YOUR PREVIEW FOR THE YEAR TO COME
2026 Trend Predictions
2026 TRENDS PREDICTION S
Executive Summary
The food, beverage, and wellness industries are undergoing a profound transformation driven by shifting consumer values, tech nological acceleration, and economic volatility. This
report identifies and explores the most critical trend areas shaping the 2026 landscape, with a special focus on how brands, retailers, and innovators can stay ahead of disruption.
At the core of this transformation are three macro forces:
• Conscious Consumption – A values-driven approach to health, sustainability, and transparency.
• Anywhere Commerce – The rise of frictionless, omnichannel, and ambient shopping experiences.
• Non-Human Participation – The growing influence of AI, automation, and synthetic agents in shaping consumer decisions and product development.
These forces are not isolated—they are converging, accelerating, and redefining what it means to innovate, compete, and connect with consumers.
Key Highlights
• Tariffs and pricing pressures are reshaping cost structures and promotional strategies, with historical patterns offering clues to future behavior.
• Emerging brands are disrupting sleepy categories through global flavors, sustainability, and cleaning up the familiar.
• Premiumization is being democratized, with private label stepping in to deliver high-quality experiences at accessible prices.
• Younger generations are rejecting rigid diets in favor of balance, personalization, and occasion-based eating.
• Non-UPF and Clean Label movements are gaining momentum, driven by consumer skepticism, state-level legislation, and proactive reformulation.
• Nutrient density is being redefined by practicality and performance, with protein, fiber, and sugar alternatives at the center of the conversation.
• Functional ingredients are evolving from niche to mainstream, with crossover between supplements and food/beverage formats accelerating.
Research Methodology
• Approach overview: Given the complexity and nuance of conscious consumption across channels, categories,
and demographics, our analysis draws on a broad set of datasets to build a comprehensive evidence base for
trends and predictions. These sources include:
Primary Research came from SPINS:
• SPINS POS Data | Total US Natural Expanded & Mulo + Conv (Powered by Circana), Amazon (Powered by
Stackline
• SPINS TriLens Panel . Total US- All Outlets
• Price Intelligence
• July 2025 SPINS survey of U.S. Gen Z & Millennial shoppers (n=1,000).
• May 2025 SPINS survey of total U.S. Vitamin & Supplement shoppers (n = 1000).
2026 TRENDS PREDICTION S
2026 TRENDS PREDICTION S
Table of Contents
01 New Market Environment
02 Categories Ripe for Disruption
03 Premiumization of Private Label
04 Diet Culture
05 Global Flavors and the Return to Real
06 Nutrient Density
07 Functional Ingredients to Trend in 2026
New Market Environment
Changing dynamics in the industry and beyond
2026 TRENDS PREDICTION S
An emerging (and disruptive) set of realities are accelerating some priorities, bringing new ones to the table, and fundamentally transforming the tradition of how, why, and where people shop for food
CO N SC IO US
CO N SU M PT IO N
A N YW H E RE
CO M M ER CE
N ON – H UM A N
PA R T I CIP A T IO N
Environment
40%
of Gen Z & Millennials follow a specialty diet (high protein, low carb, gluten free, plant-based)
2026 TRENDS PREDICTION S
An emerging (and disruptive) set of realities are accelerating some priorities, bringing new ones to the table, and fundamentally transforming the tradition of how, why, and where people shop for food
A values-driven approach to health, sustainability, and transparency
78% US consumers say a sustainable
lifestyle is important1
41% Contribution to CPG growth in
2024 from sustainability-marketed products2
90% of Gen Z & Millennials are actively
looking to avoid using or consuming certain ingredients3
CO N SC IO US
CO N SU M PT IO N
A N YW H E RE
CO M M ER CE
N ON – H UM A N
PA R T I CIP A T IO N
Environment
2026 TRENDS PREDICTION S
An emerging (and disruptive) set of realities are accelerating some priorities, bringing new ones to the table, and fundamentally transforming the tradition of how, why, and where people shop for food
The rise of frictionless, omnichannel, and ambient shopping experiences
15% Total retail was E-commerce in
Q2 2025 (+5.3% yoy)1
$100B Social commerce market by
2026 2
$67.3B Retail media ad spend
forecasted for 2025 3
CO N SC IO US
CO N SU M PT IO N
A N YW H E RE
CO M M ER CE
N ON – H UM A N
PA R T I CIP A T IO N
Environment
2026 TRENDS PREDICTION S
An emerging (and disruptive) set of realities are accelerating some priorities, bringing new ones to the table, and fundamentally transforming the tradition of how, why, and where people shop for food
The growing influence of AI, automation, and synthetic agents in shaping consumer decisions and
product development
75% of consumers say they’re
open to a trusted AI personal shopper that understands their needs 1
~9 in 10 retailers are adopting or
piloting AI 2
68% retailers want gen-AI to
transform marketing/content 3
CO N SC IO US
CO N SU M PT IO N
A N YW H E RE
CO M M ER CE
N ON – H UM A N
PA R T I CIP A T IO N
Environment
2026 TRENDS PREDICTION S
Despite rising tariff rates, prices to consumers have so far been muted
Price increases have decelerated in the
categories with higher exposure to rising tariffs,
including products with steel or aluminum
packaging
Source: US Custom s and Border Protection Trade Statistics. FY 2025 updated as of August 31, 2025. Amount includes Estimated and final duties, taxes, and fees paid by the trade community, including adjustments for refunds..
