Food Trends In 2026

Functional, healthy and sensorial – with a touch of retro: For its annual outlook, the Lebensmittel Zeitung (LZ), Germany’s leading trade publication for retail and consumer goods, interviewed top food experts. The results show clear shifts in how consumers will eat with regards to food trends in 2026.

1. Food as an expression of identity

Food increasingly reflects personal identity. Consumers choose products that not only support health or sustainability but also signal who they want to be. The former “Planetary Health Diet” mindset is giving way to a new question: “Is this product good for me?”
Terms such as gut health, skin food and longevity are becoming mainstream.

2. Healthy speed: functionality made easy

Fast‑paced lifestyles drive demand for simple, intuitive functional products. Consumers want health benefits without extra effort – while still seeking small moments of indulgence as emotional relief in their daily routine.

3. Protein matters – but the peak has been reached

High‑protein products remain strong, but experts expect a shift away from “protein maxxing” towards more diverse functional ingredients, including collagen, biotin, zinc and creatine.

4. Gut health in focus

Demand for pre‑ and probiotics is rising. Fermented foods and gut‑friendly soft drinks are moving from niche channels into the mainstream and becoming part of everyday consumption.

5. Alcohol‑free and plant‑based mature

Alcohol‑free wines, sparkling wines and aperitifs are becoming independent beverage categories with distinct flavour profiles.
Plant‑based foods, meanwhile, move beyond imitation and develop into confident, standalone plant categories, with mushrooms and microalgae playing a bigger role in product development.

6. Matcha

Matcha remains a strong green‑food trend, with more snacks, drinks and cosmetic products entering the market and reinforcing its lifestyle appeal.

7. Food for all senses

Consumers seek global flavours, new textures and surprising mouthfeel. The swicy trend (sweet + spicy) is growing across snacks and desserts. Visual appeal – colours, 3D effects, layered textures – is becoming more important across categories.

8. Nostalgia & retro

Retro flavours and traditional preparation styles return as sources of comfort and familiarity, updated to meet modern expectations.

9. Social media accelerates food trends in 2026

Highly visual products – colourful drinks, unusual textures, global flavours – spread quickly online and influence especially younger audiences.

These trends are shaping the future of food consumption in Germany and offer manufacturers strong opportunities for innovation, differentiation and growth.

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