In January 2025, the WholeFoods Magazine team compiled a round up of topics that experts said would see the most traction in 2025. With such an overwhelming response to our guide, we decided to assemble an updated version of the trends that are predicted to garner the most attention from consumers and insiders alike over the next 12 months. In addition to this latest report, we offer 2026 outlook coverage in our Natural Grocers Publishes 10th Annual Trends Report, 2026 Challenges & Opportunities and Looking Back, and Forward: 2025 – 2026 feature stories from our January/February 2026 issue which also includes SPINS’ Senior Market Insights Data Analyst and trade show insider, Scott Dicker, reporting on Shaping the Shelf: The Trends Defining CPG in 2026: “With consumer priorities evolving, the food, beverage, and wellness industries face shifting expectations around how people shop, eat, and support their health. Read his outlook here. And read on for 20+ trends to keep an eye on in 2026.
Functional Ingredients
Focus on Supplement Format and Flavor
Kerry’s 2026 Supplement Taste Charts will help guide brands looking for the “Now, New & Next” of flavor and formatting. “Today’s consumers expect supplements to work hard for them, delivering proven benefits, great taste, and everyday convenience,” shared Loretta Kelly, Global Head of Marketing, Proactive Health. “Our focus is helping brands meet these rising expectations with science-led taste solutions and formats that seamlessly support modern, on-the-go lifestyles. Whether it is masking the bitterness of a botanical or creating a nostalgic gummy that builds a daily habit, our 2026 Supplements Taste Charts provide the roadmap to innovation that consumers will crave.” Key insights from the 2026 Supplement Taste Charts include:
The Great Format Shift: Beyond the Pill
The era of “medicine-first” supplements is rapidly giving way to formats designed for habit formation and co nsumer enjoyment. As the category expands beyond clinical correction into proactive health maintenance, taste and palatability have become central to functionality—not secondary considerations.
- A decisive move beyond pills: Gummies, chews, powders and stick packs now account for over 60% of global supplement sales, with gummies alone holding a 23.4% share, driven by ease, familiarity and sensory appeal.
- Convenience equals compliance: FMCG Gurus research shows 41% of supplement consumers now cite ease of use as a key purchase driver—nearly matching the 53% who prioritise scientific evidence.
Global Flavor Trends: From Simplicity to Treatification
The 2026 Supplements Taste Charts reveal that while Orange, Strawberry, and Berry remain the dominant global baselines, the future is defined by specific regional nuances and cross-pollination.
- The rise of super-citrus: While Lemon and Orange are staples, regions are trading up for more complex citrus profiles. Yuzu is a key ‘Future Flavor’ across Australia/NZ, Southeast Asia, Southwest Asia, and North Asia, signaling a shift toward premium, aromatic citrus. Blood Orange and Pink Lemonade are also high-growth trending profiles in Europe and ANZ.
- Botanicals & tea inspiration: As consumers seek grown-up complexity, botanical and tea profiles are surging. Oolong Tea and Jasmine are emerging in China, while Matcha is gaining ground in Latin America and ANZ as a sophisticated functional flavor.
- The treatification of wellness: Brands are blurring the line between supplement and snack with dessert and beverage-inspired profiles. North America is embracing nostalgia with Cinnamon Bun and Fruity Popsicle, while Europe and the Middle East are moving toward beverage cues like Mojito and Cola. Southwest Asia is innovating with culturally specific treats like Indian Kulfi.
- Next-gen fruits: Guava appears as a top ‘Future Flavor’ in almost every region, including Europe, North America, Southeast Asia, and the Middle East, positioning it as the next global breakout star for 2026.
In-Depth Look at Flavor for Food & Bev
Kerry Group also shared its comprehensive guide of the flavor profiles that will lead the way for innovation in food and beverage in 2026. The report tracks flavor life cycles cross three distinct stages: What’s Now (Mainstream adoption), What’s New (Growing popularity), and What’s Next (Emerging innovation) and analyzes data across 13 global regions, providing specific insights for markets including North America, Europe, Latin America, and Asia-Pacific, Middle East & Africa. For the first time, the 2026 Global Taste Charts: Defining the Future of Flavor with Data-Rich Insights report is powered by the user-friendly, end-to-end digital platform, KerryNow, allowing customers to instantly order samples of trending flavors with the touch of a button. Featured flavors in the 2026 report include:
- The Dragon Fruit Phenomenon: Traditionally rooted in Asian markets, Dragon Fruit has transcended its regional origins to become a breakout global flavor. With a 17% CAGR in new product launches projected through 2025, it is reshaping refreshment categories across Europe and the Americas. While over half of all launches remain in refreshing beverages, thanks to its mild, subtly sweet profile, the flavor is making waves in confectionary and alcoholic formats, with consumer interest surging during summer months.
