 26, 2026 – Ingredients are no longer just part of the recipe – they are powerful signals of quality, purpose and trust. But which ingredients are consumers actively seeking out… and which are they moving away from?
In 2026, consumer expectations are evolving rapidly. Shoppers are reading labels more closely, examining formulations, and rethinking what “better for you” truly means. Certain ingredients are gaining strong appeal and driving innovation, while others are being deliberately limited or avoided. The dynamic between what consumers want more of and what they want less of is becoming a defining driver in product development and brand positioning. Join Lu Ann Williams, President and Co-Founder at Innova Market Insights, as she unpacks the key ingredient movements set to define the year ahead – and reveals how winning brands are turning ingredient strategy into competitive advantage.
Talk to an expert for detailed forecasts and trend analyses for one of the world’s most innovative markets.
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