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

Wellness is no longer only about removing unhealthy habits. A new generation of consumers wants to go out, drink, indulge and enjoy social occasions while finding ways to reduce what happens afterward. The rise of pre-alcohol and hangover-support products shows how Optimization is moving into indulgence itself: consumers increasingly want the fun, but they also want to feel good enough to work, exercise and get on with life the next day. Why Everyone Is Talking About It: Cons

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