What’s Next in Food and Nutrition: Your Guide to 2026’s Biggest Opportunities
Many food trends come and go faster than a viral recipe disappears from your feed. But if you look beyond the latest craze of the moment, you just might find something valuable: insights into the larger shifts in how people think about, buy and consume food.
For food marketers, these nuggets are pure gold. Whether you’re championing the benefits of a food commodity or launching an innovative product, recognizing how consumer behaviors and attitudes are evolving is fundamental to creating integrated marketing plans that resonate with audiences who are increasingly knowledgeable about nutrition. And these audiences demand authenticity and products that align with their values.
That’s why monitoring trends matters. At Wild Hive, we stay immersed in this space so we can help food brands and commodity boards separate the fast-changing fads from patterns that signal real opportunities when your products naturally align with consumer interests.
From the FNCE Expo floor to the product innovations displayed at the IFPA Global Produce and Floral Show, we’re continuously monitoring where consumer expectations are headed. Through our networks with culinary professionals, brand marketers, dietitians and nutrition professionals and ongoing consumer research, we’ve identified areas where consumer habits and behavior reveal new opportunities ahead.
Below, we’ve cut through the noise to identify trends shaping the food and nutrition landscape. Here’s what you need to know about the shifts that will impact your marketing strategy in 2026.
The Biggest Question: What’s the Next Dubai Chocolate?
Consider Dubai chocolate’s trajectory. Out of nowhere, the pistachio-kunefe combination blew up, expanding from artisan chocolatiers to dollar stores within months. That’s not random — it’s a pattern worth understanding.
The chocolate’s differentiating ingredient is a creamy mix of pistachio and kunefe (shredded phyllo pastry). First created by a Dubai chocolatier, the combination went viral, spurring opportunities for brands able to offer similar experiences. Major players like Lindt developed their own versions. Premium chocolate makers in cities like San Francisco added it to their lineups with an accompanying boutique price tag. Young people saw it on TikTok and begged their parents to buy it. Costco started carrying it.
When a trend reaches a level of ubiquity where it’s simultaneously available at the finest chocolatiers and the most accessible retailers, it’s reached a critical mass. But something is always coming next.
As part of our ongoing consumer and market research, we see this pattern repeat across categories. Cottage cheese was transformed from nostalgic fitness staple to a must-have ingredient as a result of creative influencers. Dietitians and content creators reimagined it as high-protein “ice cream,” as a substitute for avocado toast and in countless other applications that met consumers where their interests already lived.
The next potential contender? Angel hair chocolate. If you can get past its appearance, this cotton candy-textured, prickly confection is already gaining momentum on TikTok. Its appeal is even more visual than the pistachio-green of Dubai chocolate, which drives shareability. The question is whether the novelty of its look is captivating enough to break out and achieve mass appeal.
What this means for your brand: You have roughly a six-month window to capitalize on emerging flavors. Monitor platforms beyond your specific category because inspiration and opportunity emerge in unexpected places.
The strategic questions you should be asking:
- How can your product authentically participate in the next flavor innovation?
- What unexpected applications could attract consumers seeking novel experiences?
- Are you monitoring the social platforms where your next opportunity is emerging?
The Evolution of Sweet Heat: From Cultural Flavor to Mainstream Mastery
Mike’s Hot Honey deserves some credit here. In 2025, their brand seemed to be everywhere, and the sweet heat trend shows no signs of cooling off. But this isn’t really a trend at all — it’s the mainstreaming of cultural flavors that have existed for centuries.
Take chamoy. It started with roots in the Philippines, made from dried fruits seasoned with salt and sugar. Mexican cuisine adapted it by adding chiles, tamarind and vinegar, creating a complex sweet-sour-spicy-salty profile beloved for generations. For decades, chamoy was only available in ethnic markets. Today, you can find Kettle Chips and Gusher gummies in chamoy flavors at retailers like Five Below.
The mango-chili combination at chamoy’s heart makes particular sense when you consider that mango is the number one fruit in the world. This isn’t a niche flavor — it’s a fixture of the global palate that American consumers are finally beginning to adopt.
Mike’s Hot Honey achieved ubiquity through strategic foodservice investment. They worked with chains like Papa John’s to create branded menu items, elevating the ingredient to a branded flavor experience. This follows the pattern of Frank’s Red Hot and Grillo’s pickles — brands that became ubiquitous through smart partnerships and consistent presence.
