The world of food and beverages moves quickly, and it can be a challenge to keep up with consumer demand.
That’s why it is important to identify the most influential behaviours, demands and forces driving the category in 2026. It’s just one way we help brands succeed – from forecasting to formulation.
What are they? And what do they mean for brands? Keeping ahead of consumer trends with a strategy built on science-backed data can help to turn expert analysis into a competitive advantage.
The big three for 2026
Research shows a distinct trio of trends emerging as the dominant forces that dictate consumer spending and priorities – trends that will shape the market for 2026 and provide incredible opportunity for growth for those brands who can react to them.1 These trends include:
Affordability is on the rise Consumers are concerned with value
Health-conscious eating The desire for healthy foods continues to grow
Adding value increases spend Consumers will spend more for quality products
Trend #1: Affordability is on the rise
It is no surprise that consumers are being conscious about what they spend. In fact, 67% of people in Britain reported they don’t see the cost of living improving. And this shows no signs of changing with 80% of the British public actively worried about rising prices over the next six months. But what does this mean for manufacturers?
Firstly, it means budgeting is not only commonplace; it’s rigid. 63% of the British public report having a set budget they try to stick to. This means planned and repeated purchases.
On the one hand, breaking into a shopper’s routine becomes more difficult. But for brands who can earn a trial and prove their value, there is a high chance of seeing repeated engagement.
Secondly it means consumers are open to switching things up. Consumers aren’t looking to shop less – just shop smarter. 34% of consumers have switched retailers to find lower costs, 32% have moved to own label brands and 43% are much more cautious on when, or even if, they’ll spend on luxuries.
For own, (or white-label brands), this means an organic increase in trial. To make the most of it and truly win over new consumers, products need to match name-labels in taste, texture and quality. Meanwhile for those name-label brands, the pressure is on to deliver quality that justifies a higher price point, while still trying to deliver as much value as possible. The opportunity, (and risk), for manufacturers is clear. With consumers willing to switch to brands to fit their budgets, products need to deliver value to earn their place.
Formulations need to be optimised for efficiency and cost, but this cannot come at the expense of taste. The challenge is maintaining excellent mouthfeel while reformulating. And this requires access to a broad range of ingredients, and the expertise to utilise them.
Trend #2: Health-conscious eating
Health-conscious eating isn’t a new trend, but its influence keeps growing. More than ever, consumers are seeking out ‘better-for-you’ options. But they won’t compromise on taste and texture. Health needs to go hand in hand with ‘food joy’.
Healthier versions must taste identical to the original with the health benefits hidden during consumption. Consumer doubt surrounding the taste of foods that have reduced fat and sugar is the main barrier to both trial and adoption.
The lesson for manufacturers is clear: formulations that offer incredible nutritious benefits but do not provide a fun eating experience simply won’t cut it. In 2026, manufacturers who crack this code will win. What is new, or changing, is the broadening of what constitutes a healthier option.
Tate & Lyle’s data shows a wider acceptance of the benefits of fortification, or ‘positive nutrition’, as consumers target specific macronutrients to improve their health – especially amongst younger consumers in the UK.
The presence of vitamins, minerals, fibre and protein are seen as adding value to a product – meaning brands should be formulating with fortification in mind. However, this requires a thoughtful and innovative approach. Especially as, through social media, consumers are more informed on the health benefits of food and beverages.
They don’t just want options that are ‘healthy’, they want ingredients they can recognise as healthy. This makes natural products with clean labels increasingly important. 76% of millennials are willing to pay more for clean-label products and 74% of EU consumers say that simple ingredients are an essential part of purchasing decisions.
Whether it is reducing fat, sugar, salt or calories, producing clean labels or fortifying products with nutrients, brands need to work harder than ever. A key way to achieve this is by mastering mouthfeel – the critical bridge between benefits and performance.
Ingredients like Tate & Lyle’s NUTRAVA® Citrus Fibre and PROMITOR® Soluble Corn Fiber are innovative solutions that make the difference. They deliver superb mouthfeel while providing labelling that consumers are happy with.
Additionally, CLARIA® Functional Clean-label Starch delivers a range of textures, withstands processing and offers shelf-stability, all while being plant-based and non-GMO. And best of all – there’s no sacrifice of taste or texture.
Trend #3: Adding value increases spend
Tate & Lyle has discovered that – even when consumers have tight budgets – there is one factor that constantly encourages them to spend more. Quality. 65% of the British public believe it’s worth paying for higher quality goods.
How can brands achieve this? Through added health benefits and cleaner labels. Increased demand for health-conscious eating reinforces this with 58.8% of UK consumers finding the idea of enriched snacks to be appealing, while 42% of German consumers explicitly say it’s worth spending more on food and drink with health benefits.
Clean-label credentials are viewed as worthy of higher spend and seen as a hallmark of quality. The takeaway here is simple yet complex. In 2026 consumers are willing to spend more if they believe they are getting a higher quality product. Providing additional health benefits with indulgent taste is a surefire way to succeed.
The lesson from the big three: More value, better nutrition, lower cost
The recurring theme is that consumers are demanding more, for less. Lower costs, better benefits and cleaner labels equal greater value.
It’s a challenge, but one that’s very possible to achieve by collaborating with Tate & Lyle’s expert teams. Tate & Lyle has the experience, ingredients and food science capabilities to meet the rising demands of the 2026 consumer. From affordable solutions to natural clean label innovations, Tate & Lyle is here and eager to help elevate product innovation into a consumer sensation.
The proof is in the pudding: Guilt-free Indulgence
There are few treats as indulgent as ice cream. Rich, creamy and sweet. Every spoonful is a moment of bliss, even more so if it could be enjoyed guilt-free. This was the challenge Tate & Lyle were set by a global customer – reformulate ice cream to reduce sugar by 25% and fat by 50%, all without sacrificing the decadent creaminess consumers expect.
By focusing on the qualities that make up the flavour profile of ice cream, Tate & Lyle experts were able to engineer an innovative solution. Its approach leveraged functional fibre systems to reduce iciness and improve melting resistance – while at the same time preserving a satisfying, creamy mouthfeel.
Possible thanks to its broad portfolio of ingredients: PROMITOR® Soluble Fiber provided enhanced viscosity and mouthfeel, and NUTRAVA® Citrus Fiber led to improved water binding, stabilisation and emulsion performance.
Together, combined with the team’s formulation expertise and proprietary Tate & Lyle Sensation™ tool, these innovative ingredients enabled a formulation that supports delayed melting, smooth texture and the indulgence consumers crave. All with a simplified ingredient list for the clean-label consumers look for. Proof that with the right partners, expertise and access to ingredients, formulating to align to 2026 trends is more than possible.
Adapting to meet consumer demands
Tate & Lyle’s research provides a clear blueprint of consumers are going to want and expect from brands in 2026 – and the challenges and opportunities this brings.
Consumers will be conscious of what they spend. They are prioritising healthy eating – seeking nutritional benefits with un-compromising taste. And they will spend more if they believe a product is good quality, which clean labels and health benefits indicate.
The brands who thrive will be the ones who innovate and adapt to meet these needs. Get in touch today to find out how Tate & Lyle can make 2026 your best year yet.
References
- Mintel. Data procured by Tate & Lyle.
