FrieslandCampina, a global leader in protein and prebiotics, has launched its 6th annual trends report, spotlighting the food and nutrition trends affecting consumer purchases globally.
The annual report aims to help brands anticipate evolving consumer needs and translate trends into actionable innovation strategies for the year ahead.
According to Floor van de Horst, Global Marketing Director, Performance and Active Nutrition, “2026 marks a turning point for the nutrition landscape, ushering in a new era of more accessible health. Technology and knowledge-sharing are breaking down barriers, sparking the rise of personalised, accessible nutrition for all. Supported by AI and social media, consumers can discover and shop tailored nutrition solutions more easily than ever. But with greater accessibility comes greater expectations – 2026’s most successful brands will combine science, technology, and innovation to deliver trusted, effective components of consumers’ everyday wellness routines.”
Brands must keep pace with how consumers discover, approach, and benefit from nutrition. FrieslandCampina Ingredients highlighted 5 key trends shaping nutrition in 2026 and these include:
Protein and its new crew
The protein realm is set to continue expanding – with novel treats, ready meals and drinks aking up increasing shelf space. But in 2026, protein fortification is just the baseline. To stand out, brands need to look beyond fortifying with just this powerhouse nutrient alone. In fact, 50% of Gen Z and Millennial consumers are already seeking functional foods enriched with not only protein, but also fibre and other ingredients for gut health benefits.[1]
Cravings under control
GLP-1s are reshaping the health and nutrition market – unlocking new innovation opportunities for companion products. From craving-curbing snacks to nutritional support solutions, GLP-1 users are seeking convenient products that support their weight management journey by delivering essential nutrients in on-the-go formats.
Nutrition that evolves with you
As focus shifts from lifespan to healthspan, consumers recognise that incorporating long-term wellness is built on healthy everyday habits. 2026 is all about small, sustainable nutrition choices rather than radical diet changes, with convenient, functional products – such as fortified, nutrient-rich yoghurts – fitting seamlessly into daily routines.
The fibre frontier
Fibre is making a fresh comeback; no longer confined to cereal aisles, today it’s a social media health hero. In 2026, consumers are looking to ‘fibre-maxx’ – meet or exceed their daily fibre goals – with multifunctional products in fun formats. With 20% of consumers aiming to increase their fibre intake,[2] the fibre frenzy presents a significant opportunity for nutrition brands.
Soft drinks, hard benefits
Hydration has evolved from a basic necessity into a wellness opportunity, driving functional drinks innovation in 2026. But with 70% of consumers not always feeling fully hydrated,[3] it’s time to add more to beverages. Benefits like enhanced focus, digestive support and immunity boosts are set to transform the category, fueling the global functional drinks market’s projected 8.9% CAGR for 2025-2030.[4]
To learn more about the key forces reshaping nutrition in 2026, click here.
[1] Spins data, 2025
[2] FMCG Gurus, 2025
[3] FMCG Gurus, Hydration matters, 2025
[4] Grand View Research, Functional drinks market (2025- 2030), 2025
