The food consumer of 2026 faces numerous challenges. Foremost amongst these is rising prices, a trend likely to worsen as the supply disruptions of the war in Iran disrupt the global agricultural system. This is going to push consumers to above all seek value. They are willing to splurge less than they were before, but that does not mean they are not still willing to spend on things such as health benefits and convenience if the value proposition is right.
1. Volume growth challenges will define the year for the industry
Developed markets are approaching a point of “Peak Calorie” under the combined pressure of sustained high prices, demographic shifts and expanding GLP-1 usage. Most global volume growth is expected to come from developing markets, though they have plenty of challenges of their own. Expect to see many companies recognise that the consumer is tapped out and focus their innovation into directions such as portion-controlled packaging.
2. Price dominates consumer concerns
The rising cost of living is top of mind for consumers around the world. This is putting pressure on premiumisation strategies and driving gains for private label products (now 36% of the industry in Western Europe). It is also leading to major shifts in where consumers buy their groceries, with big gains by discounters and warehouse clubs in key markets.
3. Wellness is moving in a more natural direction
One area where consumers are generally still willing to spend is wellness. There are a great many aspects of wellness worth mentioning, including protein, gut health and products compatible with GLP-1 usage, but one that is especially important is a growing backlash against processed foods. People around the world are seeking cleaner, more natural products. Many regulators as well are taking a close look at processed food and debating new taxes and restrictions.
In 2025, 49% of global consumers chose health and nutritional benefits as a key product feature
Source: Euromonitor Voice of the Consumer: Health and Nutrition Survey, fielded Feb 2025
4. Convenience is essential
Demand for quick, easy meal solutions is rising due to busier lifestyles and declining cooking skills, but consumers are also trying to balance this with their interest in wellness and their concerns with cost. The latter will cause consumers to pull back from foodservice spending, creating opportunity for categories such as ready meals that can re-create foodservice flavours and convenience at a lower price point. One trend of note here is the increasingly blurred line between ready meals and snacks as affordability concerns, smaller households and GLP-1 usage shrink down the size of prepared meals.
5. Globalised flavours persist in a de-globalising world
Even as the headlines are dominated by geopolitical conflict and trade barriers, consumers still actively seek out flavours from every corner of the world. In 2025, 60% of Generation Z, 67% of Millennials, 65% of Generation X and 62% of Baby Boomers worldwide agreed it is important to experience cultures other than their own (Euromonitor's Voice of the Consumer: Lifestyles Survey, fielded in 2025). Korean flavours are particularly worth keeping an eye on in 2026 as Korean culture spreads in other areas such as music and beauty.
The cooking ingredients and meals landscape faces growing complexity, driven by changing consumer demands, a shifting regulatory landscape and economic pressures. Though 2026 will likely prove a challenging year, opportunities remain for those who deliver solid value, health benefits and unique, engaging experiences. Success relies on balancing affordability with differentiation, while staying agile amid shifting market dynamics and global trade pressures.
For further analysis and case studies on these trends, see Euromonitor International’s report, World Market for Cooking Ingredients and Meals.
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 Cooking Ingredients and Meals”. The final article has been thoroughly reviewed by our team to maintain the highest standards of quality and integrity.