Global consumers feel they're living through ongoing uncertainty, influencing daily choices and long-term plans. FMCG Gurus' latest research identifies ten trends defining 2026, with the first five outlined here.

Unbalanced Harmony

Fifty-seven percent of global Generation Z consumers state that they sometimes feel the world is changing at too fast a rate. This feeling of being overwhelmed by rapid societal change is prevalent across all demographics, but especially Generation Z.

Rising concerns about global conflict, personal finances and shifting cultural norms are driving worries about the macroeconomy. This is pushing consumers toward trusted brands, familiar flavours and products that remind them of simpler times. In 2026, nostalgia, comfort and perceived authenticity will play a powerful role in purchasing decisions.

The GLP-1 Effect

Sixty-nine percent of global consumers state that they would be interested in buying a food or beverage that stimulates GLP-1 hormones in a natural way. Many consumers are already using GLP-1 medication and nearly half want to lose weight.

Perceptions of GLP-1 are polarised, from enthusiasm around rapid results to concerns over dependency, safety and side effects. This will create two growth pathways for brands: products that naturally stimulate GLP-1, and nutrient-dense food and drink designed to support users during and after medication.

Wellness Reclaimed

Forty-five percent of global consumers say they worry about their physical health, whilst 44% worry about their emotional health. Consumers are increasingly aware that day-to-day habits directly impact longevity, yet many feel their physical and emotional health is suffering.

Heart health, digestive wellness, sleep and stress management are top concerns. Rising barriers such as financial cost, time scarcity and stress are making healthy living feel more difficult. There is expected to be increased demand for simple, natural, affordable solutions that deliver noticeable results. Brands need to help consumers regain balance rather than overwhelm them with complexity.

Proof Over Promise

Fifty-eight percent of global consumers state that over the past year they have been more attentive to the ingredient lists on the food and drink products they buy. Consumers are scrutinising how food is formulated, processed and sourced.

Concerns around ultra-processed foods, hidden ingredients and supply chain strain continue to build. With many believing brands prioritise profit over people, authenticity and transparency are no longer optional. Companies that clearly communicate sourcing, processing and sustainability, as well as real responsibility, will be best positioned to retain trust.

Tempted by Taste

Out of consumers who say they find traditional and nostalgic food flavours appealing, 51% say this is because they find these flavours indulgent. In a world defined by stress and financial caution, consumers are turning to small moments of indulgence for emotional relief and a sense of escapism.

Traditional and nostalgic flavours are gaining popularity, with over half of consumers using snacks for comfort at least some of the time. As spending on foodservice declines, people are trading up on premium at-home treats that deliver restaurant-quality enjoyment at everyday prices.

The full research, including five additional trends, is available at fmcggurus.com/top-ten-trends-for-2026-trend-digest.