“More per bite” will shape food and beverage innovation in 2026

Wellness has become a lifestyle

In 2026 and beyond, wellness isn’t just a trend, it’s a guiding principle for everyday decisions. Consumers are looking for natural, routine-friendly solutions that support health, energy, and mental balance. Nutrition has taken on a new role: it’s no longer just about fueling the body, but about actively supporting long-term wellbeing. In that sense, food is increasingly viewed as proactive healthcare.

This shift shows is spending, too. According to NielsenIQ’s global research (2025), over half of consumers say they are willing to invest more in better nutrition, self-care, and both physical and mental wellbeing.

Functional benefits are moving from the margins to the mainstream. Gut support, cognitive performance and recovery are becoming part of normal daily routines, not niche choices. FMCG Gurus’ 2026 trend report reveals that 44 % of global consumers worry about their emotional health. As a result, consumers increasingly expect products to deliver great taste and convenience—but also clear, meaningful benefits per serving.

Nutrition density: when portions shrink, value must grow

Over the past year, GLP-1 medications (e.g., Wegovy and Ozempic) have moved from an emerging phenomenon to a mainstream weight-management tool—at least in some regions. As appetite suppression reshapes eating patterns, some consumers are simply eating less: choosing smaller portions and paying closer attention to what each eating moment delivers. Retailers and brands are already responding with smaller pack sizes and clearer nutritional cues.

The implication is simple: when portions shrink, value must grow. Products are increasingly judged by what they deliver per serving: satiety, high-quality nutrition, and benefits that fit seamlessly into their busy lives, without sacrificing taste or convenience. This is driving demand for foods that combine nutrient density with multifunctional benefits in compact formats. IFIC’s 2025 Food & Health Survey (U.S.) confirms that while 54% of consumers prioritise healthfulness, a full 85% still rank taste as their top priority – underscoring that nutrition must never come at the expense of enjoyment.

At the same time, GLP-1 is not the whole story. Most consumers still prefer natural approaches to health and wellbeing, keeping the spotlight on familiar, nutrient-rich building blocks like protein and fiber. FMCG Gurus’ 2026 trend report shows that 44% of global consumers now prefer high-protein, low-sugar snacks as a strategy to manage appetite and nutrition. This aligns with Innova’s F&B Trends Report 2026, which finds that three in five consumers actively include protein in their diet.

Protein: the boom continues, but quality and functionality matter

The protein boom has shaped the food industry for years across snacks, drinks, dairy and ready meals, but it is now entering a new phase. As portions get smaller and satiety becomes more important, consumers don’t just want more protein. Increasingly, they pay attention to protein quality, origin and how it performs in everyday products, especially in terms of taste, texture and overall experience.

Dairy proteins are particularly well positioned, as demand for animal proteins remains strong and dairy stands out for its ‘naturally healthy halo,’ nutrient density, taste, and versatility. With a complete amino acid profile and excellent functionality, dairy protein delivers high quality in compact formats, which is exactly what today’s consumers are seeking. Plant-based proteins continue to play a complementary role as part of a balanced and varied diet.

At the same time, consumers are pragmatic. Their protein choices are often driven by occasion, whether it’s a snack, a functional beverage, or a meal component, and many aim to meet their protein goals without compromising on taste or eating experience. This opens up opportunities for hybrid product innovation, where dairy and plant-based proteins can be combined to deliver the right balance of convenience, nutrition, and perceived naturalness.

Wellness starts within: gut health expands into everyday routines

“Wellness starts within” is becoming everyday logic. Consumers increasingly understand that gut health is a cornerstone of overall wellbeing: linked not only to digestion, but also to immunity, energy and even mood. This keeps demand growing for probiotics, fiber, and lactose-free options, as people build daily routines around feeling good and functioning well.

At the same time, gut health is converging with brain health and mindful eating: consumers want foods and beverages that support focus, relaxation and recovery, helping them feel balanced and resilient, not just “optimised” – all without compromising on taste or convenience.

With 59 % of global consumers rating gut health as ‘very important’ for overall wellness (Innova F&B Trends 2026), gut-friendly claims have firmly entered the mainstream, serving as a gateway to benefits that span both body and mind.

Winning with dairy in 2026: what success looks like?

Across consumer segments, the direction is clear: smaller portions, higher payoff per serving, nutrient density, and a renewed focus on high-quality protein.

As food becomes increasingly linked with long-term prevention and cognitive support, the role of high-quality, multifunctional ingredients, such as dairy protein, phospholipids and gut-friendly components, will continue to grow.

Winning brands build wellness into the full experience: what’s inside, how it’s portioned, how it tastes and feels, and how clearly benefits are communicated. In 2026, when portions shrink, value must grow. More per bite* isn’t just a message – it’s the innovation logic shaping successful dairy-based products across categories.

Let’s talk

Planning to launch or scale products for business success? Valio’s experts are here to help you develop solutions that combine nutritional benefits, functionality, and excellent taste. Contact us to get started.

*Over the past year, Valio’s Consumer insight team has been tracking wellness expectations across markets. Across the research and reports they’ve reviewed, one message comes through clearly: consumers don’t just want “healthier”- they want more value from every serving. In 2026, that’s what “more per bite” really means: nutrition, functionality, and enjoyment packed into formats that fit real life.

Sources:

• Nielsen IQ, NIQ Report Reveals 2025 Global Health & Wellness Trends
• FMCG Gurus Top Ten Trends for 2026
• IFIC Food & Health Survey 2025
• Innova Market Insights: Top 10 F&B Trends 2026 – Global – Nov 2025