1.7%
1.1%
5.3%
2.8%
0.2%
4.2%
Total Grocery Beer Soda
YA v 2YA L12 w.e. 10.5.25 v YA
Average price change by category
Environment
US Steel & Aluminum
Tariff Revenue
FY 2024
$1.609B
FY2025^ $7.79B
2026 TRENDS PREDICTION S
Global market volatility disrupts Cost of Goods early, with lagging (but inevitable) consumer burden
Environment
2.3%
5.1%
-1.7%
1.6%
2.8%
13.8% 14.4%
7.9%
Total Food &
Bev
Orange Juice SS Coffee SS Candy
Chocolate
ARP YA v 2YA ARP v YAGlobal commodity prices:
+1.4% v 2YA
Global Orange Prices:
+136% from 2023 to 2024
Global Coffee Prices:
+75% from vs 2YA
Global Cocoa Prices:
+170% from vs 2YA
2026 TRENDS PREDICTION S
A high threshold for change
Shelf price is sticky; the grocery supply change takes a conservative approach to price changes
Orange JuiceCoffee
0
50
100
150
200
250
300
350
400
450
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
2 0
1 9
-0 1
-0 1
2 0
1 9
-0 5
-0 1
2 0
1 9
-0 9
-0 1
2 0
2 0
-0 1
-0 1
2 0
2 0
-0 5
-0 1
2 0
2 0
-0 9
-0 1
2 0
2 1
-0 1
-0 1
2 0
2 1
-0 5
-0 1
2 0
2 1
-0 9
-0 1
2 0
2 2
-0 1
-0 1
2 0
2 2
-0 5
-0 1
2 0
2 2
-0 9
-0 1
2 0
2 3
-0 1
-0 1
2 0
2 3
-0 5
-0 1
2 0
2 3
-0 9
-0 1
2 0
2 4
-0 1
-0 1
2 0
2 4
-0 5
-0 1
2 0
2 4
-0 9
-0 1
2 0
2 5
-0 1
-0 1
2 0
2 5
-0 5
-0 1
2 0
2 5
-0 9
-0 1
Avg Shelf Price IMF Price Index
Prices RiseCosts rise
12 Months 15 Months
0
1
2
3
4
5
6
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
2 0
1 9
-0 1
-0 1
2 0
1 9
-0 5
-0 1
2 0
1 9
-0 9
-0 1
2 0
2 0
-0 1
-0 1
2 0
2 0
-0 5
-0 1
2 0
2 0
-0 9
-0 1
2 0
2 1
-0 1
-0 1
2 0
2 1
-0 5
-0 1
2 0
2 1
-0 9
-0 1
2 0
2 2
-0 1
-0 1
2 0
2 2
-0 5
-0 1
2 0
2 2
-0 9
-0 1
2 0
2 3
-0 1
-0 1
2 0
2 3
-0 5
-0 1
2 0
2 3
-0 9
-0 1
2 0
2 4
-0 1
-0 1
2 0
2 4
-0 5
-0 1
2 0
2 4
-0 9
-0 1
2 0
2 5
-0 1
-0 1
2 0
2 5
-0 5
-0 1
2 0
2 5
-0 9
-0 1
Avg Shelf Price IMF Price Index
Costs fall
Costs rise 400%, but shelf prices
rise 50%
Prices continue
rising
Environment
2026 TRENDS PREDICTION S
Levers in play to mitigate higher cost of goods
Category Chg in Promo
Wks Chg in Promo
Depth
Total Food & Bev +0.08 +30 bps
RF Orange Juice -1.40 -112 bps
SS Coffee -1.34 +23 bps
Chocolate Candy -1.17 -57 bps
Chocolate Baking -1.01 -11 bps
Lever 1: Contracting promotions
Spreading tariff costs across their portfolio, raising price of
items with less exposure to tariffs
ARP % Chg – L12 v YA Soda Packaging Type
Lever 2: Distributed impact
An early, high impact action to improve product-level
profitability
Environment
+4.0%
Cans
+4.0%
Plastic
Ripe For Disruption
Categories that could see rapid change in 2026
2026 TRENDS PREDICTION S
The next wave of category reinvention
Disruption occurs when emerging brands or
products with new attributes gain market share
from the traditional leader and drive
marketplace evolution.
