What’s new and next for food, beverage and retail trends in 2026
In advance of its January industry webinar, “2026 Macro Movements & Tipping Trends,” Mattson, Foster City, Calif., shared a sneak peek with Prepared Foods. Here’s a look at five forces impacting consumer behavior and new product development.
The Protein Predicament: Unless you’ve been asleep for the past five years, you might’ve noticed that one reliable macronutrient continues to grow beyond its brethren. Yes, we’re talking protein. And doesn’t it feel like everyone’s talking about protein?
This year at Mattson, protein is not just a trend, it’s a predicament. We’re going deeper, as we look into what protein does for us. It’s an equal opportunity macro, solving the needs of GLP-1 users, post-menopausal women, as well as gym bros (and girls!), not to mention turning a Pop-Tart from a treat to the most important meal of the day.
We’re taking a look at what protein synthesis means for health, and what science recommends in terms of consumption, what we already consume, and whether we’re getting enough, or cannot ever get enough. Heard of the protein leverage theory? We’re unpacking that one, too, and if you’re on “Team Protein,” we’re anticipating grams of protein to show up on restaurant menus and menu boards, alongside calories and on Sweet Greens’ Macro Tracking app.
Mintel reports +6.2% growth in F&B launches displaying a “high/added protein” claim. Innova Market Insights shows sustained growth in launches that either use protein ingredients or carry a protein claim, outpacing overall F&B launches. And a majority of consumers—reported at 61% in 2024—said they were actively increasing their protein intake for general health and wellness. The million dollar question is whether this will be the year protein slows or continues to keep flexing its muscle.
The New Grocery Experience: Grocery shopping is having a cultural moment, and legacy chains are falling behind. Costco, Trader Joe’s, and Aldi have become lifestyle brands with devoted fanbases, viral TikTok accounts, and weekend crowds that rival entertainment venues. Younger consumers are increasingly choosing these stores as primary destinations, drawn by discovery, community, and fun that traditional supermarkets can’t match.
Their appeal lies in what these stores withhold—as much as what they offer. Limited assortments cut choice paralysis, while rotating stock and private label exclusives create a treasure hunt. House brands aren’t generic substitutes; they’re collectible, sparking social media hauls and genuine FOMO. It’s the anti-Amazon grocery: curated, communal, and worth leaving the house for.
What started with Millennials and Gen Z is spreading fast. Grocery runs have become social events (Costco singles mixers, Trader Joe’s date nights, Aldi haul videos). As these alternative grocers capture market share and cultural cachet, they’re proving the future of grocery isn’t about having everything. It’s about making what you have feel special, scarce, and worth the trip.
Vice is Back!: After years of moderation and moralizing, Americans are unapologetically leaning back into their favorite vices. Beef sales are soaring despite record prices, and Diet Coke, once a relic of the 2000s, is cool again, powered by nostalgia and permissible indulgence. Even gas-powered cars are regaining favor as consumers seek comfort, control, and authenticity over virtue signaling and deprivation.
This new pleasure wave is fueled by little luxuries. Premium cocktails, agave spirits, and indulgent desserts are back, joined by snacks and sweets that deliver maximalist flavor. Consumers are finding joy in small, intentional treats that feel special yet accessible — daily indulgences that restore comfort and offer a brief escape.
From nicotine pouches and cannabis edibles to nostalgic brands and luxury lighter culture, modern vice has evolved into curated self-care. It’s not rebellion, it’s reclamation. Americans are re-authoring their own rules of enjoyment, reminding brands that joy itself is a value worth selling.
Phones Down: Smartphones have seeped into every corner of our lives, and the dinner table is no exception. We scroll TikTok for recipes instead of cracking open cookbooks, scan QR codes instead of flipping through menus, and choose restaurants based on how Instagrammable they are, not how good the food tastes. But people have had enough.
The anti-phone movement started in schools to boost student focus and mental health. Thirty-five states and Washington, D.C., have passed legislation limiting phone use in classrooms. In an unexpected turn, the anti-phone movement is catching fire.
The new status symbol? Being offline. It’s the ultimate flex- proof of self-control and a rare commodity: undivided attention. Gen Z and Millennials are leading the rebellion, deleting social media, swapping smartphones for flip phones, and rediscovering the joy of genuine, face-to-face connection.
Across the country (and the world), restaurants are joining the movement. Phone-free zones are popping up everywhere, some lock devices in magnetic pouches, others trade them for perks like a free bottle of wine. The goal is simple: spark conversation, not notifications. Because the most memorable connection at dinner isn’t Wi-Fi, it’s human.
Seeking Human Connection: In a world of endless connection yet growing disconnection, people are craving something real. As life becomes more digitized, the irony deepens. We are constantly plugged in, but rarely present. Food is becoming one of the last true sensory sanctuaries — a deeply human experience that cannot be scrolled past or automated.
Basic human interactions, like calling a restaurant to make a reservation are now filtered through chat. And customer service AI is everywhere: the airlines, Sephora, Amazon, the bank. As digital fatigue sets in, people feel increasingly alone, unseen, and unheard.
Food offers more than nourishment. It carries identity, nostalgia, and the quiet comfort of connection. For solo diners, it brings ritual and care. For younger generations, it creates space for intimacy and belonging.
In a time when AI shapes much of what we see and hear, authenticity matters more than ever. Consumers buy into people and purpose, not just products. Brands that feel human earn trust, loyalty, and lasting connection.
Register for Mattson’s 2026 Macro Movements & Tipping Trends webinar here: https://forms.gle/7UAUijnftKNqEdx96
About Mattson
Summaries prepared by Mattson executives Barb Stuckey, chief new product strategy officer; Emily Auerbach, innovation manager; Gina Hampe, senior innovation manager; Amanda Sinrod, senior food technologist; and Libby Christopoulos, senior design manager.
Mattson is a food and beverage innovation firm with offices in Silicon Valley and Chicago. Over nearly 50 years in business, Mattson has helped hundreds of emerging and established food and beverage brands navigate the innovation process. Reach out to Contact@Mattsonco.com for more information.
