Page 31 - FoodFocusThailand No.238 January-February 2026

SPECIAL REPORT REPORT
SPECIAL

EXPLORE THE 10 TRENDS SHAPING

THE FOOD AND BEVERAGE

INDUSTRY IN 2026

The Innova Market Insights top food and beverage trends for 2026 reflect a combination of factors influencing
food and beverage product innovation in the coming year– health benefits, pleasure, environmental concerns,
and affordability. While the top trends for 2026 showcase the enduring and growing importance of protein and
digestive health, other health benefits, along with indulgence, care for the planet, and product pricing also matter
to consumers around the world.

In Innova’s 360 approach to trends forecasting, global forces, in their diet. They seek out milk and milk drinks, which they
macro trends, health and lifestyle trends, consumer trends, and consider to be the top subcategory of products that carry a
food and beverage innovation have an interdependent impact protein claim, as well as other sources of protein.
on which food and beverage products are likely to appear Label claims benefits such as muscle support and support
and thrive on grocery shelves. Innova gathers information for of those on GLP-1 anti-obesity medications enhance product
its annual trends forecast through ongoing consumer trends appeal to targeted groups of consumers looking for specific
research along with real-time tracking of thousands of new benefits. Nuances in protein positioning claims such as
food and beverage launches. Innova Top 10 Trends 2026 is complete protein, essential amino acids, muscle repair and
the highly anticipated roadmap for consumer packaged goods recovery, muscle strength, and muscle building serve to
(CPGs, FMCGs) in the coming year. differentiate protein-rich products in an increasingly competitive
and crowded marketplace. Watch for communication of benefits
by protein source, for example, essential amino acids from
Powerhouse Protein Protein trends have endured whey protein for muscle growth and recovery post-workout.
over the past several years and show no sign of slowing
down. The relationship between protein and wellness is Gut Health Hub Consumers can feel when their gut
indisputable. Innova’s food and beverage trends research is healthy, and they recognize gut health as the gateway
indicates that consumers want protein in different forms and to holistic wellness. In the eyes of the consumer, gut health
for different occasions to support their overall health. The most drives health of the entire body, as well as the mind. Consumer
recent Innova consumer trends research shows that at least research from the Innova Trends Survey 2025 shows that
half of consumers globally actively work to increase the protein over half of consumers globally link gut health to overall health.

JAN-FEB 2026 FOOD FOCUS THAILAND 31

12/1/2569 BE 15:01
27-32_Special Report_Innova.indd 31 12/1/2569 BE 15:01
27-32_Special Report_Innova.indd 31