January 28, 2026

2026 Outlook: 3 Trends Shaping Consumer Food & Beverage Behavior

Trilogy Flavors, Inc.

EVOLVING CONSUMER BEHAVIOR

Innovation in food and beverage moves quickly, and consumers have a plethora of choices to choose from. Consumers’ behavior continually evolves as new lifestyle trends and products launch to meet their needs. Three 2026 trends shaping consumer food and beverage behavior are GLP-1 usage and its impact, economic concerns driving consumers’ interest in value through private label products, and newstalgia, a modern approach to nostalgia for consumers who seek comfort and novelty.

1. GLP-1 USAGE IMPACTS FOOD & BEVERAGE CHOICES

GLP-1 drugs, also known as glucagon-like peptide 1, are a natural gut hormone that helps control blood sugar and appetite¹. The original use was to treat type 2 diabetes. Currently, GLP-1 medications such as Ozempic, Wegovy, and Mounjaro are available, and consumers are using them for weight loss. According to Research and Markets², the global GLP-1 market is estimated to grow from $62.2 billion to $157.5 billion by 2035, at a CAGR of 9.7%. KFF’s data³ revealed that one in eight adults (12%) are currently taking a GLP-1 drug. UBS⁴ predicts that there will be 40 million global GLP-1 users by 2029, with 44% in the U.S. The U.S. News & World Report⁵ interviewed 58 members on its panel, including medical doctors, registered dietitians, and health researchers, and 52% named GLP-1 expansion as the top health and nutrition trend for 2026.

GLP-1s are impacting consumers’ relationships with food, beverages, and shopping behaviors. These drugs are reported to make users feel satiated, suppress hunger cues, rewire cravings, and alter tastes. According to Datassential⁶, GLP-1s are changing purchasing patterns; 39% of consumers on GLP-1 drugs are buying less food overall. Similarly, Numerator and Cornell University found households with a GLP-1 user cut their grocery spending by 6% within six months of use⁷.

The Arkansas Agricultural Experiment Station⁸ conducted a national study of 1,955 consumers divided into four categories: current GLP-1 consumers, previous consumers, potential consumers, and non-consumers. The data indicated that current and past users of GLP-1s reported reduced consumption of most foods and beverages. 70% consume less processed foods, and 50% consume less soda, refined grains, and beef. Additionally, reductions appeared in the consumption of starchy vegetables, pork, alcohol, fruit juice, and dairy milk. An EY-Parthenon survey⁹ found that respondents’ consumption of foods across different snack categories dropped by between 40% and 60%, while their consumption of specialty and health foods climbed by nearly 50%. Proteins increased by 65%, and fruits and vegetables by 80%.

Food and beverage brands are launching new products to cater to GLP-I users, many of which highlight protein and fiber. The latest restaurant trend is offering GLP-1-friendly menus and smaller portion sizes. According to the National Restaurant Association¹⁰, 74% of customers want smaller portions. With this consumer shift in behavior, brands and manufacturers will need to develop food and beverages that address the taste and nutritional needs of GLP-1 users. Trendincite LLC¹¹states, “Innovation will cater to this new audience through product reformulation, new nutritional profiles, and adjusted portion sizes.”

Trilogy Flavors creates craveable flavors for protein-dense, fiber-rich, healthy, and plant-based products that appeal to GLP-1 users and non-users alike. Contact us today to collaborate on your next GLP-1-friendly food or beverage.

2. PRIVATE LABEL THRIVES AS CONSUMERS SEEK VALUE

Economic concerns, continuing inflation, and tightened budgets are driving consumers to be more selective and value-driven in their food and beverage choices. Gopuff’s 2025 Snack’d Report: How Viral Trends Influenced Customer Behavior¹² reports:

Searches for “deals,” “discounts,” and “savings” terms rose by 29% YoY
Searches for these items increased by an average of 40% year-to-date
Searches for “discounts” saw the largest individual increase, rising 51% YoY

In response, consumers are turning to private label brands, which provide both value and quality. According to Mintel¹³, the U.S. private label food and drink market was valued at $141.2 billion in 2024, and sales are expected to increase by 35% to reach $190 billion by 2029. NIQ¹⁴ states, “Store brands are no longer the ‘cheap option.’ They’re often where shoppers see the best value without compromise, giving retailers margin while pressuring national brands to prove they still belong in consumers’ baskets.” For example, the NIQ survey¹⁵ of online consumers in 25 countries agreed that private labels are both good value for the money (69%) and good alternatives to name brands (68%).