A few sleepy categories ripe for reinvention:
• Pantry Segments
• Lunchbox Ingredients
• Oral Care
• Supplements
DISRUPTION STA RTS WITH INNOVAT ION…
SURPRISING GROWTH…
MARKET PENETRATION
Ingredients
Disruption
0% 1% 2% 3% 4% 5% 6% 7% 8% 9%
10% 11% 12% 13% 14% 15% 16% 17% 18% 19%
2026 TRENDS PREDICTION S
Calculating disruption: Strong shopper presence + low growth + minimal innovation
Food & Beverage – Household penetration & innovation rates
HH PENETRATION OF CATEGORY
100 15 20 35 55 60 65 70 75 80 85 90 95 100
High Penetration + Lower Innovation
+ Stagnant Growth = RIPE FOR DISRUPTION
Avg. Innovation Rate
Decline Growth Stable (+/- 1%)
Ingredients
Disruption
50
PUDDING GELATIN & OTHER
TEA SS SALSAS & DIPS
FRUIT SPREADS & JAMS
NUT & SEED BUTTERS
SS MEAT SEAFOOD
SS PICKLES & OLIVES
BEANS OILS & VINEGARS
DELI MEAT
FZ FRUIT
& VEG
SS CONDIMENTS
BREAD & BAKED GOODS
2026 TRENDS PREDICTION S
Legumes as a prime example of disruptive pantry staples
Nutrient dense products that capitalize on need for healthy convenience, global flavors, and cultural familiarity
Beans
+0.2% $ vs YA
Nut Butters
-1.0% $ vs YA
Beans Around the World More Nut Bases, More Spice
Globally-inspired.
Ready-to-heat
(e.g., Indian chickpea curry,
Mexican charro beans) Chili or “swicy” peanut spreads
Pistachio & walnut
Chili crisp +22%
Turkish Candy +255%
✓ Fit a “fiber-
maxxing” diet
o Room to move
beyond the can;
more convenient
meal formats.
✓ Inherently high
protein
✓ Vehicle for flavor
versatility.
o More options
w/out seed oils.
Ingredients
Disruption
2026 TRENDS PREDICTION S
Classic lunchbox ingredients are ripe for a refresh
Building a Better Sandwich Condiment Refresh
Cleaner Options
Variety Expansion
Specialty Loaves & Buns
+14% Natural Meats:
100% of growth
6% of sales
Deli Meats
-1.6% $ vs YA
Learn from other meats: organic, uncured options with humane sourcing
Global varieties like Jamón Ibérico & French Pâté for adventurous hosting
Bread & Bakery
-0.8% $ vs YA
Emphasize true fermentation + regenerative or sustainable grains like Einkorn
Expand Sourdough and specialty bases to adjacent areas, like tortillas or pastry
Mayo -1.0%
Avocado Oils
+23%
Intersection
of BFY bases + bold spice (wasabi, harissa, chimichurri)
Ketchup -0.9%
Organic Ketchup
+2%
“Hidden veggies” for kids, layered flavors for adults
Salad Dressing
-4.6%
Natural Dressings
flat
Acidity / fermentation + digestive health benefits
Ingredients
Disruption
2026 TRENDS PREDICTION S
Tooth-paste, present, future
Toothpaste has seen disruption from fluoride alternatives, with room still to innovate elsewhere
Disruption potential in body care
HH PENETRATION OF CATEGORY 35 55 75 80 85 90 9570
4%
5%
6%
7%
8%
9%
10%
11%
12%
13%
14%
15%
16%
FRAGRANCES
& PERFUMES
Decline Growth Stable (+/- 1%)
SKIN CARE
SUN & INSECT
PROTECTION
SHAVING &
HAIR REMOVAL
DEODORANTS &
ANTIPERSPIRANTS
FACE CARE
COSMETICS
& BEAUTY
SOAP &
BATH PREP
HAIR CARE
ORAL CARE -0.1% $ vs YA NPI Share: 4%
Family-Friendly Fluoride
Alternatives
More Eco-Friendly Forms
Balancing the Biome
Toothpaste packaging is
plastic-heavy, and tablets
are still in early stages of adoption. Opportunity for
recyclable tube options
Pre and probiotics aren’t
just for gut health. Expect
this focus to extend to balancing oral bacteria via
pastes and rinses
Hydroxyapatite
products are starting to
prioritize kids, making room for more flavor
innovation across ages
Ingredients
2026 TRENDS PREDICTION S
A dose of disruption in Vitamins & Supplements
Sources: 1. SPINS Natural Expanded Channel & MULO + Convenience (powered by Circana), Total VMS by Health Focus $ Change 52 Weeks Ending 11.30.2025 vs YA
2. Hormones is a custom segm ent, composed of the follow ing SPINS health focuses = Menopause + PMS + Reproductive Health
3. https://odphp.health.gov/healthypeople/objectives-and-data/browse-objectives/arthrit is
4. May 2025 SPINS survey of total U.S. Vitamin & Supplement shoppers (n = 1000)”What are your top health goals when choosing a supplement?”
