News and Insights
The trends shaping the food and beverage (F&B) industry in 2026
December 1, 2025
In this blog, you will learn:
- How cultural shifts, digital influencers and economic pressures are reshaping consumer behavior across the food and beverage sector
- Which emerging food and drink trends are defining the current F&B landscape including viral dining, conscious consumption and the alcohol-free movement
- What the future holds for the F&B sector – with a forward look at the trends expected to shape 2026
The F&B industry is moving faster than ever. From the era of viral dining to shifting cultural attitudes around alcohol, today’s food and beverage industry is defined by rapid behavioral change, economic pressure and the power of digital influence. Understanding food market trends is mission-critical for shaping strategy, protecting reputation and engaging consumers whose habits evolve on a monthly basis.
Trends and macro shifts reshaping the F&B sector
The viral dining era
Social media has redefined the food experience. TikTok, Reels and YouTube shorts now act as search engines, with restaurant critics and trend setters. Viral dining is shaping hospitality demand. Creators and influencers cause instant spikes in restaurant reservations, while global stars dictate product discovery and purchasing behavior. It’s a powerful reminder that influence starts with culture. From big names to micro influencers, these tastemakers are driving real-world action.
The changing relationship with alcohol
There has been a shift away from alcohol in the younger generations. Nearly half (43%) of young people and one in three (32%) middle-aged British people are reportedly going alcohol free altogether. This shift represents one of the most significant beverage trends in a generation, pushing the industry to rethink product innovation, community building and messaging. Low and no alcohol is no longer niche; it is mainstream, cultural and generational.
Through this change, functional drinks have gained ground within the F&B landscape, with key topics like hydration, gut health, mood support and energy regulation trending within the space.
Conscious consumption
In the UK, conscious food and drink consumption is evolving at a high speed, which is driven by health, ethics, sustainability and the pressure of the cost-of-living. Whether it’s reduced alcohol intake, a rise in plant-based eating or scrutiny over sourcing, consumers are re-evaluating what they buy and why. Consumer purchases are increasingly aligned with their values, and they expect brands to demonstrate real impact across sustainability, sourcing and community. McKinsey & Company highlights five key trends including consumers leaning more locally over globally.
The ‘lipstick effect’
Even amid economic instability, people still crave small luxuries. The ‘lipstick effect’ is alive and well within the F&B sector, driving demand for premium but accessible food and drinks. This is less about indulgence and more about an emotional reward.
Consumers want comfort that doesn’t derail their health or budget. This goes along the lines of premium cold drinks, limited edition items, elevated desserts and nostalgic flavors.
Unpredictable moments dominate the cycle
The rise of ‘Micro-Virality’ and ‘Social Listening’ shows just how fast trends can explore and fade online, meaning what’s niche today can reach mass awareness very quickly. As a result, many brands now utilize agility as a crucial tool as well as real-time listening and rapid content experimentation to be able to strike when the opportunity arises.
Strategies that matter in today’s F&B industry
The F&B sector requires a balanced blend of purpose, insight, creativity and agility. Today’s consumers increasingly expect brands to demonstrate genuine social and environmental values, making purpose-driven and ESG-led storytelling essential for building trust and long-term brand affinity. These initiatives don’t just support reputation but differentiate brands in a competitive market.
Additionally, technology is also reshaping communication practices and now with AI embedded across one’s day-to-day from both a creative and production perspective, it has the potential to produce content at a high rate; however, it often lacks the human touch that remains fundamental. Emotional intelligence, cultural awareness and narrative sensitivity cannot be automated, and brands that are able to combine AI with human creativity often deliver the strongest work.
Finally, the most impactful F&B campaigns adopt a multi-channel, digital-first approach. Collectively, we need to think about campaigns in a more dynamic way across traditional media, social platforms, influencers, paid media activity and experiential moments. When executed cohesively, these interconnected touchpoints can amplify reach and deepen engagement, which will help brands stay competitive in the ever-changing food and beverage landscape.
A look ahead to the food and drink industry in 2026
Looking ahead to 2026, the food and beverage industry is set to be shaped by a desire for balance and purpose-led innovation, as consumers move away from extremes and toward products that offer both meaning and memorable experiences. These shifts signal the need for context-rich storytelling connecting products to lifestyle, emotion and cultural relevance. Ultimately, 2026 will reward F&B brands that blend smart indulgence, authentic purpose and cultural agility.
Contact us if you have any questions or are interested in learning about FINN Partners’ work in the consumer and lifestyle sector.
FAQs
- What are the biggest trends in the food and beverage industry right now?
Key trends include conscious consumption, viral dining culture, the alcohol-free boom and the rise of permissible indulgences – which are explored above. - How can brands stay ahead of unpredictable food and beverage trends?
By embracing agility, reactive PR, data-driven insights and culturally relevant content. There are many tools available that allow brands to respond quickly and meaningfully to the ever-shifting consumer. - What does ‘conscious consumption’ mean for food and beverage brands?
Conscious consumption reflects consumers’ growing desire to make choices aligned with their values around sustainability, ethics, wellness and affordability.
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