- Botanicals & Florals: As consumers gravitate towards complex, aromatic profiles, Orange Blossom and Hibiscus are forecasted as key ‘Future Flavors’ in the US and APAC beverage sectors, offering sophisticated, low-sugar alternatives. Meanwhile, Finger Lime is exploding in popularity across Europe for its unique textural pop and tart profile.
- Global Cross-Pollination: The charts reveal a rapid exchange of flavors across cultures. Korean Bulgogi and Gochujang are surging. In the USA, Gochujang launches have grown 120% over the past 12 months, while Bulgogi has leapt from an emerging flavor in 2025 to become the #4 fastest-growing flavor in the 2026 Meat & Meals chart, with similar developments unfolding in European markets. Meanwhile, Sichuan Peppercorns are moving beyond niche Asian aisles to influence mainstream condiments across Europe. Mexican Birria and Chile Chiltepín are transcending borders to influence savoury snacks and meals globally. Simultaneously, the “Swicy” (Sweet + Spicy) trend is evolving, with Hot Honey and Spicy Mango driving double-digit growth in bakery and confectionery products.
- Elevated Staples Beyond Cheddar: Consumers are redefining comfort by trading standard options for premium, texture-rich varieties. The charts map the evolution of 31 specific cheese varieties, revealing a shift toward heritage-rich profiles. Manchego and Pecorino are driving premiumisation in European savory snacks, while versatile, texture-rich options are gaining share in North America – responding directly to the 68% of consumers who say cheese flavors bring a level of comfort with excitement to savory snacks.
“The food and beverage landscape is evolving at a breathtaking pace, and manufacturers are under more pressure than ever to meet the changing needs of today’s consumers,” shared Leigh-Anne Vaughan, VP of Product Technologies, Kerry. “Brands cannot afford to simply react; they must anticipate and innovate at pace. We challenged ourselves this year to truly walk in the shoes of our customers, designing the new Taste Charts digital platform, powered by KerryNow, to allow them to unlock smarter, faster and more radical innovation. We want manufacturers to feel empowered and confident that their flavor decisions will engage target consumers. By making product information and samples available instantly, we are not just providing a roadmap for innovation—we are providing the fuel to get there faster.”
Spotlight on Nutrition Goals
The sixth annual trends report from FrieslandCampina Ingredients points to a year of increased accessibility in nutrition and overall health. With assistance from the latest technology (AI, social media, wearable health tech, etc.), the rate at which consumers are accessing new ingredients to help benefit their nutrition goals has increased rapidly. With that in mind, these are the five key trends that will shape the nutrition space in 2026:
- The year of accessible nutrition: “2026 marks a turning point for the nutrition landscape, ushering in a new era of more accessible health. Technology and knowledge-sharing are breaking down barriers, sparking the rise of personalized, accessible nutrition for all,” shared Floor van de Horst, Global Marketing Director, Performance and Active Nutrition. “Supported by AI and social media, consumers can discover and shop tailored nutrition solutions more easily than ever. But with greater accessibility comes greater expectations – 2026’s most successful brands will combine science, technology, and innovation to deliver trusted, effective components of consumers’ everyday wellness routines.”
- Protein and its new crew: The protein sector will continue expanding – with novel treats, ready meals and drinks taking up increasing shelf space. But in 2026, protein fortification is just the baseline. Brands will need to go beyond fortifying with just protein alone to stand out especially with 50% of Gen Z and Millennial consumers already seeking functional foods enriched with more than just protein. They also want fiber and other ingredients for gut health benefits.
- Cravings under control: GLP-1s are continuing to reshape the health and nutrition market – unlocking new innovation opportunities for companion products. From craving-curbing snacks to nutritional support solutions, GLP-1 users want convenient products that support their weight management journey and deliver essential nutrients in on-the-go formats.