Ingredients
+6.2%2 HORMONES2
Hormonal Health
Functional Boost for Intimacy
Formats That Feel Like a
Treat
-4.9%1 JOINT HEALTH
Joint Health Activation
Peptides For Inflammation
Growth of Labeled Vegan
(+11%)
Newer Designs for Absorption
-2.8%1 ENERGY SUPPORT
Energy, Hold the Caffeine
of VMS consumers express
Hormonal Balance as a top
goal4; TRT averaged +9%
annual growth over 5 years5
13%
of adults in the U.S. have
arthritis325%
of VMS consumers prioritize
energy & stamina as a top
health goal4
27%
RTD Meets On-The-Go
Caffeine Alternatives
How declining innovation opens
the door for private label premium
The Premiumization Paradox
2026 TRENDS PREDICTION S
Premiumization and the innovation gap
The gap between premium demand and new product innovation creates opportunity in the market
Premium products lead CPG growth
Avg. Retail Price
Unit Growth Vs. YAGO
Dollar Growth
Vs. YAGO Positioning Group
$3.76 -0.3% +2.2% Total Food
$4.58 +4.5% +7.3% NATURAL PRODUCTS
$4.20 +2.3% +4.9% SPECIALTY &
WELLNESS PRODUCTS
$3.58 -1.3% 0.8% CONVENTIONAL
PRODUCTS
New product innovation has slowed
NUMBER OF ITEMS LAUNCHED BY QUARTER
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
2 0
2 1
Q 3
2 0
2 1
Q 4
2 0
2 2
Q 1
2 0
2 2
Q 2
2 0
2 2
Q 3
2 0
2 2
Q 4
2 0
2 3
Q 1
2 0
2 3
Q 2
2 0
2 3
Q 3
2 0
2 3
Q 4
2 0
2 4
Q 1
2 0
2 4
Q 2
2 0
2 4
Q 3
2 0
2 4
Q 4
2 0
2 5
Q 1
2 0
2 5
Q 2
of Private Label
Happening
2026 TRENDS PREDICTION S
Private label: An engine of growth
100%
Private Label Household Penetration
+22%
Gen Z Household Buyers
+4%
High income shopper trips that include private label vs YAGO
+6%
Gen Z shopping trips that include private label vs YAGO
Future growth is fueled by
younger and more affluent
consumers who are increasingly
turning to private label products
Private label has become a staple
in virtually every household,
accounting for over a quarter of
all units sold.
of Private Label
Happening
https://www.walmart .com/ip/Great-Value-Rotini-16-oz-Box-Shelf-Stable/10534080
https://www.walmart.com/ip/b ettergoods-Bronze-Cut-Radiatori-No-496-16-
oz/5439978227?classType=VA RIANT&from=/search
https://www.kroger.com/ p/simple-truth-organic-traditional-pasta-sauce/0001111015010
https://www.kroger.com/p/kroge r-classic-tomato-traditional-pasta-sauce/0001111013410
https://www.target.com /p/frozen-stuffed-mini-rigatoni-in-a-marinara-sauce-with-hidden-vegetables-8oz-good-38-gather-8482/-/A-
https://www.target.com/p/but ternut-squash-ravioli-9oz-good-38-gather-8482/-/A-82379990#lnk=sametab
https://www.costco.com/p/-/kirkland-signature-grass-fed-beef-sticks-115-oz-12-count/4000367875
https://www.costco.com/p/-/kirkland-signature-mini-muffin-bites-chocolate-chip-165-oz-20-count/4000339190
2026 TRENDS PREDICTION S
Premium benefits for less
https://corporate.walmart.com/news/2024/04/30/walmart-launches-bettergoods-a-new-private-brand-making-elevated-culinary-
Premium attributes
$1499 $1099
$0.55/per each
Tiered offerings
$499
$0.55/ounce
$349
$0.44/ounce
$279
$0.12/oz
$199
$0.08/oz
$214
13.4¢/oz
$098
6.1¢/oz/
Today’s customers expect more from the private brands they purchase – they want affordable, quality products to elevate their overall food experience
– Scott Morris, Senior Vice President, Private Brands, Food and Consumables, Walmart.
of Private Label
Happening
https://www.census.gov/newsroom/press-releases/2025/acs-1-year-estimates.html
www2.census.gov/library/publ ications/2025/demo/p60-286.pdf
https://www.bls .gov/cpi/
https://www.bls.gov/news. release/archives/realer_09 112025.htm
https://ag.purdue.edu/news /2025/08/how-americans-make-healthy-food-choices-in-grocery-stores.html
www.hartman-group.com/reports/downl oad/2111857692
2026 TRENDS PREDICTION S
Premium without the price tag
In the constant tradeoff between price and quality, private label is poised to win in the premium and
functional segments once dominated by brands.
