You’re about to get a clear, data-led view of how 2026 is reshaping food and drink. This short introduction links market numbers and recent reports to the practical choices you can make today.

Fortune Business Insights and Innova Market Insights show rapid growth and a shift toward quality, health, and freshness over novelty.

You’ll learn why consumers now demand everyday wellness and clear benefits from products you already sell. That matters for brand planning, product roadmaps, and the way you talk about value.

Through research-backed insights, this piece helps you spot launch signals and innovation moves across the market. Expect practical examples and a simple framework to prioritize tests that can boost growth this year.

How to read this 2026 trend report: scope, sources, and why it matters to you

We translate the research so you can pick the moves that will pay off in the next 1–3 years. This brief focuses on the United States while drawing context from broader market signals where it sharpens your planning.

What we used: Innova’s 2025 “Ingredients & Beyond”, Mintel’s 2026 predictions, and current market sizing that shows the functional food and beverage market at $364B and rising fast.

• You searched for clear patterns; this report centers on the shifts changing food and beverage development today.
• We triangulated consumer launches, market sizing, and trend research so you avoid one-off fads.
• The guidance shows where quality and value meet on shelf and online, and which formats to prioritize.

Signal	What it shows	How you use it
Innova 2025	Freshness, health, nutrition drive perceived quality	Prioritize claims that prove benefits
Mintel 2026	Dietary diversity and multisensory experiences	Test heritage flavors and texture-led formats
Market sizing	Functional market $364B, >10% CAGR	Use sizing to set realistic pilots and budgets

For deeper market context, see this concise protein market update.

Quality, value, and personalization are redefining ingredients & beyond

Shoppers now judge product quality by freshness, clear benefits, and a fair price — not just by a familiar name.

More than half of consumers put quality first, then freshness, health, and nutrition. Price and value shape what you can credibly claim on pack.

Generations differ. Older adults trust “fresh and natural” cues. Younger shoppers look to brand, packaging, and image. Meanwhile, private label is narrowing the gap by offering accessible, benefit-led options.

• Position quality by tying freshness to health benefits and clear value statements.
• Tailor cues by age: natural cues for older shoppers, visual storytelling for younger ones.
• Defend margin with transparent pricing logic and ingredient clarity rather than discounting.

Segment	Quality cue	How you act
Older shoppers	Fresh, natural	Highlight provenance and simple labels
Younger shoppers	Brand image, packaging	Invest in visual storytelling and social proof
Private label	Value with benefits	Differentiate with science, flavor, or sourcing

Use the latest Innova Market Insights to refine which quality signals matter most for your product families.

Global ingredient trends you can put on the menu today

Pick formats that match how people snack and sip, then make your claims simple and credible.

From claims to credibility: specify clinically relevant dosages and tie each claim to a clear daily benefit. Consumers respond when you explain what a dose does, in plain language.

From claims to credibility: transparency, dosage, and benefits-focused storytelling

Use icons and a one-line benefit to show proof. Call out the exact amount and the outcome it supports.

Innova pushes stronger storytelling on quality and amounts. That makes your products feel trustworthy and useful.

Format innovation: gummies, functional candies, RTDs, and multisensory experiences

Meet people where they snack and sip with favorite forms—gummies, candies, and RTDs that deliver function without friction.

Design for multisensory delight so the functional message lands alongside a memorable taste experience.

• Prioritize one primary benefit and one supporting claim, each tied to a named ingredient.
• Use flavor systems that signal function—citrus for focus, berry for immunity—while keeping your brand voice.

Format	Primary benefit	Example launch
Gummies	Daily probiotic support (specified CFU)	Nestlé probiotic gummies
Functional candies	Sugar-free delivery with targeted botanicals	General Mills probiotic candies
RTDs & cans	Prebiotic fiber per serving	Pepsi Prebiotic Cola; Simply Pop

Gut health moves mainstream: pre-, pro-, and postbiotics in food and beverage

Gut-focused formulas are moving from niche to everyday staples across food and drink.

Warum das wichtig ist: 59% of consumers now prioritize gut health for whole-body well-being. The gut market sits north of $14 billion today and could top $32 billion by 2035, so demand is strong and sustained.

What’s driving demand

Shoppers want clear outcomes: regularity, comfort, energy, and mood. That makes gut support an easy sell in routine formats.

Ingredients to prioritize

Anchor formulas in familiar, proven options. Choose chicory root fiber plus named strains like Lactobacillus and Bifidobacterium.

Category playbook

Start in beverages with a hero SKU, then expand to confectionery and snacks once repeat purchase is proven.