The broader pattern here is that cultural flavors once relegated to small ethnic markets are now commanding mainstream shelf space. Taiwanese street-food flavored chips appearing in Midwest Costco stores, which signals how dramatically American palates have evolved. Consumer diversity and cultural curiosity are driving acceptance, but educated consumers can spot inauthentic adaptations. They want the real story behind the flavors.
Shifting tastes: Tinned fish goes mainstream
Colorful brands like Fishwife have moved from niche to widespread popularity, expanding consumer palates into diverse flavor profiles with premium positioning. A longtime fixture abroad, tinned fish is catching on in the U.S. by expanding its marketing reach to recipe sites and influencers developing entertaining ideas. The protein movement may also be playing a role as tinned fish proves to be convenient, shelf-stable and nutrient-dense.
Strategic opportunities for your brand: Partner with cultural experts to ensure an authentic, nuanced execution of updated flavor profiles. Don’t dilute how an ingredient tastes to meet some imagined mainstream standard.
Instead, tell the origin story of these flavors and build a connection with consumers who value cultural appreciation over appropriation. Consider foodservice partnerships to build brand recognition before expanding into retail spaces.
Fiber’s Quiet Revolution: Challenging Protein’s Dominance
The 2025 FNCE Expo offered ample testimony to the ongoing surge of development in protein products in CPGs. High-protein yogurt. Protein-fortified snacks. Protein, protein, protein. But if you key into the conversation among dietitians, you’ll discover a different matter: Americans are easily reaching their requirements for protein intake. But they’re missing fiber by a mile.
Most Americans fall short of the recommended 25 to 30 grams of fiber daily. Meanwhile, the conversations in our networks of dietitians and nutrition professionals often center on whether protein has reached saturation. Are we adding it to foods that already contain enough protein? Are we creating texture problems by fortifying products with pea protein and other supplements that make food grainy and less enjoyable?
Fiber had a moment in the early 2000s with cereals like Fiber One and similar products. But that push targeted older demographics and positioned fiber as a digestive remedy rather than an essential daily nutrient. The messaging felt more remedial than foundational.
Now there’s a new opportunity. Growing media attention from registered dietitians and medical doctors is positioning fiber differently. The term “fibermaxxxing” is emerging on social platforms, framing the ingredient as essential and aspirational. Gen Z and Millennials, already receptive to evidence-based nutrition messaging, are paying attention.
The reality is that getting adequate fiber doesn’t require a dramatic overhaul of anyone’s diet. A medium potato with the skin on provides about 2 grams. Whole grains, legumes and vegetables all contribute. These dietary additions add up without requiring anyone the need for any additional medical intervention.
For commodity boards, this presents a significant opportunity for education about the value of small additions throughout the day. Many whole foods naturally contain fiber that deserves highlighting. If you’ve been chasing protein positioning, you might be overlooking the nutrient your product already delivers that consumers truly need.
The strategic advantage: Position around both protein and fiber for optimal messaging. Educate consumers about realistic, achievable fiber goals and help them understand where fiber naturally occurs in your product. Authenticity wins here — naturally occurring nutrients will resonate more than added supplements with educated consumers who increasingly seek “real food” solutions.
Does your product contain fiber that deserves the spotlight? Can you educate consumers about how your commodity fits into that daily target of 25 to 30 grams? That’s the conversation worth having in 2026.
GLP-1 Era: Nutrient Density Replaces Portion Size
When Costco starts carrying GLP-1 medications, you know something fundamental has shifted. These appetite-suppressing drugs moved from clinical use to mainstream adoption faster than most predicted. Every fifth ad seems to promote a GLP-1, and non-injectable versions are further removing major barriers to entry for the curious. This isn’t a temporary phenomenon — it’s a foundational shift that’s reshaping food consumption patterns.
The effect is dramatic. People on these medications aren’t just eating less. They’re eating substantially less, which creates both challenge and opportunity.
CPG brands are responding with smaller, smarter servings. At the IFPA Global Produce and Floral Show, innovative snack packs combined fresh fruits and vegetables with protein sources like cheese, meats and hummus, plus other trending ingredients. Snack bars are shrinking in size while maintaining the same nutrient density. Single-serving formats are being reimagined for consumers with reduced capacity. Some brands are marketing directly to GLP-1 users with messaging like “designed for your needs.”
Restaurants are also adapting. Appetizer menus are evolving into small-plate entrées, acknowledging that many diners want full meal experiences in smaller portions. This represents a complete reversal from the “more is more” era of supersized portions.
