Grocery shopping in 2026 is shifting. Inflation and health concerns tied to food are still present, but consumer attitudes are evolving. Recent research from Cargill shows that shoppers are beginning to seek out products not just to avoid negatives, but to embrace positives.
In the past, many consumers reacted to negative messages about food by opting out completely. This led to a surge in products advertising “no additives” or “low sugar.” However, now shoppers are turning to products that give them more of what they desire. They’re looking beyond good versus bad and considering the actual benefits and implications of their choices.
This mindset shift means brands must present their offerings in new ways. Instead of just saying “less sugar,” they should highlight the functional benefits and emotional connections their products provide. According to Keith Albright from Cargill, today’s consumers are focused on wanting more—more quality, more taste, and more experiences from their food.
Changing Attitudes
People are reevaluating what “good” means. Albright describes it as a teeter-totter. Historically, the scale tipped toward the negatives associated with food. But now, with more information, there’s a shift towards the positives. Consumers are taking time to research products, weighing health concerns against enjoyment and experience.
Interestingly, one in four consumers now actively choose foods that enhance their nutrition. Popular benefits include promoting heart health and improving energy. Protein and fiber are becoming sought-after ingredients, but there’s room for diverse options that cater to women’s health and gut health.
Redefining Indulgence
People are also redefining what indulgence means. It’s no longer just about splurging without guilt. Research shows 89% of consumers indulge at least weekly, with 47% viewing indulgent snacks as part of a balanced diet. When they treat themselves, they seek comfort and sensory satisfaction. They want indulgent foods that can boost their spirits or create memorable experiences.
Financial considerations also play a role. Consumers want to feel justified in their spending and expect higher standards from the products they choose. This means that brands need to demonstrate clear value.
Experiential Eating
Shoppers are willing to pay more for food that offers elevated experiences. This trend goes beyond taste. For example, people may choose a product that highlights a different culture or enhances a familiar dish with new flavors. They often seek experiences in restaurants that they later want to recreate at home.
The New Shopping Landscape
Despite this willingness to spend, Cargill’s research suggests that expense still matters to consumers. They often find themselves making trade-offs in their budgets, creating a divide in the market. Brands delivering mediocre products may struggle as consumers favor either high-quality offerings or more affordable options. Albright warns that those in the middle may find it tough to compete.
Implications for Brands
As consumers become more intentional about their choices, brands have the opportunity to adapt. Clear communication about the benefits of products is crucial. Instead of relying solely on promotions or “no” claims, brands should focus on storytelling that engages and resonates with consumers.
This ongoing shift in consumer thinking is not just a passing trend; it could reshape the grocery landscape significantly moving forward. Understanding these nuances will be key for brands aiming to thrive in this new era.
For those interested in delving deeper into evolving consumer trends, listening to episodes of the FoodNavigator-USA’s Soup-To-Nuts podcast can provide valuable insights into innovations and market dynamics that are shaping the future of grocery shopping.