Tightening Budgets
+3.1%
Consumer Price Index for Food
+3.8%
Median Monthly Homeownership Costs
+1.3%
Median Household Income
Demand for Premium
Reason consumer say it is hard to eat
healthier food is cost
#1
Private Label’s Rise
+ =
of Private Label
Happening
Diet Culture
Consumer preferences are changing
the way people are eating
2026 TRENDS PREDICTION S
Unpacking influence
1. SPINS The Next Generation of Consumers “When deciding where to shop for a product, how often does price
Taste & Price01
Health &
Wellness02
Social Media03
Personalization
& Technology04
Taste & Price
01
#1 Gen Z & Millennials
Consideration Of Retail
Location¹: Price
vs.
Health & Wellness
02 64% of Millennials, 56% of Gen Z & 46% Boomers put a
good to a lot of effort into making health eating choices¹.
Social Media
03
Personalization & Technology
04 ~90% of Gen Z & Millennials are actively
looking to avoid using or consuming
certain ingredients².
2026 TRENDS PREDICTION S
Younger Millennials & Gen Z integrating wellness trends within their diets.
1. July 2026 SPINS survey of total U.S. Gen Z and Millennial shoppers aged 13-44 (n = 1000) “Do you follow any of the following dietary restrictions?”, “Within each of the following categories, are there any ingredients you are actively looking to avoid using or consuming?” SPINS TriLens Panel (Powered by Circana),
Millennials & Gen Z:
~40% follow a specific diet¹
56%
41%
34% 32%
High
Protein
Low Carb Gluten
Free
Plant
Based
Top Ingredients Younger Shoppers Actively Avoid + Key Categories¹
High
Fructose
Corn Syrup
Artificial
Sweeteners
Sugar
Alcohols
• Snack
• Confectionary
• Beverage
Dinnertime, Fast Forwarded
64%
Of adults eat dinner at 5 or 6pm²
53%
Of Gen Z had interest in earlier dinner reservations in 2025³
73%
Of Gen Z have a gym membership3
2026 TRENDS PREDICTION S
What’s here?
Sources: 1. https://news.gallup.com/poll/696599/obesity-rate-de clining.asp
2. https://www.evernorth.com /sites/default/files/2025-03/2025-pharmacy-in-focus-report.pdfx
3. SPINS Natural Channel+ MULO (pow ered by Circana), Grocery, Refrigerated, Frozen, VMS Product Type, 52 Weeks Ending 11.30.2025
4. SPINS All Outlet Panel Data (powered by Circana), Total US All Outlets, 52 Weeks Ending 11.2.2025l
Injectables: Beyond A Quick Fix¹,²
Of adults have taken an
injection for weight loss12%
Boomer’s inject rates vs.
7-10% of Gen Z &
Millennials
17%
Gen Alpha’s increased
use in 24’, followed by
Gen Z (+68%)
+85%
Liquid Diets & Snacks
Younger Snacking Attitudes⁵,⁶:
• Favor drinkable snacks- mainly carbonated drinks & juices
• More likely to replace meals than Gen X or Boomers
• Functionality to support convenience, energy, productivity and work-life balance
FZ Breakfast Meals
RF RTD Coffee- Cold Brew
Chips, Pretzels & Snacks
Energy Drinks
$ % Chg vs YA³ -9% +5% -1% +17%
% of $ From Gen Z + Millennials⁴ 37% 47% 34% 56%
2026 TRENDS PREDICTION S
Future forward
Sources: 1. SPINS Natural Channel+ MULO (powered by Circana) , Grocery, Refrigerated, Frozen Departments 52 Weeks Ending 11.30.2025
Whole Foods
Ingredients ranked the most important
part of product labels to all age groups³
Whole Pumpkin
+12% -4% Artificial Colors
Whole Sweet Potato
+6% -2% Artificial
Flavors
$ % Change
Whole Kale
+9% -3% Artificial
Preservatives
Funky Fermentations Intentional Indulgences Pint vs “Biggie”¹
$ % Change
“Little Treat” Culture
Turning fermented, pickled & naturally preserved foods
into everyday staples vs. side-dish afterthoughts.
+8%+5%
$67.1M In Sales$96.7M In Sales
Kimchi ¹Sauerkraut ¹
6% 5%
-1% -2%
14oz 16oz 46oz 48oz
Base ARP $5.46 $5.22 $4.68 $4.87
62% of Americans
consider “treats” as part of their self-care routine. ²
Global Flavors and the Return to Real
The modern kitchen has evolved
2026 TRENDS PREDICTION S
Global flavor wave: still surfing
Buoyed by favorable demographics and an audience ready to adopt, international flavors continue to expand,
evolve and inspire, regardless of (or in part because of) price points.
https://datausa.io/profile/geo/united-states?pums5RacesPyramid=pums5Race7&pums5RacesResident=pums5Race0
DEMOGRAPHIC DRIVERS
• Most common non-English
languages spoken in U.S.
households:
• Spanish
• Chinese (Mandarin,
Cantonese)
• Tagalog (Filipino).
