NEWS
P eople are looking to be out in the world and socializing, but not too late at night; to relax in solitude and to drink less al- cohol, leading to less demand for karaoke and therefore, one could hypothesize, less embarrassment and regret. But before we get ahead of our- selves, let’s examine all the consumer food and beverage trends that bubbled to the surface in new research from In- nova Market Insights, a global market insights provider. The first trend identified by the Glob - al Consumers Trends 2026 for Food and Beverage report is “Relaxed Sociabili- ty,” which focuses on lifestyles that feel healthier and more flexible. The old adage “nothing good happens after midnight” has taken hold in to - day’s foodservice customer. The report finds that 59% of consumers want to go out midday, not nighttime, in search of a more casual way to socialize and still get back to the comfort of home at a reason- able hour. Trend forecast: In a stressful world, consumers yearn for more control and “me time” The Global Consumer Trends 2026 for Food and Beverage report, conducted by Innova Market Insights, reveals consumers’ attitudes about going out late at night, drinking lots of booze and feeling out of control. (Spoiler alert: They like none of those things). BY TARA FITZPATRICK
“Thus, the home, restaurants, nature, and the countryside are growing in pop- ularity. Food remains a key factor in so- cial bonding, and casual artisanal foods mirror the preference for more informal social occasions,” according to the re - port. There may be a chance that the “global coffee shop” vibe from the 1990s could be more than a retro aesthetic and a real return to that fabled “third place” that we’ve somehow lost along the way. According to the research into consumer trends, the coffee shop’s “importance has grown by 22%, largely driven by millennials, Gen Z, and consumers with higher incomes. This highlights the increasing popularity of ‘third spaces.’ which are places outside of work and the home where people can build connections, foster a sense of community, and even promote wellness.” It’s also worth noting that alcohol-free alternatives are in high demand from those same demographics. The next trend, “Time for Me,” shows that alone time might actually be a luxury, not loneliness. This means, broadly: karaoke is out, AirPods are in. The report found that 1 in 3 consumers say spending time alone helps with stress, and 29% associate food and beverage experiences as part of that “me time.” Furthermore, “to relax and unwind, 47% of consumers say they like to listen to music, and many also consider watch-
ing relaxing content or engaging with re- laxing food and beverage as elements of “me time,” according to the report. Living longer and better is a priority, setting the stage for the next trend iden- tified, “Vitality and Longevity,” thanks to aging populations and mainstream ac- cess to health and nutrition information. Sleep, weight and energy are a the top of the list for everyone surveyed, and Boomers and Gen X are “prioritize maintaining mobility, physical fitness, and keeping an active mind, as well as preventing disease.” There does seem to be a divide among consumers, with new science-based approaches and more traditional forms of wellness, with holistic solutions mixed in for good measure. “Enduring vitality” is the catchphrase revealed by the report, rather than “quick fix.” Moving onto the next trend, “My Tech Mate,” digital tools and generative AI are making meal prep easier for consumers through apps that help users track nutrition and give advice on what to eat. One way to cope with all the modern noise and stress emerged in the report, with 29% of consumers saying their mental well being has motivated them to simplify their lives. To do that, they are limiting screentime, getting outdoors and choosing simple and comforting food and drink options for a trend toward “Simplified Life.” As it turns out, comfort food is proving to be a food-trend constant, and that’s, well, comforting.
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QUARTERLY | Q4
PHOTO: SHUTTERSTOCK
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