2026: The year of accessible nutrition

Protein was a hot trend in 2025, but in 2026, manufacturers will need to put even more effort into protein-centric products for consumers, the report said.

Product developers will need to incorporate protein with functional ingredients that may deliver holistic wellness to impress consumers, especially Gen Z and millennials. As part of the “protein and its new crew” trend, 50% of Gen Z and millennials said they are seeking out brands that offer functional foods emphasizing not only protein, but also fiber and gut health benefits, according to FrieslandCampina.

The number of people using GLP-1s is on the rise, a trend that is having a major impact  on the food and beverage industry.

Currently, 23% of US households have someone using GLP-1 medications annually, according to Circana, a Chicago-based consumer packaged goods (CPG) market researcher. By 2030, households with GLP-1 users are projected to represent 35% of all food and beverage units sold, according to Circana. Likewise, current trends indicate 37% of non-food units sold will come from GLP-1 households over that time frame.

Consumers using GLP-1 are seeing results with their “cravings under control” by eating fewer meals and reduced servings. To appeal to these consumers, manufacturers will need to develop products that provide essential nutrition, such as protein, in applications like bars, shakes and coffees, according to FrieslandCampina.

In 2026, health-conscious consumers want “nutrition that evolves with them.” These consumers are shifting from lifespan to “healthspan” and focusing on prevention rather than treatment, opting to include yogurt or functional protein in meals and snacks.

Alongside protein, fiber is expected to be the next claim to shine in the food and beverage industry, according to FrieslandCampina.

Social media has been one of the driving forces of the protein trend, and now fiber is in the spotlight. Social media users have showcased “fiber-maxxing” on their channels and are seeking the right kind of fiber to consume to maintain their gut health, seeking tailored digestive support.

FrieslandCampina found approximately 54% of global consumers familiar with fiber associate it with aiding digestive health, part of what the report described as the “fiber frontier trend.” Meanwhile, 20% of consumers have looked to increase their intake of fiber-rich food in the last 12 months, according to the company.

Another trend cited by FrieslandCampina, “soft drinks, hard benefits,” is expected to play out as consumers seek more than just plain water.

More exciting beverages that include flavor, function and benefits are expected to resonate in 2026, including clear protein waters that aid in recovery, sparkling prebiotic sodas that may boost gut health and vitamin-infused beverages that may refresh and refuel, the report noted.

“Two thousand twenty-six marks a turning point for the nutrition landscape, ushering in a new era of more accessible health,” Food Business News cites Floor van de Horst, global marketing director of performance and active nutrition at FrieslandCampina. “Technology and knowledge-sharing are breaking down barriers, sparking the rise of personalized, accessible nutrition for all. Supported by AI (artificial intelligence) 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.”