• Korean restaurants in U.S.
grew +10% in 2024 alone.
• Bao Bun sales +45% in UK
PRIVATE LABEL JOINS IN
• Retailers are capitalizing
on the trend, rolling out
store brand versions of
popular global product
types.
BRAND EVOLUTION
• Dumpling and single-type
brands now confidently
expanding into new
categories
STATUS SAUCES
• Premium-positioned
condiments featuring
global flavors have become
a new social marker and
pantry must-have.
2026 TRENDS PREDICTION S
Beyond Belief: Rising Demand
Nearly half of Americans choose kosher labels for added quality assurance, mirroring a global shift toward greater
transparency, quality, and food safety.¹
1. https://www .globalgrowthinsights.com/market-reports/kosher-food-market-101843
2. https://www.im arcgroup.com/united-states-halal-food-market?utm _source=chatgpt.com
3. https://www .im arcgroup.com/united-states-kosher-food-market?utm _source=chatgpt.com
2024 Halal &
Kosher Sales²³ Clean Labeling & Broad Appeal Have Big Potential Retail & Brands Are All In
Kosher Halal
+2.9% Predicted CAGR
2025-2033
+9.7% Predicted CAGR
2025-2033
What’s The Difference? ⁴ Top Halal & Kosher
Certifications
Transparency
Food Safety
Ethical Treatment
Additive/Processing Awareness
Plant Based Alignment
Socially Consciousness
Moderate – Very High
Halal Kosher
2026 TRENDS PREDICTION S
On the horizon
Sources: 1. SPINS TriLens Panel (Powered by Circana) , Total US All Outlets, 52 weeks ending 06/15/2025
Units
23K
26M
1M
659M
127M
SPINS Natural Channel+ MULO (powered by Circana), Grocery, Refrigerated, Frozen Departments 52 Weeks Ending 11.2.2025
All Things Protein & Functional Seedy Business: Moving On No Artificial Ingredients
33%
67%
Seed Oil Food & Bev² Unit Contribution
Contains Seed Oils No Seed Oils
Seed Oil No Seed Oil
Base ARP $4.32 $4.30
$ % Change -5% +1%
Unit % Change -5% -2%
Soybean Oil Canola Oil Sunflower Oil Corn Oil
28B -5%
17B -5%
10B -5%
5B -7%
+51%
Added
Chickpea Protein
+55%
Whey & Casein
-5%
Added Soy
Protein
-41%
Added Chia
Protein
Protein Trend Performance Unit % Chg²
Gen Z & Millennials over-index in spend on protein & functional ingredients¹
SS Rice Cakes +23%
FZ Breakfast Foods +17%
SS Jerky & Meats +16%
RF & PB Yogurt +10%
Creams Creamers +7%
Products With No Artificial Ingredients, By Category
Units % Chg, Vital Clean ²
Units
Behind protein and sugar, no artificial ingredients is the third most sought after claim
by shoppers³
2026 TRENDS PREDICTION S
Not all additives are created equal
Shoppers will not approach ultra-processed avoidance the exact same way. Consumer awareness varies but with
ultra-processed concepts becoming more mainstream, its important to understand it’s a layered topic and not all
additives will be approach equally. Looks for brands to create significant differentiation in the market via this
concept.
04
Purity Seekers Natural low-calorie sweeteners, ‘natural’ additive
alternatives, non-whole food ingredients, etc
03
Additive Skeptic Non-whole grain flour, emulsifiers,
thickeners, flavorings, sugar alcohols, etc
02
Ultra-Processed Aware Bromated flours, High Fructose Corn Syrup,
Hydrogenated Oils, etc
01
Artificial Avoiders Artificial colors, artificial flavors, synthetic
preservatives, and artificial sweeteners.
Protein, Fiber, and new perspectives on macros’ role in a
balanced diet.
Nutrient Density
2026 TRENDS PREDICTION S
Peak Protein: Twin Drivers of a New Boom
GLP-1 Compensation Aspirational Fitness
Smaller portions require higher nutrient density
$1.9B | +22.1% RF Yogurt
Drinks
$2.0B | +20.1% Cottage Cheese
$5.6B | +10.3% Liq. Meal
Replacement
$2.0B | 25.3% Meat Snacks
*sales where protein content was > 20g
Nutrient dense* snacking = healthy living?
