As inflation continues to affect household budgets and public trust in institutions falters, Attest’s 2026 Consumer trends reports reveal a growing appetite for change among grocery shoppers.

This year, we explored trust as the central theme in consumer decision-making – and nowhere is that trust more precarious, or more vital to success, than in the food and drink sector. While F&B remains one of the most trusted industries overall, the data shows that even small breaches of confidence can lead to lasting damage. However, it also points to clear commercial opportunities for brands willing to respond to new expectations.

UK insights

Opportunity 1. Non-UPF foods

UK shoppers are becoming increasingly aware of – and concerned about – ultra-processed foods (UPFs). So much so, that 88% are in favour of regulatory intervention, supporting measures such as restrictions on advertising, store placement and promotions, and even cigarette-style health advisories.

This is a warning call for brands – now is the time to act voluntarily rather than wait for legal imperatives that force your hand. With 55% of consumers calling for a labelling system on UPFs, and 46% saying they’ll be looking for brands that are transparent about their ingredients in 2026, there’s big demand for cleaner and more honest products.

Brands that reformulate to make products healthier and communicate their credentials clearly on-pack will earn trust with consumers – and win new customers, especially if they do it before their competitors.

Opportunity 2. Ingredients for home cooking

The rise in scratch cooking is one of the clearest lifestyle shifts in 2026. Nearly 60% of UK consumers say they plan to cook more meals at home this year, driven by a desire for greater control over what goes into their bodies. For food and drink brands, this opens the door to product formats and messaging that support this behaviour.

It’s not just about fresh produce and pantry staples; beyond the basics, there remains significant scope for innovation in ingredients. As long as such products remain UPF-free, thoughtful combinations and preparations can offer consumers convenience around home meal prep.

The scratch cooking trend also reveals opportunities for brand and marketing strategy. Brands can position themselves as enablers of healthier, more independent lifestyles, while providing recipe inspiration, batch cooking tips, and meal-planning ideas.

Opportunity 3. Smaller portion sizes

In the West, food waste continues to be a big problem – and it’s one that UK consumers believe brands should be doing more to tackle. Nearly 8 in 19 say companies bear equal or primary responsibility for reducing food waste. One way for brands to do it, which has strong support from shoppers, is reducing portion sizes.

Smaller portion sizes – whether individual packs, resealable formats, or split-serve options – offer value, convenience, and control. But they also signal that a brand is in tune with real-life behaviour. The key is fair pricing: consumers will embrace smaller packs if they feel the value stacks up (but if it smells like shrinkflation, consumers will be quick to call it out).

There’s also an inclusivity angle here: catering to smaller appetites isn’t just about dieting, it’s about recognising different lifestyles, health goals and household sizes. Many are eating less due to using GLP-1 weight-loss drugs, and – as a trend that’s starting to reach the mainstream – it makes commercial sense to cater to it.

Opportunity 4. Products with a longer shelf life

Reducing food waste isn’t only about smaller packs – it’s also about longer-lasting ones. With household budgets stretched and consumers aiming to buy less, less often, products that stay fresh longer are set to win in 2026.

From resealable packaging to ambient-friendly innovation, there’s scope to create or reposition existing products around durability. Brands that can extend shelf life without compromising on quality or nutrition (or resorting to using lab-created ingredients), will meet a growing need for less wasteful, more resilient grocery shopping.

There’s also a commercial upside: longer-lasting products reduce the risk of spoilage and returns, make bulk purchases more attractive, and keep brands in cupboards longer. If you can help people waste less and feel smarter about their choices, you’re not just solving a consumer problem – you’re earning lasting loyalty.

US insights

Opportunity 1. Cleaner foods

American shoppers are increasingly mindful of what goes into their food — and ultra-processed foods (UPFs) are under growing scrutiny. Nearly 40% say they’ll actively try to avoid UPFs in 2026, while 34% plan to prioritise ingredient transparency when shopping.

Regulatory momentum is building too: 79% of consumers support at least one form of action on UPFs, including restrictions on advertising and even cigarette-style health warnings. More than 4 in 10 consumers are calling for a clear labelling system due to confusion around ingredients.

For brands, this is a moment to lead rather than follow. Reformulating now, and highlighting clear, honest ingredient lists on-pack, isn’t just good practice; it’s an opportunity to stand out. Consumers want food that feels cleaner and more real, and they’re rewarding the brands that deliver.

Opportunity 2. Ingredients for scratch cooking

Cooking from scratch is firmly back on the rise in the US. This year, 40% of consumers say they plan to cook more meals at home – driven by a mix of health goals, cost control, and a desire to know exactly what they’re eating.

For brands, this opens the door to ingredient-led product innovation. Versatile, simple products that support quick and healthy home cooking – crucially those without UPFs — are likely to resonate. Think clean-label sauces, spice blends, or DIY kits that still give the home cook control.

This trend also lends itself to smarter marketing. Brands that show up not just in the cupboard, but in the kitchen – with recipe content, meal prep tips, and tools that empower people to cook with confidence – can play a long-term role in consumers’ food routines.

Opportunity 3. Reduced portion sizes

In the US, reducing food waste is becoming a shared responsibility — and consumers believe brands have a role to play. More than 7 in 10 say companies should help tackle food waste, and one clear route is through smaller, more manageable portions.

Portion control isn’t just about sustainability; it also aligns with changing consumption patterns. The rising use of GLP-1 weight-loss medications is influencing how much people eat, and brands that offer right-sized formats are tapping into both health and behavioral shifts.

From single-serve packs to resealable formats, consumers welcome portion flexibility – as long as it feels fair. If smaller sizes are well-priced and transparently positioned, they signal thoughtfulness. If not, they risk being lumped in with shrinkflation tactics that damage trust.

Opportunity 4. Longer life products

For US shoppers looking to reduce waste and stretch their grocery budget, long-lasting products are increasingly appealing. In 2026, durability is as much a value proposition as price.

This creates opportunities for innovation around shelf life, whether through packaging improvements, preservation methods, or ambient-friendly formats that don’t rely on excessive processing. Importantly, consumers want longevity without sacrificing quality, taste, or nutritional integrity.

There’s also a commercial advantage: longer shelf life means lower spoilage, greater appeal for bulk buying, and longer brand visibility in the home. Products that reduce waste and extend utility signal a brand that’s tuned into real-world constraints – and that earns trust in return.