Nutrition is entering its next phase. According to FrieslandCampina Ingredients’ latest trends report, 2026 will be defined by accessible, functional nutrition that fits seamlessly into everyday routines.
What’s driving the shift:
🔹 Protein evolves beyond grams
Protein dominated 2025, but consumers now expect more. Fifty percent of Gen Z and millennials want protein paired with functional benefits like fiber and gut health. Products that combine muscle support with digestion and satiety will stand out.
🔹 GLP-1 influence accelerates
GLP-1 use continues to reshape eating habits. About 23% of US households currently include a GLP-1 user, with that figure projected to reach 35% of food and beverage unit sales by 2030. These consumers eat fewer meals and smaller portions, pushing demand for nutrient-dense formats like bars, shakes, and protein coffees.
🔹 Healthspan over lifespan
Consumers are shifting from reactive health to preventive wellness. Daily staples like yogurt, functional beverages, and protein snacks are becoming tools for long-term health maintenance rather than short-term goals.
🔹 Fiber takes center stage
Fiber is emerging as the next major claim. Twenty percent of consumers increased fiber intake in the past year, while more than half associate fiber with digestive health. Social media fueled “fiber-maxxing” is accelerating demand for targeted, gut-supporting fibers.
🔹 Beverages do more work
Plain hydration is no longer enough. Clear protein waters, prebiotic sodas, and vitamin-enhanced drinks are gaining traction as consumers look for flavor plus function throughout the day.
📢 Bottom Line:
Accessible nutrition is about integration, not extremes. Brands that combine protein, fiber, and functional benefits into familiar, affordable formats will be best positioned for 2026. Science-backed claims, clean labels, and everyday usability are no longer optional, they’re expected.
