The 2026 Food & Drink Conference in London made one thing unmistakably clear: the consumer landscape is evolving faster than ever, and brands can’t afford to stand still.
Across sessions from Club Soda, Pilgrim’s, Tate & Lyle, Carlsberg/Britvic, Holland & Barrett, Kerry, PepsiCo, Compass, Elior, Domino’s, and Bidfood, a consistent narrative emerged: modern consumers are more selective, more informed, and more contradictory than ever before.
Here’s what you need to know.
Deep Dive into the 2026 Mindset
Club Soda | Pilgrim’s
The structure of “occasions” has fundamentally changed. Whether it’s grabbing a matcha at 1am in Soho or treating a Friday night on the sofa like a night out, consumers are redefining when and why they spend.
As Club Soda put it: “Alcohol is no longer the star of the show.” Instead, the focus is on the overall experience, taste, quality, and emotional payoff.
Key shifts shaping this mindset:
- Consumers refuse to compromise, health must still taste good
- “Staying in” has become an elevated occasion worth investing in
- Treat culture is thriving, even amid financial pressure
- Packaging remains a critical conversion lever at shelf
Generational change is also accelerating this shift. Gen Z and Gen Alpha are actively moving toward alcohol-free lifestyles, not just substitutes, but entirely new social habits. Meanwhile, the UK continues to lead globally in food and drink innovation, particularly in non-alcoholic and functional categories.
The message for brands is clear: innovate, but stay anchored in your core. Move too far from your proposition, and you risk losing the very reason consumers choose you.
The New GLP-1 World
Tate & Lyle
The rise of GLP-1 medications is reshaping food consumption, and not just for those using them. With 1 in 10 consumers already on GLP-1 (a number expected to rise), shopping habits are shifting at a household level.
GLP-1 users are eating less, but expecting more from every bite.
This has led to:
- Increased demand for protein and fiber-rich foods
- Heightened scrutiny of ingredients and processing
- A growing “food as medicine” mindset
Yogurt, for example, is thriving; nutrient-dense, filling, and aligned with these needs. At the same time, affordability remains critical, particularly as consumers are already investing heavily in medication.
However, there’s a major gap. The out-of-home sector is still lagging behind, with limited options that cater to lower calorie, high-nutrient requirements. If this doesn’t change, it risks reducing occasions altogether.
This isn’t a short-term shift, it echoes the early days of the alcohol-free movement. Brands that respond early will define the category.
Monetizing Emerging Trends
Carlsberg/Britvic | Holland & Barrett | Kerry
Where trends are born and amplified on social media, speed is everything, but so is strategy.
The distinction is simple:
- Short-term trends: act fast or miss out
- Long-term trends: require investment and alignment with real consumer needs
As Kerry highlighted, “the pace of innovation has never been so fast.”
But not all trends are created equal. Fiber is a need; matcha is a want. Understanding this difference determines whether a trend has longevity.
Other key considerations:
- Global trends don’t always translate locally, taste research is essential
- Social media doesn’t just promote trends, it creates them (e.g. pistachio, matcha, “Dubai chocolate”)
- AI will play a growing role in mapping flavor trends and predicting demand
Importantly, intuition still matters. As seen with brands like Pret A Manger, breakthrough ideas often start with gut instinct, not data.
Above all, change is constant, and consumer behavior remains unpredictable.
Redefining Fiber & Protein
Compass | Quaker Oats (PepsiCo)
Food is no longer just fuel, it’s expected to deliver functional benefits, convenience, and enjoyment simultaneously.
The protein boom continues, but it’s evolving:
- New formats like clear whey and collagen drinks are expanding accessibility
- Supplements are entering the mainstream
- Fiber is emerging as the next major frontier, particularly in drinkable formats
With GLP-1 accelerating nutrient prioritization, density matters more than ever. Retailers like M&S and Co-op are already responding with nutrient-focused ranges.
However, brands must tread carefully when communicating benefits. As Quaker Oats highlighted, overloading packaging with claims dilutes impact.
Less is more: focus on the claims that matter most.
Who Really Is the Shopper?
Carlsberg/Britvic
They want to moderate and indulge. They seek value but crave premium. They demand innovation, yet expect consistency.
Consider:
- Guinness 0.0 delivering indulgence without compromise
- Limited editions like J2O Glitterberry driving anticipation and excitement
- Tango’s sours range attracting attention, then reinforcing core brand loyalty
The takeaway? Innovation should create momentum, not distraction. Your role is to bring consumers into your brand ecosystem, then keep them there.
Selling Trust: The Commercial Power of Marketing
Elior UK
As consumers become more informed, trust becomes a powerful differentiator.
But there’s confusion to navigate:
- “Healthy” means different things to different people
- “Functional” doesn’t always mean healthy, and vice versa
Social media continues to blur these definitions, often misleading consumers. This creates an opportunity for brands to step in with clarity, honesty, and transparency.
The winners will be those who communicate benefits simply, and credibly.
How Domino’s Sees 2026
Domino’s
With household finances under pressure (35% reporting worsening conditions), Domino’s is adapting rapidly.
Their response shows what effective, commercial innovation looks like:
- Iconic collaborations (e.g. Cadbury Crème Egg) to drive buzz
- New formats like “Chick n’ Dip” tapping into takeaway culture trends
- Health-conscious options such as sub-400 calorie pizzas
Crucially, many of these innovations come without added operational cost, demonstrating that innovation doesn’t always require complexity.
Their Domichef platform also highlights the value of grassroots innovation, empowering franchisees to shape the future menu.
2026 Food & Drink Trends
Bidfood
Backed by NielsenIQ data from 2,000 UK adults, Bidfood’s insights reinforce several clear themes:
- Consumers are still eating out, but seeking comfort, tradition, and adventure
- Shared experiences are rising, platters, group dining, and social occasions
- 59% eat out for a sweet treat, fuelling the dessert boom
- 47% are actively reducing ultra-processed foods
- 48% have tried nutrient-dense products
A growing “foodie” culture (53% of respondents) is driving demand for global flavors and unique dining experiences, often inspired by social media.
Final Thought: Selectivity is the New Loyalty
If there’s one overarching takeaway, it’s this: consumers aren’t simpler, they’re more selective.
They are balancing indulgence with wellbeing, demanding value without sacrificing experience, and open to innovation, but grounded in trust.
Brands don’t need to chase every trend. Instead, they need to show up meaningfully in the moments that matter, with products that deliver on both expectation and experience.
Because in 2026, great brands don’t just follow behavior, they shape it.