There’s also a microdosing trend emerging. Some consumers are taking smaller amounts of GLP-1 medications, essentially treating them as meal management tools rather than following prescribed dosages. This creates interesting implications for meal patterns and nutritional gaps. When people skip meals or eat half their previous intake, what they do eat matters significantly more.
The questions your brand needs to answer: How can your product deliver maximum nutrition in minimal volume? Can you position around satisfaction per bite rather than per serving? Are you monitoring the implications of microdosing for changing meal patterns?
The change in portions isn’t just about medication or weight management. As populations age, smaller portions align with changing metabolic needs across demographics. Your positioning needs to reflect this broader shift.
Product Innovations: Where Sustainability Meets Snackability
At the IFPA Global Produce and Floral Show, several trends to watch emerged loud and clear. These aren’t just product innovations — they’re signals of where consumer expectations are headed as we continue to observe shifts in the marketplace.
Sustainable packaging that performs. Eco-friendly materials are proving they can be shelf-stunning without compromising shelf life. Brands are pushing boundaries to show that beautiful and responsible aren’t mutually exclusive. Educated consumers increasingly expect sustainability without sacrifice, and packaging innovation is delivering on both requirements.
Bold branding competing with nature. Vibrant colors and modern typography are having a moment. The challenge is significant: How do you stand out against the inherent beauty of fresh produce? But we’re seeing a branding evolution that moves beyond health food store aesthetics to mainstream appeal. Visual identity is matching product quality and brand values in ways that resonate with consumers across demographics.
Are tomatoes the new apples? Flavor innovations previously reserved for apples are now being applied to tomatoes. New varieties are being developed for every taste, snack and recipe, and these specialty varieties are moving from farmers’ markets to mainstream retail.
Globally inspired salad kits. Packaged greens are moving beyond Caesar and Southwest staples into bold, authentic flavor mashups. For consumers who are creative in the kitchen but realistic about time constraints, these kits deliver both convenience and unexpected, globally inspired taste.
The evolved snack pack. Fresh fruits and vegetables are being combined with trending ingredients to meet diverse dietary preferences and lifestyle needs. These on-the-go formats aren’t afterthoughts — they’re premium positioning opportunities that acknowledge how people actually eat throughout their days.
What these trends signal collectively is that consumer expectations are evolving. Freshness, sustainability and flavor-driven experience aren’t separate desires. They’re simultaneous requirements. Convenience can’t compromise quality, nutrition or environmental responsibility. The brands winning hearts (and purchases) are connecting with consumer values on multiple levels, not just one.
Functional Foods: Gen Z and Millennials Driving Demand
Beyond basic nutrition, consumers increasingly seek foods that offer specific benefits. Brain power. Athletic performance. Gut health. These targeted outcomes drive purchase decisions for an audience motivated to make an impact on their wellness goals.
Gen Z consumers in particular are seeking products that support cognitive function and daily performance, viewing food as a tool for optimization. As Millennials age, they’re also growing more interested in these benefits as preventive nutrition takes priority over reactive health management.
This trend has staying power because evidence-based claims about a product’s health benefits resonate with increasingly educated consumers. Consumers are beginning to understand more about bioactive compounds, probiotics, and adaptogens. They’re viewing food as medicine — a generational shift in health management philosophy.
For your brand, the education imperative here is critical. Functional benefits require credible communication. Science-backed claims build trust with educated consumers who can spot exaggeration or oversimplification. You’re not pushing supplements — you’re highlighting how whole foods deliver functional benefits naturally, meeting consumers’ desire for “real food” solutions.
Turning Insights Into Strategic Advantage
These trends reflect fundamental shifts in how your audience relates to food. The common thread running through all of them is consumers seeking products aligned with health, sustainability, authenticity and convenience. These values aren’t trade-offs anymore — they’re baseline expectations.
The six-month windows to respond to the consumer trends we’re seeing require agility and market awareness. You can’t wait for these phenomena to fully mature before responding. But you also can’t chase every viral moment without strategy. Success lies in authentic participation that capitalizes on your product’s genuine strengths.
Wild Hive monitors the market through industry events like FNCE and IFPA, our networks with culinary professionals, brand marketers, dietitians and nutrition professionals, and through ongoing consumer research. We help commodity boards and CPG brands identify which trends represent genuine opportunities for your products rather than distractions from your positioning.
The brands that will thrive in 2026 understand these shifts as opportunities to deepen connections with their audiences. They meet educated consumers where they are: informed, skeptical and in search of partners they trust.
The question isn’t whether these trends will reshape your category this year or the following. The question is whether you’ll be positioned to capitalize when they do.
