Trend: Wellbeing. Younger consumers are not necessarily turning away from wellness — they are changing how they want to access it. Protein is moving beyond powders and bars into cereal, coffee, chips, pasta, mac and cheese and even soda, turning everyday food and drink into potential sources of functional benefits. The emerging Functional Foodification trend reflects a pragmatic approach to wellbeing: instead of adding another health routine, consumers increasingly want funct

Technology keeps getting smarter, but consumers are still prioritising something much simpler: products that perform their core functions better. While smartphone brands push AI, foldable designs and new features, US consumers say price, longer battery life and more storage are the strongest reasons to consider upgrading. It reflects a broader Functionality trend in which consumers increasingly judge innovation not by how much technology can do, but by how effectively it solv

Consumers still want protein, but increasingly they don't want to consume it through products that look, taste and feel like traditional sports nutrition. Clear protein sodas such as Feisty show how functional nutrition is moving from powders, shaker bottles and gym culture into refreshing drinks designed around flavour, fashion and everyday enjoyment. As protein becomes mainstream, the opportunity is shifting from creating more protein products to putting protein into produc

Peanut butter is returning as consumers combine nostalgic comfort with protein-rich everyday nutrition. The Evolution of Food: Peanut Butter Is Becoming a Modern Super Staple Peanut butter is making a remarkable comeback as one of 2026's most versatile food ingredients. Once viewed primarily as a childhood favourite, it is increasingly appearing in protein snacks, smoothies, desserts, breakfast products, beverages, and functional foods. Its renewed popularity reflects changin