- Nutrition that evolves with you: Consumers are shifting focus from simply living longer, lifespan, to living longer and healthier, healthspan. That mindset shift stems from the understanding that long-term wellness lies in creating healthy everyday habits. 2026 is all about small, sustainable nutrition choices rather than radical diet changes, with convenient, functional products – such as fortified, nutrient-rich yoghurts – fitting seamlessly into daily routines.
- The fiber frontier: Fiber is stepping outside of the cereal aisles and making its way into other product segments. In 2026, consumers will be looking to ‘fiber-maxx’ – meet or exceed their daily fiber goals – with multifunctional products in fun formats. With 20% of consumers aiming to increase their fiber intake, the fiber frenzy presents a significant opportunity for nutrition brands.
- Soft drinks, hard benefits: The functional drinks segment is poised for a surge of innovation in 2026 due to the evolution of hydration as a basic necessity to a wellness opportunity. Benefits like enhanced focus, digestive support and immunity boosts are set to transform the category, fueling the global functional drinks market’s projected 8.9% CAGR for 2025-2030.
“As scientific understanding, regulation and consumer priorities continue to evolve, navigating the nutrition world has never been more complex,” says Floor van de Horst. “With our 2026 nutrition trends magazine, we’re aiming to help nutrition brands stay ahead in a dynamic landscape. By combining science-led insights and market analysis, our specialists support brands in translating emerging trends into meaningful innovation – backed by unparalleled application expertise – to help consumers get the most out of life.” Get an in depth look at the 2026 Nutritional Trends issue here.
Update on Organic
Ciranda‘s Ingredient Index: Market Insights—Q1 2026 offers a look at key influencers impacting the availability of organic ingredients. This latest version of the report highlights:
- Global market overview highlighting market conditions
- Climate and supply insights across sourcing regions
- Ingredient outlooks across key categories: Tapioca, Cocoa, and Coconut
- Ingredient spotlights with technical and educational insights
A full version of the report is available for download here
Private Label
WholeFoods Magazine’s 2026 Contract Manufacturing & Private Label Trend Report touched on the potential back-to-back record years (2024 & 2025) for private label sales. Whether 2026 will continue the sector’s historic run remains to be seen, however, with 2025 now officially in the rearview, the Private Label Manufacturers Association (PLMA) shared its PLMA Circana Unify+ year-end sales figures data. In it, we see:
- U.S. sales of store brands increased slightly more than $9 billion to a record $282.8 billion in all outlets last year compared to 2024.
- Store brand dollar sales increased nearly three times the rate of national brands, climbing 3.3%, compared to a gain of only 1.2% for their national brand counterparts for the 52 weeks ending December 28, 2025.
- Store brand unit volume was up by 434.3 million to 68.7 billion, also setting a new record. This represents a 0.6% rise, while national brands declined by -0.6%.
- In store brand unit sales gains, the best performing department for 2025 was Pet Care, up 5.4%, followed by Liquor +4.4%; Beverages, +2.3%; Frozen, +0.9%; Refrigerated, + 0.7% and General Food, +0.2%.
- In dollar sales, seven departments finished ahead of the prior year. The Refrigerated department expanded the most, gaining 6.1% in store brand revenue, followed by Beverages, +4.8%; Pet Care, +3.7%; Beauty, +2.8%; Frozen, +2.4%; General Food, +1.6% and General Merchandise, +0.9%.
- Annual dollar sales of store brands increased $64.8 billion, or plus 30%, over the past five years – from 2021 to 2025 – and dollar share rose from 19.1% to 21.3%. Annual unit sales of store brands advanced 2.7 billion, or plus 4%, and unit share improved from 21.6% to a record 23.5% during the period.
UNFI reported in January, which is Store Brands Month, that more than one third of shoppers now say they are shifting to private label as a way to stretch their dollars. UNFI’s Brands+ private brand portfolio, which includes eight core brands and more than 4,400 SKUs focused on quality and taste, is launching nearly 50 new products at the UNFI Spring and Summer Selling Shows in Long Beach and Orlando. The company shared how UNFI Brands+ can help retailers capitalize on key trends shaping 2026, including:
- Embracing the snacking moment with trail mixes, snack packs, frozen treats and fruit bites.
- Meeting consumers wellness preferences, from plant-based beverages to simple products that help reduce sugar, increase protein intake, and support healthy eating, paired with clear, honest packaging.
