As 2025 draws to a close, the food and drinks landscape is entering a new phase, shaped by shifting consumer priorities, heightened wellbeing awareness and a desire for authenticity.

Looking ahead to 2026, we are seeing a stronger focus on physical-emotional balance in nutrition and daily life, an increased emphasis on provenance and brand storytelling, and a rise in playful, indulgent experiences that create moments of joy and true connection in a world of uncertainty.

In this post, we explore each trend, highlighting how brands are responding and the opportunities available to those seeking to remain culturally relevant, resonate with audiences and stand out in an increasingly crowded marketplace.

While protein and fibre have taken over the health food scene in 2025, we’re expecting this to shift into an approach that prioritises a physical-emotional balance. Alongside a rising interest in whole foods, consumers want natural ways to improve their physical wellbeing, manage stress and support overall health. This intentional, holistic mindset is shaping the year ahead and brands like KNOOPS are already responding. KNOOPS recently collaborated with functional mushroom brand Dirtea, combining the benefits of Lion’s Mane with a premium hot chocolate.

Takeaway: Align your brand with emerging lifestyle and cultural trends that prioritise physical-emotional balance and holistic wellbeing to strengthen its relevance and connection with consumers.

Brand stories and heritage are more important than ever, with consumers taking a keen interest in the voices, narratives, and information behind the products they purchase.

Luxury dairy, for example, is experiencing a resurgence, evolving from a simple household staple into a premium, indulgent category, and Trewithen Dairy exemplifies this shift. Consumers are increasingly willing to pay more for high-quality, distinctive dairy, even amid cost-of-living pressures, choosing products that offer a sense of craftsmanship and luxury.

Authenticity and origin are central to the appeal of both luxury and elevated everyday categories. Trewithen Dairy’s commitment to high-welfare herds, traditional production methods and the distinctive character of Cornish milk provides the provenance and transparency that consumers increasingly demand.

Takeaway: Brands that proactively embed their heritage, values, and authenticity into marketing campaigns can turn provenance into a powerful competitive advantage, elevating everyday categories through thoughtful storytelling.

For HFSS brands, this has never been more crucial. With new regulations coming into effect in January, many brands will need to adapt how they communicate with their audiences. Creative, strategic and digitally integrated PR approaches will be essential for navigating these regulations and other evolving industry challenges.

This year saw the launch of playful, viral hits like M&S’ Strawberry Sandwich or Dubai Chocolate everything and we’re expecting this trend to continue into the New Year. As costs continue to rise, consumers seek small, exciting indulgences and these novelty products do just that. Sainsbury’s is already leading the trend into 2026 nicely with the launch of their recent, controversially received, Mince Pie Wrap.

Takeaway: In an era marked by climate anxiety, digital saturation and political unrest, consumers are looking to self-soothe with playful moments, and food is no exception. Brands can harness these experiences to build connection, sentiment and drive visibility.

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