Consumers prioritise affordability and health

In 2026, European consumers are increasingly balancing their budgets against a conscious lifestyle. Major forces, such as socio-demographic shifts and the political and regulatory context, are forcing households to make tough decisions. At the same time, there is a growing demand for nutrition that supports both physical and mental well-being. Companies that offer transparency and provide provable health benefits are gaining the trust of the critical customer.

Focus on value and sustainability

After health, price has become the most significant driver for dietary changes. Due to rising inequality and economic pressure, 8.5% of Europeans cannot afford a high-quality meal every other day. The microtrend 'every meal counts' is causing a shift towards affordable, nutrient-dense products. Under the banner of 'sustainability and environmental pressure', consumers expect brands to take the lead by, for instance, committing to the microtrend 'from trash to treasure'. Tackling food waste has become a consistent priority for the modern consumer.

Technology and personalised nutrition

The megatrend 'technological and digital adoption' is transforming the way we eat and shop. The microtrend 'putting the me in meals' shows that younger generations are open to nutritional advice via apps. This technology makes it possible to tailor meals to individual needs. Significant movement is also visible within the microtrend 'pondering protein'. Consumers are seeking a balance between tradition and innovation in their protein choices. Furthermore, the microtrend 'food on the mind' is driving a growing demand for products that support mental health.

Transparency as the foundation of trust

Tomorrow’s consumer demands hard facts instead of vague promises. Within the microtrend 'farm to fact', there is a strong call for clean labels. While general trust in institutions remains modest, farmers score high on integrity. Producers must therefore invest in the microtrend 'action through alternatives' to maintain credibility through recognisable ingredients. Moreover, due to the microtrend 'transforming the eating experience', food is increasingly becoming an interactive and personal experience. Honest stories about the origin of food are becoming the new industry standard.

Eitfood.eu

Photo: (c)LADO/Shutterstock