With affordability concerns continuing to mount and eating habits being rewritten, the staple foods landscape is entering a new era. Affordability drives sales, with consumers favouring lower-cost options and producers facing challenges in creating volume growth. Changing perceptions of ultra-processed foods, demographic shifts, and rising use of GLP-1 weight loss drugs also influence demand heading into 2026.
In 2025, private label sales of staple foods reached USD189 billion, up 32% since 2020, reflecting the strong move towards value
Source: Euromonitor International
In this article, Euromonitor outlines the key trends that will shape 2026 and beyond, offering insight into what is driving change.
1. Affordability remains the priority
The cost of staple foods continues to influence consumer behaviour, with shoppers increasingly choosing private label products and shopping at discounters as food inflation stays above target in many markets. As a result, retailers are responding; in October 2025, US grocery retailer Save Mart launched its “Right By You” affordability promise, introducing new private label products and deep discounts to support price-sensitive shoppers. Although the inflationary spikes of 2022/2023 are past, many of the causes of rising prices remain in place: geopolitical instability, protectionist policies and tariffs (and reactions to these), high energy prices with demand increasing in key markets, and climate change-driven disruption of key crops and harvests.
2. Ultra-processed food (UPF) concern grows
Growing distrust of UPFs is driving demand for clean label and all natural options, with 27% of global consumers in 2025 actively limiting their intake of processed foods (Euromonitor Voice of the Consumer: Health and Nutrition Survey, fielded February 2025, n=13,846). Producers in categories threatened by UPF suspicion are responding by highlighting their clean label credentials; for example, Marks & Spencer’s “Only… ingredients” range prominently lists the (few) ingredients used on the front of packs.
3. Population crunch hits the future
Declining fertility rates and ageing populations are set to reduce the overall consumer base for staple foods, especially in developed markets. Brands are looking to those demographics which are growing in importance: The Food4Senior project has brought Angulas Aguinaga’s Krissia Alaskan Surimi Sticks to market, an example of brands targeting older consumers. According to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey, fielded February 2025 (n=4,849), 66% of those aged 60 and over say fish or seafood is a preferred protein source, as producers seek new growth segments amid demographic headwinds.
4. GLP-1 weighs heavily on demand
Rapid uptake of GLP-1 weight loss drugs is reducing calorie consumption. Amongst respondents treating obesity or undergoing weight management, 11% globally and 20% in the US report taking prescription medicine for obesity or weight management in 2025 (Euromonitor Voice of the Consumer: Health and Nutrition Survey, fielded February 2025, n=3,753). Singapore’s W0W Noodles responded in October 2025 with the positioning of its ProTEGO™ Smart Noodles, highlighting suitability for GLP-1 users with high-protein and high-fibre content, reflecting the need for nutrient-dense, portion-adapted staples.
5. Cooking becomes less common
Staple foods in 2026: Adapting to cost pressures and evolving demands
Staple foods face a challenging environment shaped by structural issues and changing consumer needs. Companies must manage ongoing cost increases, increased focus on ingredients, and significant challenges in growing volume. At the same time, they need to address rising health and convenience expectations. Growth will rely on justifying pricing, developing nutrient-dense and convenient products, and reaching groups such as older adults and those who want clean label or portion-adapted foods; producers and retailers must adapt their strategies.
For more detailed analysis and practical recommendations, see Euromonitor International’s report, Top Five Trends in Staple Foods.
This content was written with the assistance of AI. All information is original to Euromonitor and is derived from our report titled ‘Top Five Trends in Staple Foods’. The final article has been thoroughly reviewed by our team to maintain the highest standards of quality and integrity.