.jpg)
Protein will remain a wellness powerhouse in 2026, according to Lu Ann Williams, global insights director at Innova Market Insights, The Netherlands. Globally, three in five consumers are actively including more protein in their diet, per the Innova Trends Survey 2026.
Over the past year, milk and milk drinks ranked as the number-one product with protein claims that consumers said they had purchased. (Great job marketing this powerhouse nutrient!) But protein will not be enough this coming year. It’s all about protein and at least one health claim, an attribute that has experienced noteworthy growth in food and beverage launches this past year.
Williams believes the biggest opportunity is marketing weight management with new protein-centric innovations, a claim that has increasingly started to appear this year on product introductions. While this may have been fueled from the rise in popularity of GLP-1 weight loss medications, the claim resonates with non-users as well.
To supporting any weight management claims, many marketers will be leaning into the “plus-one” being fiber. Like protein, fiber satiates. It also supports gut health.
“Consumers increasingly see gut health as the gateway to holistic wellness, sparking demand for benefits across body and mind,” said Williams. “Consumers globally see a strong connection between gut health, weight and stress. They are increasingly turning to functional ingredients like probiotics and prebiotics to address benefits across the body and mind.”
These are Innova Market Insights’ top-two food and beverage trends for 2026. Dairy foods owns both categories.
This week, Midwest Yogurt Inc., a division of Lactalis USA, Minneapolis, rolled out its first line extension in the :ratio line since acquiring Generals Mills’ yogurt and cultured dairy business.
New :ratio Pro-Fiber is a functional dairy snack that provides 20 grams of protein, 10 grams of fiber and zero grams added sugar. Formulators stacked two fiber ingredients—soluble corn fiber and chicory root fiber—into the product. The product comes in Blueberry, Lemon Meringue, Piña Colada and Vanilla flavors.
“Protein and fiber are two of the most top-of-mind nutritional macros for consumers,” said Shea Allred, head of North America sales at Midwest Yogurt, “With :ratio Pro-Fiber able to deliver on both, we’re seeing lots of excitement from retailers.”
The Protein Plus-One trend is booming in the shelf-stable, ready-to-drink dairy protein beverage space.
I wrote about this trend for Food Business News. You can read more HERE.
This trend is very noticeable at Costco. Just a little more than a year ago, Failife’s Nutrition Plan and Core Power drinks were the sole ultra-filtered milk shakes sold at the club store in the ambient nutritional beverage aisle. Then Nurri entered the scene, as an exclusive to Costco.
Today, Premier Protein also has a very strong presence. And plant-based brand Orgain now plays in this space with the introduction of Orgain Milk Protein Shake. Water is the first ingredient in this shelf-stable beverage, followed by milk protein isolate and milk protein concentrate. One 11-ounce box contains 160 calories, 3 grams of fat, 2 grams of fiber, 1 gram of sugar (no added sugars) and 30 grams of protein. The beverage is sweetened with monkfruit and stevia.
The shakes are marketed as delivering all nine essential amino acids and naturally occurring branched chain amino acids “to help stimulate optimal muscle protein growth and to repair and rebuild muscle fibers.” A box of 18 sells for $29.99 at Costco.
Following are the other top-eight food and beverage trends for 2026 from Innova. Williams said that “an emotional lens is shaping the trends. Formulators are designing for how people feel.”
Trend 3: Layers of Delight
“Indulgence is evolving into a multi-dimensional experience; elevating the moment and mood and combining sensory richness with wellbeing,” according to Williams. “Both familiar sensations and novel inventions win indulgent seekers.” This includes elevated flavors and textures and products that provide permission to indulgence.
Trend 4: Beverage with Purpose
According to Innova’s consumer research, beverages are leading innovation in wellness, as consumers are increasingly favoring products for hydration, convenience and functional boosts. The global food and beverage market has seen a +18% CAGR growth in new launches with hydration claims, and dairy-based products are being perceived as healthy snacks. This trend highlights the role of beverages in delivering health benefits to consumers.
Trend 5: Authentic Plant-based
This trend reflects the evolving perception that consumers have toward plant-based foods. When selecting from protein options, 40% of global consumers point to “natural or minimally processed” as a key consideration. Consumers are embracing natural plant proteins for their added benefits, underscoring how plant-based is shifting from imitation to nutrition.
Trend 6: Made for Moments
Occasion-based innovation—think products for specific dayparts, seasons and life stages—is expanding through diverse formats in snacks, fresh meals and single-serve offerings.
Trend 7: Worth Every Bite
“With economic pressures rising, affordability and accessibility are becoming key drivers of loyalty and choice,” said Williams. “Shoppers prefer simple, straightforward foods and are prioritizing foods that feel familiar and safe. Private label continues to be a strong solution.”
Trend 8: Mind Balance
According to consumers, stress is the top mental health area that they seek to improve. As a result, consumers are turning to natural food and beverage solutions for energy, brain health and stress relief. Comfort foods and drinks also help ease stress and rekindle joy.
Trend 9: Crafting Tradition
“Food heritage is driving choice by offering comfort, identity and authenticity in uncertain times,” said Williams.
Trend 10: Justified Choices
Sustainability remains a tiebreaker. It wins when it feels tangible, transparent and truthful. “Consumers are more acceptable of premium prices for sustainable products when brands demonstrate support for local farmers and communities, environmental protection, sustainable packaging and improved product quality or taste,” said Williams.
Dairy complements all 10 trends. This is the era of dairy. Get busy in this space.
No comments:
Post a Comment