2026: A New Era of Accessible Nutrition

The Future of Nutrition: FrieslandCampina’s Vision for 2026

As we look ahead to 2026, FrieslandCampina Ingredients has unveiled their sixth annual trends report, highlighting a pivotal shift towards accessible nutrition. The upcoming year is expected to revolutionize the way consumers approach their dietary choices and health goals.

The Protein Trend Continues to Evolve

In 2025, protein took center stage, capturing the attention of health-conscious consumers and manufacturers alike. However, FrieslandCampina emphasizes that the focus will intensify in 2026. Product developers will need to fuse protein with functional ingredients to deliver holistic wellness experiences. This is particularly important for younger demographics—specifically Generation Z and millennials—who are increasingly seeking foods that provide more than just basic nutrition.

According to the report, a striking 50% of these younger consumers actively pursue brands that prioritize not just protein, but also fiber and gut health benefits. Manufacturers are encouraged to innovate in protein-centric products, ensuring they meet this growing demand for multifaceted nutrition.

The Rise of GLP-1 Users

Another significant trend impacting the food and beverage industry is the increasing use of GLP-1 medications. Current statistics reveal that around 23% of U.S. households include someone utilizing these medications, with projections suggesting this figure could rise to 35% by 2030.

These consumers are experiencing a shift in their eating habits, leading to fewer meals and smaller portion sizes, all while keeping cravings in check. For manufacturers, this represents a unique opportunity: developing products packed with essential nutrition, such as protein-enriched bars and shakes, tailored to meet the specific needs of GLP-1 users.

Shifting Priorities: From Lifespan to Healthspan

As we move into 2026, consumers are increasingly prioritizing "healthspan" over lifespan—focusing on prevention rather than cure. This shift represents a marked change in dietary habits, with many opting to incorporate functional foods like yogurt and protein-rich snacks into their daily routines. This trend reveals a desire for nutrition that not only sustains but also evolves with individual lifestyle needs.

Fiber: The Next Superstar Nutrient

While protein continues to reign supreme, FrieslandCampina highlights that fiber is set to become the next buzzword in the food and beverage landscape. Recent consumer behavior shows that social media is a driving force behind this trend. The phenomenon of “fiber-maxxing” is gaining traction, with users keen to showcase their fiber-rich diets in pursuit of better gut health.

Report findings indicate that about 54% of global consumers associate fiber with digestive health, with 20% actively looking to increase their fiber intake over the past year. This growing awareness around fiber not only underscores its importance but also sets the stage for innovative food products that promote digestive wellness.

The Emergence of Functional Beverages

Consumers are increasingly moving beyond traditional hydration methods, seeking beverages that offer more than just water. The report identifies a trend titled "soft drinks, hard benefits," predicting a rise in exciting functional beverages.

We can expect to see a variety of innovative drinks that combine flavor with functionality, such as clear protein waters to help with recovery, sparkling prebiotic sodas for gut support, and vitamin-infused beverages aimed at refreshing and energizing consumers. This trend suggests a move toward more vibrant and health-oriented options in the beverage aisle.

The Intersection of Technology and Nutrition

Floor van de Horst, global marketing director of performance and active nutrition at FrieslandCampina, states, “Two thousand twenty-six marks a turning point for the nutrition landscape, ushering in a new era of more accessible health.” Technology, particularly artificial intelligence and social media, is facilitating a more personalized approach to nutrition.

The report insists that the most successful brands will be those combining science, technology, and innovation to deliver valuable nutritional solutions tailored to individual consumer needs. As accessibility increases, so do consumer expectations—underscoring the importance of trust in food and nutrition products.

The trends emerging from FrieslandCampina’s report indicate a future where nutrition is not only accessible but also aligns with the evolving priorities of health-conscious consumers. Manufacturers will need to adapt swiftly to meet these demands, setting the stage for a new era of holistic health and wellness.