Additionally, NIQ’s research¹⁶ found:

Sales of private label products in the U.S. grew 4.1% year over year, reflecting a powerful shift in consumer behavior
75% say private label products offer good value, and 72% view them as strong alternatives to national brands
54% of U.S. consumers say the brand doesn’t matter if the product fits their needs

Similarly, Innova Market Insights data¹⁷ showed:

8% of consumers perceive private label products to be equal to or of better quality than their branded counterparts
64% of Gen Z purchase private label products consistently or frequently
Private label products account for a significant portion of grocery sales; private label products represent almost half of all grocery purchases in the UK and the Netherlands

According to the Private Label Manufacturers Association¹⁸, consumer surveys consistently show that shoppers can save between 25% and 30% by choosing store brand products, without sacrificing quality or performance. As prices rise, shoppers want value, and they are choosing private label for more than savings. Store brands are competitive and deliver quality and innovation that consumers expect, and many now rival or outperform national brands.

Whether you are a private label brand or a national brand, Trilogy has the flavor solutions, applications, lab capabilities, and technical know-how to support your food and beverage formulations. Contact us today to discuss your project needs or request your samples.

3. NEWSTALGIA MARCHES ON

Nostalgia and Newstalgia (a portmanteau of “new” and “nostalgia”) are not new. They have been trending for the last two decades in lifestyle choices, such as fashion, design, pop culture, and food and beverage. However, consumers can’t get enough. Pinterest Predicts 2026¹⁹ found that comfort has become the main emotional anchor for consumers, with 55% of respondents worldwide prioritizing well-being in their lives. “This translates into a search for refuge, with nostalgia serving as a way to reconnect with oneself.” The report notes that nostalgia has intensified in recent years and is now evolving into a process of “reappropriation,” blending elements of the past with the present. For example, 49% of consumers report cooking or consuming traditional comfort foods. Interestingly, Throwback Kid²⁰ is one of the 21 trends named in 2026, and searches for “nostalgia toys” increased 225%. It’s no surprise that McDonald’s 2026 collectible toy line-up focuses heavily on nostalgia-driven collaborations²¹.

Consumers crave comfort from nostalgic flavors and novelty from contemporary twists. Nostalgia resonates differently across generations depending on their age and cultural background. “Food is a people connector, and the newstalgia trend is about the enjoyment of connecting to a piece of yourself from the past or evoking an experience or emotion,” states Chef Chris Aquilino. Innova’s research²² found that 44% of U.S. and Canadian consumers say their food and beverage choices are influenced most by traditional and nostalgic flavors. 210 Analytics research²³ revealed that “Comfort foods are a universal win,” with 53% of Americans very interested in recipes for comfort meals, and an additional 43% somewhat interested. Moreover, regardless of age, income, region, or other variables, those numbers held steady across all demographics. Gen Z and Millennials have a 20% higher interest in newstalgia compared to Boomers.

According to Mintel’s Throwback Nostalgia research²⁴:

76% of UK consumers are attracted to sweets that remind them of their childhood
2 out of 5 German consumers are interested in flavors that remind them of their childhood
Three-quarters of Canadian confectionery consumers prefer chocolate and candy brands they grew up with
More than four-fifths of Indian consumers say they enjoy things that remind them of their past²⁵

Mintel’s 2026 Global Food & Drink Predictions²⁶ called out Retro Rejuvenation as a trend to watch. “The trend goes beyond nostalgia for its own sake and highlights how heritage ingredients and traditional techniques are being reinterpreted for modern consumers.” KitchenHub²⁷ identified Newstalgia: Retro, But Make It Weird as a 2026 trend. It is described as “The comfort foods of childhood, but with a twist: bright colors, upgraded textures, unexpected mashups, or global accents. Diners want comfort, but not predictability. They want the joy of the familiar with the thrill of the unexpected. It’s both emotional and experimental, and it sits neatly within broader bold and playful flavors for restaurant menus.”

Newstalgia is a modernized form of nostalgia, blending familiar comfort with new experiences, such as complex, layered flavors, new textures, and unexpected formats. Unlock Trilogy’s portfolio of classic and contemporary flavors crafted for diverse food and beverage applications. Get comfortable. Contact us today to kick off your next project.

2026 OUTLOOK

Health and wellness remain a constant consumer priority, with behaviors evolving to support both physical and mental well-being. GLP-1 adoption, value-driven private label growth, and the rise of newstalgia are three trends poised to shape the consumer landscape in 2026.

Trilogy blends science, creativity, and sustainability to meet today’s market demands and evolving consumer needs. Contact us today to turn trends into delicious tasting products.

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About Taste of Trilogy
Customer taste preferences are continually evolving. Back your next product launch with supporting data and consumer studies to meet the customers’ growing demand for flavorful food and beverages. Sign up to receive market insights directly in your inbox.
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