7 food and beverage trends shaping the market today

Global events are shaping the way people eat and drink. Today’s consumers want the comfort of—and connection to—traditional flavors and nostalgic recipes, backed by ingredients that nourish their minds, bodies, and souls.

To meet this demand, the food and beverage industry is shifting. Restaurants, suppliers, and brands alike are evolving to satisfy consumers’ needs: introducing new flavors, fusing cultures, and putting greater emphasis on ingredients that are good for consumers and the environment. 

Keep reading to learn about the top trends shaping the food and beverage market today, what’s driving these shifts, and how to leverage them to capture consumers’ attention—and appetites. 

TL;DR: Top food and beverage trends of 2026

• Nutrient-packed foods and beverages: Consumers are prioritizing their health, choosing foods and drinks that are packed with nutrients that support their mind and body (think: protein, fiber, and probiotics). 
• Global flavors on the rise: Chefs are pushing boundaries, connecting consumers to traditional flavors (e.g., Moroccan spices) in modern ways. They’re also taking flavors to the next level with surprising mashups. 
• Plant-based food goes mainstream: The meat-free market is exploding, powered by health-conscious consumers and animal-welfare advocates. 
• Sustainability through simplicity: Consumers expect transparency when it comes to ingredient sourcing, waste reduction, and eco-friendly packaging. 
• Value meets quality: While some consumers want a better deal on their meals, others say service and experience are now part of the value equation. 
• Non-alcoholic drinks: Health- and wellness-focused consumers continue to drive demand for non-alcoholic drinks. Gen Zers, in particular, want to make healthier drink choices. 
• Technology in the food and beverage industry: AI and automation will reshape operations—offering greater transparency, streamlining supply chains, and improving personalization. 

The drivers behind the shift in the food and beverage market

In 2026, food and beverage consumers are looking for a sensory experience. They want dishes that bring them comfort or spark feelings of nostalgia; meals that are reminiscent of the ones their grandmother used to make or their favorite restaurant as a kid. 

They also want to feed their mind with flavors that transport them to a new time or place. In the current economy, a trip to Japan for omakase, to New Orleans for gumbo, or to the Douro Valley for Port wine might be out of the question. But dining at local restaurants that can deliver those authentic flavors? Now that’s the secret sauce.

And finally, today’s consumers want ingredients that fuel their energy and longevity. They’re prioritizing nutrient-dense foods and non-alcoholic drinks that will sustain their lifestyle today—and their health in the years to come. 

7 key trends shaping the food and beverage market

Shifting food and beverage trends reflect the state of the world today. For example, consumers want meals that offer both comfort and escapism. They want old favorites to mix with new flavors. And they want value—not just in terms of cost, but service and an experience that meets their expectations.  

Understanding and taking action on these trends will help your brand gain a competitive edge. 

Here’s a closer look at the top trends shaping the food and beverage market today: 

1. Consumers prioritize nutrient-packed food and beverages

In 2026, consumers are prioritizing their health. They want food and drinks that are packed with nutrients—like protein and fiber—to support their mind and body. Fermented, gut-friendly food and drinks are also on the rise.

According to our research, 60% of U.S. consumers actively look for food and drink products that support their health when shopping. To take advantage of this trend, brands should introduce new products that incorporate these nutrients.

2. Global flavors are on the rise—and in the mix

Chefs are pushing boundaries, connecting consumers to traditional flavors (e.g., Moroccan spices) in modern ways. Consumers are responding in kind, seeking bold flavor combinations at restaurants and at the grocery store. 

Consumers are also excited about new mashups. In particular, Asian flavors—like gochujang, matcha, miso, and sesame—are having a moment. And you’ll soon see them everywhere, from sauces and marinades to desserts and beyond. 

Brands can take advantage by offering new flavor combinations or partnering with complementary brands for innovative mashups. 

3. Planet-friendly and popular: Plant-based food goes mainstream

Seeing more and more plant-based options on the menu? You’re not alone. Powered by health-conscious consumers and animal-welfare advocates, the meat-free market is exploding. One study projects the plant-based market to surpass $124 billion by 2030. 

Food and beverage brands have a clear imperative to offer simple, clean, plant-based ingredients. Natural foods like beans and lentils, as well as functional beverages like pea protein drinks, will win customers over. 

4. Consumers pull back the curtain on sustainable practices 

In 2026, consumers expect brands to walk the walk when it comes to sustainability. It’s not enough to say you care about the environment. Consumers now demand transparency when it comes to ingredient sourcing, waste reduction, and eco-friendly packaging. 

Packaging trends show consumers want brands to reduce single-use plastic and adopt eco-friendly alternatives. Consumers also want to know where the ingredients in their food and drinks came from—and if they were ethically sourced. 

When it comes to sustainability, brands should lean into eco-friendly business practices—and then communicate what they’re doing in order to attract and retain customers. 

5. Consumers want more from their (value) meals

Dining out continues to get more and more expensive. And while some consumers want a better deal on their meals, others say service quality and the dining experience are now part of the value equation. 

What can brands do to deliver? It starts with knowing your customer base. Cost-conscious consumers want value from their meals; offering a meal deal might be the right approach for your brand. But value isn’t all about cost: diners also want to feel like the holistic dining experience (service, ambiance, personalization, and so on) meets their expectations. In other words, make every customer—new and returning—feel like a VIP. 

6. Non-alcoholic drinks are on tap—and in demand

Whether they’re heading out for date night or relaxing at home, health- and wellness-focused consumers continue to drive demand for non-alcoholic drinks. Gen Zers, in particular, want to make healthier drink choices. According to Attest research, more than half (55%) of Gen Zers “often” or “sometimes” choose non-alcoholic drink options. 

To meet this demand, mocktails, functional beverages (such as energy drinks), and non-alcoholic beers are all great options to have on the menu. 

7. Technology continues to reshape the food and beverage industry

The food and beverage industry is poised for an AI-powered glow up. As brands adopt AI and automation, they’ll be able to not only meet consumers’ demand for transparency (think: greater visibility into your supply chain), but also deliver the personalized experiences that customers value. 

How food and beverage brands can leverage these trends

Capitalizing on these trends can help brands differentiate themselves in the market. Brands that continue to innovate not only keep current customers interested, but attract new ones, as well. 

Here are a few ways to take advantage of these trends:  

• Incorporate trending flavors into your products: Try introducing new flavor mashups or partnering with complementary brands to fuse your products. 
• Invest in sustainable packaging and ingredients: Showcase your support for the environment (and local businesses) by saying goodbye to single-use plastic and sourcing local ingredients. 
• Mix up your menu to cater to evolving preferences: Keep your customers coming back for more (and telling their friends about you) with trending flavor combinations. 
• Highlight value while showcasing quality cues: Here’s where you can let your customers do the talking. Use storytelling (e.g., testimonials, short video clips) to demonstrate their exceptional experiences. 

Turning trends into customer-validated ideas

Consumer interest in food and beverages is always evolving. Today’s Dubai chocolate might be tomorrow’s miso ice cream. The key is to spot trends early so you can take advantage of new opportunities to wow customers. 

However, keep in mind that not every trend will work for your business. Doing one or two things well is better—and will come across as more authentic to your customers, too. 

And we’re here to help. At Attest, we empower food and beverage brands like yours to get ahead of the curve. With access to insights from over 150+ million consumers across 59 countries, you can identify emerging trends and test your ideas with confidence.