• Pair indulgent texture with clinically backed strains so function feels like a treat.
• Call out strain names and fiber grams per serving for quick shopper trust.
• Reduce sugar while adding fiber to support metabolic balance and taste.

Opportunity	Format	Beispiel
Daily gut support	Beverages	Pepsi Prebiotic Cola; Simply Pop (6g fiber)
Family trial	Gummies & candies	Nestlé probiotic gummies; General Mills probiotic candies
Functional match-ups	Snacks & bars	Fiber + named probiotics for gut-brain or gut-skin claims

Action for you: pick a single, scannable benefit, use known strains and chicory root, and launch where trial is easiest—then scale into snacks once consumers repeat purchase.

Protein powers growth across categories

Protein is moving from functional niche to everyday meal planning across food and beverage. The protein-products market sits at about $12.1 billion today and is forecast to reach $27.4 billion by 2034 at an 8.5% CAGR. That growth reflects real consumer demand for meals that deliver 30–40g of protein.

Animal and plant sources: pea, chickpea, fava, whey—meeting consumers’ 30-40g goals

Whey still leads for performance, while pea, chickpea, mung, fava, and almond proteins expand options for digestibility and sustainability. Brands like Ripple (20g pea), Danone’s Alpro/GetPRO lines, and Harvest Moon show how varied sources can hit meal targets.

Winning formats: high-protein RTDs, yogurts, puddings, and functional indulgence

RTDs, Greek-style yogurts, and puddings make high protein part of daily habits, not special occasions. You can help shoppers hit 30–40g by designing serving sizes and macros that make meal math effortless.

Positioning cues: satiety, muscle support, value, and clean flavor systems

Positioning should highlight satiety and muscle support, with clear front-of-pack grams. Use dessert-inspired flavors and satisfying textures to drive repeat purchase while keeping labels clean.

• Offer a portfolio of sources—whey for performance, pea and fava for digestibility and sustainability.
• Prioritize proven formats (RTDs, yogurts, puddings) to capture routine demand.
• Protect value with price-pack architecture and clear protein grams on the front.

Opportunity	Format	Beispiel
Meal replacement	RTD	Ripple Protein Shakes (pea)
Daily habit	Yogurt	Danone GetPRO (25g)
Functional treat	Pudding	Harvest Moon Tiramisu Protein Pudding

Action for you: launch a hero product that proves velocity, then plan expansion into adjacent categories once repeat purchase is proven. Clear grams, smart flavor choices, and a mix of sources will win in this growth market.

Next-wave functionality: cognition, longevity, and women’s health

Expect a wave of calm-energy and cellular-support formats that slot into daily routines. You can meet demand by packaging clear, single-benefit SKUs first and expanding once trial and reviews prove repeat purchase.

Mood and focus: consumers increasingly seek adaptogens and nootropics like ashwagandha, rhodiola, L-theanine, and lion’s mane. Use gummies, powdered mixes, and functional coffees to deliver calm energy. Pair L-theanine with green tea caffeine to provide focus without jitters.

Healthy aging: stacks that combine NMN, resveratrol, spermidine, collagen, and ergothioneine appeal to shoppers after cellular and structural support. Explain mechanisms plainly—mitochondrial support, skin and joint nourishment—so benefits are easy to scan.

Women’s health: prioritize protein for satiety, targeted probiotics, and evidence-backed botanicals such as chasteberry or maca. Start with a hero SKU that proves velocity, then add bundles and day-part routines.

Fokus	Formats	Practical claim
Mood & focus	Gummies, lattes, mixes	Calm energy; named adaptogen dose
Healthy aging	Beverages, medical nutrition	Cellular support + collagen for skin
Women’s health	Protein bars, elixirs	Satiety 20g protein + probiotic strain

• Nachhaltigkeit matters: make sourcing stories real for botanicals and mushrooms.
• Regulatory caution: align claims with human evidence and guidance to protect trust.

Abschluss

Make your next launch a proof point: precise claims, pleasant flavors, and a retail plan that puts the product where consumers already shop.

The market data is clear: the functional market is growing fast, gut health and protein show strong demand, and brands are commercializing across beverages, snacks, and desserts. Use those signals to pick a focused set of ingredients that move the needle.

Plan simply: start with one hero SKU, prove velocity, then expand. Translate research into plain benefits, dose clearly, and build sensory experiences that match daily routines.

Measure results, iterate, and use those insights to scale offerings with confidence. That approach turns market momentum into lasting business growth.