Consumers are dealing with stress, financial pressure and uncertainty. This directly affects the way they eat. Innova Market Insights outlines five clear consumer trends for 2026. For the Dutch food industry, these trends offer many opportunities to align product ranges, innovation and communication more closely with what people need right now.
Social moments are shifting. Less formal, less focused on evenings. Fifty-nine percent prefer accessible get-togethers, often at home, in hospitality settings or outdoors. Coffee shops show striking growth: their role has become 22% more significant, especially among millennials, Gen Z and higher-income consumers. These places function as “third spaces” where connection, relaxation and community come together. For the industry, this opens doors: products that suit informal at-home gatherings, quality snacks for hospitality, alcohol-free options and small artisanal items that support social eating.
People choose personal downtime more deliberately. One in three consumers turns to me-time to reduce stress, and 29% link it to a food or drink moment. Many stay home more often to treat themselves, something a trendspotter describes as follows: “Rather than going out for drinks or karaoke with friends, [consumers] now prefer to spend quality time at home.” For the industry, this creates clear space for products or experiences that support me-time, such as premium treats for home or easy meals that fit a quiet evening. Brands can stand out by tapping into this personal moment.
Long-term health is gaining importance. Consumers are particularly concerned about sleep, weight and energy, and 57% actively take steps to improve their energy levels. Younger generations focus on preventing illness and staying energetic. Gen X and Boomers pay more attention to mobility, physical fitness and a sharp mind.
The market moves between scientific approaches and traditional systems such as Ayurveda (an Indian health philosophy centred on balance) and Traditional Chinese Medicine (TCM), the traditional Chinese medical system. According to Innova, brands have opportunities here to offer “holistic solutions” that support mental and physical energy at the same time.
AI and digital tools are becoming part of everyday life at a rapid pace. Thirty-six percent have a positive view of AI and 57% want to improve their skills in using it. In food and beverage, technology assists with meal preparation, nutritional analysis and personalised advice. There are apps that support meal tracking and recipe tools that generate ideas based on ingredients already at home. For the industry, Innova outlines a clear opportunity: brands can use this technology as a tool to make things easier and provide inspiration.
Many consumers want simplicity. Twenty-nine percent feel motivated by their mental health to streamline their lives, while 31% seek calm in nature. Healthy choices can create extra pressure, which makes products offering clarity, convenience and reassurance increasingly important. Innova highlights meal kits as an example of a food experience that provides this. And that is exactly where the industry finds an opening: brands that offer simplicity can help consumers reduce stress around mealtimes.
Source: Innova Market Insights
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