When it comes to trends, we believe that – for the most part, at least – they’re pretty obvious. You don’t need us to tell you that protein’s still big and GLP-1 is everywhere. Instead, we’re going to look at the dynamics behind the active nutrition category to understand why something is trending and consider how products are being developed within that context.
The trends we’re predicting for 2026 aren’t just about new products or ingredients, they’re about understanding the moments, routines, and experiences that shape consumer behaviour. The opportunities we’re seeing lie in reframing the familiar and thinking about how to create products that truly fit into consumers’ lives. Introduction
Because the challenge, for all of us, is that there’s a lot going on. New products are hitting websites and social media feeds faster than they’d ever hit physical shelves and algorithms bombard you with 20 different products if you happen to linger on one relevant post.
Throughout this whitepaper, we’ll explore examples of products and brands that are successfully cutting through this noise. In doing so, we’ll bring each trend to life and help you understand how you can create solutions that combine function with experience, address real-world needs, and offer something that consumers can rely on every day.
