Mintel’s 2026 Food & Drink Predictions: What They Mean for the People Shaping the Industry
Mintel’s 2026 Global Food & Drink Predictions are grounded in a powerful insight: many consumers no longer feel like they’re thriving - they’re simply surviving. In response, empathetic brands have an opportunity to support wellbeing, rebuild trust and create deeper emotional connections through food and drink.
For those working across food, fresh produce, agriculture and related industries, these trends aren’t just about products on shelves. They point to how roles will evolve, what skills will be valued and where innovation, purpose and leadership will need to focus next.
Here’s our take on Mintel’s three key predictions - and what they signal for the future of the sector.
1. From ‘Maxxing’ to Diversity: Nutrition Gets More Inclusive
The era of “maxxing” - hitting aggressive daily targets for protein or fibre – is starting to soften. While protein and fibre will remain mainstream in 2026 thanks to their clarity and accessibility, consumers are beginning to look beyond single nutrients and towards dietary diversity.
By 2030, health-conscious consumers are expected to prioritise eating a wide range of ingredients each week, recognising that long-term wellbeing comes from variety rather than optimisation. This reflects a broader cultural shift, applying the principles of diversity, equity and inclusion (DEI) to nutrition itself.
Traditional Western meal structures built around a protein, a vegetable and a starch are giving way to more diverse plates featuring lentils, seaweed, native grains and globally inspired ingredients. Food culture is becoming more exploratory, less rigid and more representative.
This shift is particularly significant for families. By 2030, parents will increasingly focus not only on growth and development, but on building resilient gut microbiomes in children. Baby food and drink brands will respond by educating on microbiome health and innovating products that deliver beneficial bacteria from an early age.
Fibre, in particular, is evolving into what Mintel describes as our “nutritional armour.” Beyond gut health, it’s expected to play a role in defending the body against emerging risks, including microplastics. Alongside this, we’ll see growth in precision nutrition, with consumers buying targeted boosts inspired by concepts like seed cycling and gut health blends.
For brands, there’s also a perception shift to navigate. Protein can no longer be positioned solely for bodybuilders, and fibre can’t remain associated with ageing. Both need to feel effective, affordable and - crucially for fibre - culturally relevant and “cool.”
What this means for the industry: Greater diversity in ingredients demands diversity in thinking, sourcing and expertise. Nutrition science, agronomy, sustainability and cultural awareness will increasingly overlap, creating demand for talent that can bridge disciplines rather than specialise in silos.
2. Retro Rejuvenation: Trust, Tradition and Comfort Return
In a volatile, AI-accelerated world, consumers are finding comfort in the past - not by returning to a specific era, but by embracing an idealised sense of simplicity, practicality and emotional security.
Mintel’s “Retro Rejuvenation” reflects a desire for control and reassurance. Ancient medicines, traditional food practices and so-called “grandma hobbies” are gaining renewed relevance as tools for stress relief, mindfulness and pressure-free fulfilment. This trend resonates particularly with Millennials aged 28-45, who are navigating what Mintel calls the “extended middle” of life and searching for deeper purpose.
Brands rooted in heritage ingredients and traditional knowledge stand to benefit from the trust consumers place in history. These brands are increasingly viewed as cultural custodians, combining taste with proven functional benefits or highlighting the sustainability of long-standing, circular practices.
Techniques such as pickling, drying and fermenting are being revived – not just as eco-conscious choices, but as culturally rich solutions that reduce waste, extend shelf life and support gut health.
At its core, Retro Rejuvenation is about emotional depth. It’s using the past to build trust in the present, and translating tradition into relevance for modern lives.
What this means for the industry: There’s growing value in roles that protect, interpret and modernise heritage - from product developers and technical specialists to sustainability leaders and brand storytellers. Deep sector knowledge and respect for tradition are becoming strategic assets, not obstacles to innovation.
3. Intentionally Sensory: Experience Becomes the Point
Multisensory food and drink experiences - from “dirty sodas” to viral chocolate trends - have long been associated with novelty and playfulness. What changes in 2026 is intentionality.
Brands are becoming more deliberate about how colour, texture, aroma, and even sound are used to create emotional impact, reinvigorate consumption occasions and redefine wellness as something enjoyable rather than restrictive.
This is particularly visible in how younger generations are reshaping social rituals. Gen Z is reinventing occasions traditionally associated with alcohol, such as nightlife and celebrations, into new formats like “soft clubbing” - daytime DJ events in cafés centred around coffee, tea and connection rather than excess.
Food and drink brands now have opportunities not just to innovate products, but to redesign the moments in which they’re consumed. Multisensory elements - from atmosphere to presentation - can help brands remain culturally relevant to Gen Z and Gen Alpha.
Wellness, too, is becoming louder and more playful. Healthy food is moving away from being sterile or minimal, towards being messy, layered and fun. Crunchy meets sticky, sweet meets tart - designed as much for enjoyment and social sharing as for nutrition.
Underlying all of this is emotion. Brands that understand how food makes people feel - and why that matters - are better placed to build long-term loyalty. Sensory expectations, emotional payoff and inclusivity will define the next generation of successful products.
What this means for the industry: Creativity, consumer psychology and experiential thinking are becoming just as important as technical capability. Teams need people who can think holistically about experience, emotion and culture - not just formulation or function.
Looking Ahead
Mintel’s 2026 predictions highlight a food and drink industry that is becoming more human, more emotionally intelligent and more culturally aware. Diversity replaces rigidity, tradition rebuilds trust, and sensory experience becomes a strategic tool rather than a gimmick.
For the people working behind the scenes - from farms to factories, labs to leadership teams - this signals an industry where empathy, adaptability and cross-functional thinking will be key.
At MorePeople, we see these shifts reflected every day in the roles our clients are creating and the talent they’re seeking. The future of food and drink isn’t just about what we eat - it’s about how people, purpose and progress come together to help consumers move from surviving to thriving.