+4,404% Ice Cream
+1,222% Pasta Sauce
+209% Sports Drinks
+23% Cookies
+16% Salty Snacks
15%
Wellness
Bars
2026 TRENDS PREDICTION S
Fiber on the Rise
Protein may dominate headlines, but fiber is the real gap in American diets- and brands are starting to respond
3.4%
3.9%
5.0%
2.1%
2.7% 0.3% 1.0%
1.9% 1.0%
0.7%
-2.6%
0.2%
-0.5%
Q U
A D
E n
d
1 2
/2 9
/2 0
2 4
Q U
A D
E n
d
0 1
/2 6
/2 0
2 5
Q U
A D
E n
d
0 2
/2 3
/2 0
2 5
Q U
A D
E n
d
0 3
/2 3
/2 0
2 5
Q U
A D
E n
d
0 4
/2 0
/2 0
2 5
Q U
A D
E n
d
0 5
/1 8
/2 0
2 5
Q U
A D
E n
d
0 6
/1 5
/2 0
2 5
Q U
A D
E n
d
0 7
/1 3
/2 0
2 5
Q U
A D
E n
d
0 8
/1 0
/2 0
2 5
Q U
A D
E n
d
0 9
/0 7
/2 0
2 5
Q U
A D
E n
d
1 0
/0 5
/2 0
2 5
Q U
A D
E n
d
1 1
/0 2
/2 0
2 5
Q U
A D
E n
d
1 1
/3 0
/2 0
2 5
0%
5%
10%
15%
20%
25%
Product Sales designated FDA-High Fiber, L52 weeks
Increase Decrease Total
Fiber Maxxing
11%
12%
32%
67%
172%
Psyllium
Inulin
Acacia Fiber
Tapioca Soluble Fiber
FOS
(Fructooligosaccharides)
Food & Bev Fiber Types¹
Top Unit % Growth
FDA-denoted High Fiber products are growing in the usual places…
…as well as new areas of penetration
SUPPLEMENTS
708%
BREAKFAST FOODS
85%
RTD TEA & COFFEE
70%
SODA
29%
2026 TRENDS PREDICTION S
Too Sweet?
A combination of new converts to the Clean Label movement and a decrease in cravings from GLP-1 users has
shined a stronger light on sweeteners used in Food & Beverage.
Sugar-Free Category
Unit Sales Growth
Pudding & Gelatin 6.2%
Nut & Seed Butters 24.0%
Juices 3.3%
Baking Ingredients 7.4%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
X Y
L IT
O L
S O
R B
IT O
L
A S
P A
R T
A M
E
A R
T IF
IC IA
L
S W
E E
T E
N E
R S
C A
N E
S U
G A
R
M A
P L
E S
Y R
U P
C O
C O
N U
T S
U G
A R
D A
T E
S U
G A
R
Sweetener Unit Sales, % Chg, Yago
Base Category
Unit Sales Growth
Pudding & Gelatin -3.7%
Nut & Seed Butters -3.6%
Juices -3.7%
Baking Ingredients -1.3%
2026 TRENDS PREDICTION S
2026 Predictions for Macronutrients
01
Sugar, naturalized.
Mindful sweetener intake favoring natural
sources and overall decreased volume
02
Protein as a Pure Play.
Less gimmick snacks, more ‘classic’ categories
like animal meat, dairy, and beans.
03
Fiber Fully Appreciated.
Concerted brand marketing pivot from
protein excess toward real fiber deficiencies.
04
Honest Adoption.
Decreased maxxing, increased focus on
properly balancing diet + RDA needs.
What ingredients will trend in 2026?
Functional Ingredients
2026 TRENDS PREDICTION S
Linking Functional Foods & Ingredients To Health Trends
What Health Trends to watch in 2026
Healthy Aging GLP-1 Support Personalized
Nutrition & Risk-
Factor Targeting
Superfoods &
Whole Food
Supplements
2026 TRENDS PREDICTION S
Building Resilience For Longevity
Source: SPINS Natural Channel + Multi-Outlet (MULO) (Powered by Circana) + SPINS Am azon Market Measurem ent (Powered by Stackline)
De pt: Vitam ins & Supplements, Subcategory: Vit A-D-K, Functional Ingredients, 52 Weeks Ending 11/30/25
What are your top health goals
when choosing a supplement?
28%
Bone And Joint
Support
25%
Anti-Aging
33%
Skin, Hair, and
Beauty
Beauty Health
$54.4M | +7.3%
Inositol
Muscle & Bone Health
$1158.7M | +11.5%
Vitamin A-D-K
Cellular Health
$24.1M | +33.6%
Selenium
2026 TRENDS PREDICTION S
Potential Breakout Ingredients In 2026
Knowing what shoppers are looking for in supplements helps unlock cross-over potential and formulation
considerations
What’s Fading?
Weight Loss
Cleanse & Detox
Cold & Flu
Joint Health
Allergy & Respiratory Health
What’s Breaking Through?
