As food and beverage companies plan for 2026, flavor and convenience are no longer the only priorities. Many brands are creating products with added health benefits as shoppers seek foods and drinks that offer more than basic nutrition.
Analysts and trend reports indicate that consumers are increasingly looking for products that support digestive health, general well-being and emotional strength, pushing the market beyond the long-standing dominance of high-protein claims. This shift is projected to influence everything from snacks and beverages to pantry staples in the coming year.
Once dominated by protein, fiber is the new it ingredient, recognized as a functional ingredient with plenty of benefits. Growing interest in gut health and “fibermaxxing,” a trend focused on increasing fiber intake for overall wellness, has elevated consumers’ interest in fiber.
Protein is not going anywhere, but companies are layering in benefits such as digestive support and mood-enhancing ingredients to meet shoppers’ appetite for multifunctional options.
Fiber Moves to Center Stage
Fiber is emerging as one of the most talked-about nutrients heading into 2026. It’s long been associated with digestive health but it is now being promoted as a wellness tool tied to gut balance, fullness and metabolic health.
Shoppers are paying closer attention to gut health and the role the microbiome plays in overall health. As a result, fiber has become the headline ingredient in everything from snack bars to ready-to-drink beverages. Some brands, like Poppi, have rolled out fiber-infused sodas, while others are tweaking existing recipes to add more fiber without changing the flavor.
According to an Innova survey, consumers see fiber as capable of improving digestion, skin, and mood, and decreasing inflammation. More than half report that gut health is important to their overall health, and 44% say they see improvements in energy, skin, and immunity when they improve their gut health.
Mood and Stress Support Move Into the Grocery Aisle
Beyond digestive health, food and beverage companies are also exploring products to support mood, focus, and stress. With cognitive health problems on the rise, and the pandemic blurring the line between work and life, consumers realise that mental health is critical to their overall wellbeing.
Beverages infused with adaptogens and ingredients to support relaxation or energy are becoming more common. Consumers are looking for natural alternatives to energy drinks, sugary sodas and other caffeinated beverages. Others are marketing drinks and snacks with soothing benefits that fit into bedtime routines.
Ingredients to Watch in 2026
Shoppers are likely to see more products containing functional ingredients on shelves this year. Probiotics and prebiotics continue to appear in products marketed for gut health, and more brands are pairing fiber with protein to deliver multiple nutritional benefits in a single product.
Adaptogens such as ashwagandha and functional mushrooms are appearing in beverages and snacks aimed at stress and cognitive support. Electrolytes and mineral blends are moving beyond sports drinks into mainstream drinks for everyday use.
Protein is expected to remain a prominent feature on packaging. However, manufacturers are combining it with other functional elements, such as digestive support or mood-related ingredients, to meet demand for products that deliver multiple benefits.
A Broader Definition of Healthy
For many consumers, healthy no longer means simply low sugar or high protein. It reflects a desire for products that support digestion, mental clarity and overall balance.
If current forecasts hold, functional ingredients will move further into the mainstream, reshaping product development and marketing strategies across grocery aisles in the year ahead.