Kids’ Wellness
With many companies still reacting and adjusting to the new U.S. Dietary Guidelines, one of the market segments most effected by the new standards will be the children’s nutrition market. Brands like Kidfresh are spearheading movements towards cleaner label, enhanced nutrition options for kids, and more changes on the way. “Parents continue to demand foods that strike the balance between nutrition, value, and kid-approved taste. In 2026, we expect major shifts across the frozen aisle and kids’ meal market as families seek smarter, simpler solutions,” shared Michael Allen, CEO of Kidfresh. The company’s Top 7 Kids’ Food & Nutrition Trends for 2026:
- Big Food Shake-Ups & Industry Consolidation: “As major food companies restructure and consolidate, opportunities are opening for nimble, emerging brands to respond quickly to what families actually want—more nutritious, appealing, and convenient options for kids.”
- Inflation & the Frozen Advantage: “Inflation continues to reshape family shopping habits. Frozen foods are becoming a value-smart choice because they deliver consistent nutrition economically, with far less waste than fresh or restaurant options.”
- Cleaner Labels & Reduced Ultra-Processing: “Parents are rejecting the mystery around some processed foods. They want shorter ingredient lists, transparency in sourcing, and foods that feel straightforward and trustworthy.”
- Upgraded Kid Classics: “Kids’ favorites aren’t disappearing, but parents expect improved versions: more vegetables, higher-quality proteins, and less added sugar or sodium—without sacrificing the flavors children love.”
- Hidden Veggies, Visible Impact: “Parents love when vegetables are integrated naturally into meals kids actually enjoy. The goal isn’t to hide nutrition; it’s to make it delicious and a seamless part of the eating experience.”
- Protein Remains A Priority: “Protein is critical for growth and muscle development in children, and its importance spans all ages. From animal-based sources like chicken, beef, and fish to plant-based proteins, parents are looking for foods that are both nutritious and satisfying.”
- Portion Size & Finger-Friendly Foods: “Portion size matters, especially for kids ages 2–10. Children often prefer smaller, easy-to-handle foods they can interact with themselves—think mini chicken meatballs or bite-sized mac and cheese. These fun-sized portions are becoming a year-round approach to make nutrition more enjoyable and appropriately filling.”
Beverage
With functional beverages continuing to rise in popularity, consumers have begun focusing on offerings that best support balance, ingredient clarity, and lifestyle integration. To keep pace with demand, beverage brand Mitra9 released its list of the Functional Botanical Trends to watch in 2026.
- Calm and Daily Balance: More consumers are shifting from “occasion-based” drinks towards beverages that fit into their daily routines. From morning resets, to afternoon breaks, and wind-down routines, consumers want options that provide steady daily balance, support calm and relaxation.
- Attention and Mental Engagement: People want alternatives to high-caffeine and overstimulating products. This is creating a lane for focus-forward functional beverages emphasizing moderate, consistent effects.
- Post-Activity and Lifestyle Support: Functional beverages that can assist with recovery or everyday movement are also picking up momentum.
- Intentional Formulation and Standardized Ingredients: Consumers and regulators are prioritizing consistency. Standardized, traceable ingredients and transparent formulation practices are becoming priorities. Naturally occurring compounds like mitragynine illustrate how brands are moving toward predictable, reliable, and science-backed experiences.
- Education and Consumer Understanding: Consumers want clarity—what ingredients do, how they work, and how they integrate into lifestyle routines. Brands that lead with straight-forward education will stand out.
- Lifestyle Integration and Mainstream Appeal: Companies should create products that can be enjoyed across several social settings. Consumers will gravitate towards functional beverages that can be enjoyed in social gatherings, become a part of their daily rituals, and be consumed during culturally relevant moments.
- Leadership Perspective: Dallas Vasquez, Co-Founder and CEO of Mitra9, explained how changes in consumer perception have led to companies within the market segment to lean towards adopting functional botanicals. “Looking ahead to 2026, the focus is on integrating functional botanicals into everyday life in ways that feel natural, balanced, and intentional. As the category becomes more mainstream, we’re seeing a move away from extremes toward consistency, transparency, and education—principles responsible brands have been refining for years.”
- A More Mature Functional Market: The outlined trends show how the category is entering a more grounded, informed, and sustainable era. As consumer understanding grows, brands that deliver reliable, thoughtfully formulated experiences will be best positioned to earn trust and drive lasting growth.