Mood Support
Hangover Remedies
Liver Support
Longevity & Healthy Aging
GLP-1 Boost/Support
Sea Moss
Known For:
Nutrient Density; Gut Health;
Weight Management
$52.9M | +207.8%
Shilajit
Known For:
Cognitive Health, Energy,
Muscle Recovery
$13.9M | +80.4%
Colostrum
Known For:
Gut Health, Immune Health
$32.3M | +784.9%
Saffron
Known For:
Mood Support; Cognitive
Health; Menopause
$2.7M | +175.7%
Acetyl L-Carnitine
Known For:
Energy Support; Weight
Management
$16.7m | +128.1%
NMN
Known For:
Healthy Aging; Cellular Health;
Cognitive Health
$0.3M | +179.1%
2026 TRENDS PREDICTION S
Stress & Mood Support
Look for Supplements, Ingredients, and Foods that Support Stress & Mood to Continue to Prosper in 2026 as the
population, especially younger generations, continues to experience a rise in stress and anxiety
Source: SPINS Natural Channel, SPINS Conventional Channel (powered by Circana) data 52 Weeks Ending 10.5.25
https://www.apa.org/news/press/releases/2022/10/multiple-stressors-no-function
Popular Mood & Stress Ingredients In Supplements:
Ashwagandha $197M | +24.7%
Magnesium $453M | +17.1%
GABA $39M | +15.3%
Theanine $48M | +164.0%
Vitamin D $444M | -4.5%
Kava $8.2M | -3.8%
What’s Next?
Saffron is up-and-coming mood balancer and
serotonin booster that continues to show promise in
mood support formulations.
76%
Of adults reported stress
as having an impact on
their health
$41M | +8%
+52%
Soda
+61%
RTD Water
+33%
Kombucha &
Other Func. Bev.
2026 TRENDS PREDICTION S
Mind Over Matter – Cognitive Health Evolved
Brain health is expanding from memory support to
everyday focus, mood, and stress resilience. Shoppers,
especially younger ones, are seeking ingredients like
magnesium L-threonate, citicoline, L-theanine,
ashwagandha, and lion’s mane in convenient food and
beverage formats, making cognitive wellness a cross-
category growth driver. Creatine + Cognitive Health Headlines
Will brands lean more heavily on cognitive health messaging in 2026?
2
$627.4M | +77.6%Creatine
Functionality In Perspective Cognitive Health Focus By Functional Ingredient
Dollars, Dol % Chg +14.1%
+13.6%
+0.7% +12.6%
+13.7% +34.2%
$0.0M
$10.0M
$20.0M
$30.0M
$40.0M
$50.0M
$60.0M
$70.0M
$80.0M
Magnesium Vitamin
B12
Caffeine DHA
Products
Theanine Ginseng
Source: SPINS Natural Channel + Multi-Outlet (MULO) (Powered by Circana) + SPINS Am azon Market Measurem ent (Powered by Stackline)
Dept: Vitam ins & Supplements, Functional Ingredients, 52 Weeks Ending 11/30/25
1:VMS Attitude & Usage Survey, N = 1,000 VMS Consumers; Fielded May 9th – 21st, 2025, Survey Run Independent From Sales Data
35%
18% 19% 19%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
18-24 25-34 35-49 50-64 65+
Top Health Goal: Mental Clarity & Focus by Age Group 1
2026 TRENDS PREDICTION S
Some key ingredients & products tout many health benefits and “the only supplement you need”
Colostrum Sea Moss
Immunity, Gut
Health, & Recovery
GLP-1 Support Immunity, Gut
Health, & Beauty
Beauty Immunity, Energy,
Gut Health
Immunity
on TikTok on TikTok
2026 TRENDS PREDICTION S
Modern Soda Diversification & Impact
Look for 2 core impacts from the 2025’s banner Modern Soda year.
• Diversification of Health Focus and Functional Ingredients within Modern Soda
• Brands attempting to replicate Modern Soda’s success in other Categories.
Health Focus $ %Chg in Beverages
Digestive Health +19%
Mood Support +46%
Immune Support* +21%
Functional Ingredients To Watch
• Paraxanthine
• L-Theanine
• Clear Protein
2026 TRENDS PREDICTION S
Next-Gen Nutrition: Personalized Health For Every Cell
Pictures from respective sites:
https://www.samsungm obilepress.com /feature-stories/great-health-can-happen-overnight-with-galaxy-watch
https://www.apple.com/newsroom/2025/09/apple-debuts-apple-watch-series-11-featuring-groundbreaking-health-insights/
1: July 2025 SPINS survey of total U.S. Gen Z and Millennial shoppers aged 13 -44 (n = 1000)
AI + wearables help shoppers optimize sleep, stress, and recovery, supporting proactive cellular health and longevity.
Advances in biomarker testing is guiding precision nutrition for inflammation, muscle preservation, and early cognitive support.
AI, Wearables & Health Tracking Advances in Testing for Precision Nutrition
• Hypertension
• Sleep Score
• Heart Rate
• Vitals/ECG
• Blood Oxygen
• Cycle tracking
• Activity/Workout
• Wrist Temperature
• Antioxidant Index
15%
of Gen Z and Millennials are turning to AI tools for product learning, with 11% ranking AI chatbots among their top discovery methods.1
41%
of consumers remain unaware of the gut microbiome, and 50% don’t
realize it can impact gut health2
Thank You!
