Food trends for 2026 get real
“Real is so back.”
Encapsulating what’s next in food, this line from a California Milk Processor Board ad was quoted by Nourish Food Marketing president Jo-Ann McArthur on the release of the agency’s 2026 Trend Report. The 10th annual report, themed “The Return to Real,” explores how consumers are pushing back against perfection and inauthentic brands and marketing—and what this means for Canada’s food and beverage sector.
“They’re choosing the reality of imperfections over polish, human connection over digital efficiency, authentic experience over algorithmic optimization,” said McArthur on a recent webinar discussing the findings. “In short, they want flawed, messy, wonderful humanity back in their lives.”
The desire to keep it real runs through many of the seven trends in this year’s report. Here are some highlights:
Restoring reality: Embracing authenticity over artificial perfection
As people tire of “algorithmic sameness and mass-produced uniformity,” there’s a shift to products that celebrate imperfections and proudly display their human origins. “Nowhere is the rejection of artificial perfection more pronounced than in food, where consumers are actively turning away from processed alternatives towards authentic, traditional options,” said McArthur.
One example is in the dairy milk category, with sales growing 4.6% in dollar terms after years of decline, while plant-based alternatives declined 3.5%.
READ: A look at what’s driving demand in the dairy category
More than changing taste preferences, the return to real signifies deepening skepticism about ultra-processed foods marketed as healthy alternatives. That shift is playing out in the protein category as well. “Plant-based meat alternatives—once celebrated as the future of protein—are increasingly viewed as overly engineered products that sacrifice real food for technological novelty,” said McArthur.
For food and beverage companies, Nourish recommends celebrating imperfections in products, like irregular shapes and natural variations. Ingredients should be simple and recognizable rather than complex processed alternatives.
Eat good, look good: Redefining the beauty regime with nutrition
Nourish also predicts a return to real beauty, with food and beverage playing a big role. More people are realizing their skin reflects internal health, rather than just product applications. “It’s no surprise that the boundaries between food, medicine and beauty are dissolving as consumers discover that radiant skin starts in the gut, not the skincare aisles,” said McArthur.
There’s a shift in the supplements category as well, with many traditional supplements seeing declines while their beverage equivalents flourish. “There is a clear consumer preference for convenient, tasty formats over traditional pills,” said McArthur.
Beauty and beverage brands can capitalize on consumer preference for convenient, tasty delivery mechanisms by creating beauty-focused, functional beverages, foods and snacks. “In fact, digestive health, energy support, performance, mood support and immune care are leading beverage innovation,” said McArthur.
READ: Innovation, mindfulness and hydration: Beverage trends to watch
For grocery retailers, Nourish suggests creating “beauty beverage” sections that combine functional drinks, beauty supplements and skin-supporting foods in integrated displays. “Position yourself as the destination for this trend,” the agency advises.
Hungry humans wanted: Food as the cure for the loneliness epidemic
People are also craving real connections, and once again, food plays a key role. Nourish highlights a sobering statistic: Between 2003 and 2024, time spent attending or hosting social events declined by 50%. “Connection is the number one human need, and food is a primary way we connect,” said McArthur.
For brands and retailers, the opportunity lies in micro-interactions—brief but meaningful moments that accumulate into social well-being. The report highlights “slow checkout lanes” at Dutch supermarket chain Jumbo, which “encourage customers and cashiers to engage in unhurried conversation, explicitly prioritizing human connection over efficiency.” After overwhelmingly positive customer response, Jumbo has expanded these lanes to nearly 200 locations.
Nourish also suggests creating community spaces within stores that encourage lingering and social interaction. “Coffee corners, seating areas, or sampling stations can transform shopping from transaction to social experience, building customer loyalty through relationship rather than convenience,” the report states.
Maxed out on maxing: Single-nutrient focus gives way to functional balance
After years of protein hype and a recent focus on fibre, 2026 will see a more sophisticated approach to nutrition: balance.
Consumers are moving beyond a fixation on single nutrients to understanding how nutrients work together. “Unlike previous trends that promoted extreme approaches, fibre-maxxing inadvertently taught consumers to think about nutrients as building blocks rather than magic bullets,” said McArthur.
With this shift, “one-trick nutritional ponies are about to ride into the sunset,” the report states. The protein trend meant consumers fixated on hitting arbitrary protein targets, often at the expense of other essential nutrients. Nourish says we have reached “peak-protein” when it’s added to everything from water to popcorn and cold foam on coffee.
READ: Is fibre the next must-have nutrient?
“The nutrient-balanced approach emphasizes whole food sources that naturally provide balanced nutrition,” said McArthur. For example, legumes like lentils deliver protein and fibre, along with essential micronutrients. “These foods represent the original functional ingredients versus the ultra-processed faux meats we’ve referenced in previous trend reports.”
The takeaway for food manufacturers and private-label brands is to develop combination products that pair nutrients like fibre and protein rather than fortifying single nutrients. Meanwhile, marketing that emphasizes fibre’s role as “nutritional armour”—referring to fibre’s newly discovered role in protecting against ingested microplastics—could resonate with consumers seeking proactive health solutions.
